The Difference Between Reach and Impressions
There’s no lack of buzzwords in the world of marketing, and impression and reach are two that are thrown around quite frequently. We love it when people talk about marketing! However, we’re not convinced everyone using these words really knows the difference and why understanding the difference can be crucial to their marketing strategies.
Reach and Impression frequently get lumped together, however they do have their own definitions. Here’s a crash course on reach vs. impressions so you can showoff next time you hear these buzzwords in a marketing conversation.
Reach is the total number of people who see your content. Impressions are the number of times your content is displayed. Sounds a little confusing, let’s take a deeper look.
Reach: The number of unique people who see your content. In a perfect world, all of your followers would see every piece of content you post. Unfortunately, in the marketing reality world, that doesn’t happen. Not all of your followers will see everything you post. In fact, organic reach on Facebook is declining and in 2017 your post would organically reach less than 5% of your followers…With Facebook’s new algorithm it’s probably even less now! Understanding the reach of your content is incredibly important because you can increase it by tweaking the type of content you are posting.
Impressions: The number of times your post is displayed. One individual can see multiple impressions of the same post. For example, they could see your post in their newsfeed, and then they could see it again if one of their friends engaged with it or shared it. They could also visit your page, and see it again. If the same person sees the same content two times, that’s considered two impressions. To increase organic impressions, you have to optimize your marketing tactics to appeal to Facebook’s News Feed algorithm.
So which is more valuable? That depends on what you’re trying to achieve. Reach is important because it tells you the exact number of people that viewed your content. Impressions are important because they give you an understanding of how many times your content has been exposed on News Feeds and can give you insight as to what type of content has the ability to appear the most.
We hope this helped clear up the difference between reach and impressions! If you have more questions, we’d love to hear from you! firstname.lastname@example.org