Reachvs. Impressions |Which one is More Important & Why?
Are youtrying to increase your visibility and influence on social media? To achievesuccess in your social media campaign it is important that you should knowabout the two most important metrics – Reach and Impression.
Sometimes,you may need to give preference to one over the other. Given that they areclosely linked, it can be difficult to make a choice. While they are oftengrouped, both of these metrics have their definitions and they make a majorimpact on your engagement and visibility.
Beforeyou develop your social media strategy, you need to learn about the differencebetween reach and impressions.
Reachvs. Impressions: What's the Difference?
Tounderstand the difference between reach and impression you need to think ofyourself as a user, think how you scroll through your Instagram or Facebookfeed daily. Your feed displays hundreds of articles, photos, and videos. Butyou only click on a few of them that you find interesting. That's where reachand impression comes in.
Reachmeans the total number of people who choose to interact with your brand'scontent. Reach focuses on getting people to click on your content.
On theother side, impression means the total number of times your content gotfeatured in the user's feed. It does not mean that the people who are watchingyour content are interacting with it.
Learn with Example
If yourun an ad and it was displayed 1000 times on facebook this means you have a1000 impressions. Out of those 1000, only 200 people choose to click on yourlink that means the reach of your ad is 200.
Not allof your followers will always click on your post, therefore; your reach willalways be lesser than your impressions.
Reachvs. Impression: Which one is more important?
Nowthat you know the basics of reach and impressions, you are ready to move ahead.It's time to understand that which is more important metrics to look for whilecreating a social media strategy?
It's animportant question but there is no straight answer. It all boils down to whatyour marketing goals are.
Youshould focus on impressions if you want to continually track your ads.Impressions provide you with a moment-to-moment update. This metric can helpyou gauge how users are responding to your ad. If the response you receive iscold, you should consider repurposing your content or changing the targetaudience.
Similarly,reach shows the number of people who engage with your content. If they aren'tconverting into customers or going to the next stage of the sales funnel, youneed to reconsider your strategy.
Bothreach and impressions are very important to know whether you are on the righttrack or not as both of them represent engagement. To enhance or boost yourengagement, it is crucial to monitor the reach and impression of your content.Initially, it might be confusing for you but both the metrics are extremelyimportant to boost your brand engagement.
How toFind Effective Frequency
Comparingreach and impressions is a tricky thing. Every time your impressions will behigher or equal to your reach and every user who is counted as a "reach" willhave been exposed to your content at least once.
So, howcan you find the exact number of times your content has been seen? To get thisnumber, you can divide your total reach to the average number of impressionsyou get for each user. This is known as ad frequency or average impression peruser.
Mostmarketers believe that a user needs to see an ad several times before theybecome aware of the brand and the product. In marketing terms, it's calledeffective frequency. It refers to the total number of times people see an adbefore responding to it.
Whilethere is no fixed number, the effective frequency differs from industry toindustry. The best way to find out your right frequency number, you shouldfollow what your competitor's effective frequency is?
Everymarketer is it a beginner or a pro has come across with reach and impressions.Both the terms are grouped, so it's difficult to put them in separate boxes.But only a pro marketer can understand that both of them measures differentelements in analytics.
Yes,both the metrics are important to develop and execute a social media strategyand which metrics you give importance to completely depend on your marketinggoals.