First, a piece of content must be delivered to a feed (impressions), then a user has to interact with the platform to actually see the piece of content in their feed (reach). It’s helpful to think of “reach” as the number of unique people who actually see your content. Impressions measure how many times a post was displayed, no matter if it was clicked or not. Whether they saw it or not is a different matter (see: reach). ImpressionsĪn “impression” means that a piece of content was delivered to someone’s feed. This could be because both of these metrics have to do with how many times your content was seen.īut there are key differences that make each metric uniquely important to pay attention to when looking at influencer marketing analytics. The terms that get confused most often are impressions and reach. If you’re looking for brand awareness, they can use the caption to influence viewers to save the post in their archives. For example, if an influencer knows you’re hoping for direct product sales, they can drive to your website and encourage clicks.
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Want to know how to maximize engagement? Plan ahead what actions you’re hoping viewers will take when they see your content. You are much more likely to convert viewers that engage with your content into viable sales leads. When your content inspires a user to take an action, that moves them leaps and bounds ahead in your brand’s “funnel of awareness”. Having someone simply see your content is one thing, but involving them and moving them to take action is another. This is because engagement is the only one of the three terms to involve the user directly. By accessing this site, you are agreeing to the terms of this policy.Įngagement is, arguably, the most important of the three metrics to pay attention to when you’re measuring social media success. Our privacy policy covers data safety and the use of cookies on our site. Please allow cookies to view third party content
Let’s dive a little deeper into the definition of these terms and how they all affect the success of your influencer marketing campaigns. Reach: The number of people who see your content.
Impressions: The number of times your content is displayed.Engagement: The number of interactions your content received from users (likes, comments, shares, saves, etc.).On the most basic level, here are the definitions of those terms: In this article we’re going to cut through the social media industry jargon and explain clearly and effectively what each of the terms “engagement”, “reach”, and “impressions” mean, and how each of them affects your campaign ROI. But what exactly do those terms mean and, more importantly, how do they affect the success of an Influencer Marketing campaign? pretty much everyone in business), you hear the terms “engagement”, “reach”, and “impressions” on a daily basis. If you work in Influencer Marketing, or if you use social media to promote your brand (i.e. Be honest: If someone asked you to define 'reach' versus 'impressions', could you do it?
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