Reach vs. Impressions: What’s the Difference?
When you run a digital marketing campaign, there are two metrics that you’ll come across in campaigns for strategies like social media marketing, content marketing, and email marketing. These metrics are reach and impressions.
So, what’s the difference between these two metrics? How can you expand your reach and earn more impressions?
On this page, we’ll discuss the difference between both metrics and tips to help you improve your reach and impressions. If you need help shaping your social media marketing campaign to drive better results, call us today at 888-601-5359 to speak with a strategist.
Let’s get started!
Reach vs. Impressions
Upon looking at the definition of these two metrics, it may seem like they are the same thing. These two metrics are often measured together because they measure similar characteristics, but they actually measure them differently.
Here’s what these two metrics analyze:
The total number of unique people who see your content
The total number of times your content is displayed regardless of whether people click it
These metrics go hand in hand with one another. Reach looks at the number of individual people who see your piece of content. For example, if 100 people see your ad, that is your reach.
Impressions, on the other hand, refer to the number of times your content is displayed. If your content is displayed or delivered to a user’s feed 500 times, you will earn 500 impressions — regardless of whether or not people engage with the content.
How can I expand my reach and impressions?
Your business can expand your reach and earn more impressions using numerous digital marketing strategies. Let’s take a look at two of the most popular!
1. Pay-per-click (PPC) advertising
Creating custom pay-per-click (PPC) advertising campaigns can help more people connect with your business online. These are paid advertisements that appear at the top of the search results above the organic listings.
When you run a PPC campaign, you can monitor your ad’s impressions and reach. Since PPC targets people who are searching for keywords related to your business, you’ll earn more qualified leads.
If 100 people see your PPC ad, your ad’s reach is 100. However, if your ad is displayed 300 times, you will earn 300 impressions.
Monitoring reach and impressions can help you evaluate the popularity of the keywords you target compared to the number of people who click your ads.
2. Social media marketing
Social media marketing is another strategy where you can monitor reach and impressions.
It’s a great way to see how your content travels on your social media pages. You can see if your audience is sharing your content, which helps you identify more valuable leads.
In addition, you can track the reach and impressions of your paid social media ads. This allows you to see how many new leads click on your ads compared the amount of times they see them. You’ll be able to monitor your ad’s performance and see if your ads are effective.
Why do I track reach and impressions?
Upon learning more about reach and impressions, you may wonder which one is better to track. Both of these metrics are so closely tied that it is best to measure both of them. When monitored together, they give insight into your campaign.
1. You can see if your ads are effective
When you run ads, you always want to monitor them to see if they are effective. Whether it’s a PPC ad or social media ad, you’re investing money into running these features and want to know if they’re working. Your reach and impressions can give you some insight about your campaign’s effectiveness.
If your ad is getting a lot of impressions, but not a lot of reach, your ad may not be effective anymore. You may be experiencing ad fatigue, where your ad keeps trying to reach people, but people aren’t interested because they are tired of seeing it.
This means you may need to rethink your advertisement structure to make it more appealing for your audience. It will help you produce a better campaign and improve your reach compared to your impressions.
2. You can measure brand awareness
Brand awareness is a crucial part of your business. You want people to be familiar with your brand so they are more likely to choose yours over the competition. Your reach and impressions will help you see if your audience is familiar with your brand.
If you see that your reach and impressions are both high, this means that you are reaching interested leads multiple times. You’re successfully engaging people and getting them to interact with your brand’s content.
3 tips to help you improve your reach and impressions
Improving your reach and impressions will drive better results for your digital marketing strategies. Here are a few tips to help you improve these metrics.
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1. Get to know your audience
If you really want to improve your reach and impressions, you need to get to know your audience better. Your audience drives your campaign results, so if you don’t like the results, focus on how to improve the experience for your audience.
First, create your campaign message with your audience in mind. What will appeal to them? Think about how your audience consumes content and what kind of content interests them.
You can test different types of content to see if they garner a better response than other content. It will help you learn more about your audience and how they respond to different types of content.
In addition, monitor your content to see where it’s being shared. Whether it’s on social media or through your blog, you’ll want to see where your information ends up and who it reaches. This is a great way to improve your reach and obtain new, valuable leads for your business.
2. Monitor engagement
When you want to improve your reach and impressions, monitor engagement. Your engagement will give insight regarding the way your audience interacts with your brand. This is where you can monitor your current reach and impressions.
Impressions tell you a lot about how your audience interacts with your content. If you have a lot of impressions, this means your audience is sharing your content. Your content is appearing in more users’ feeds, which creates the opportunity for new leads to find your business.
If you have a low impression rate, you may need to look over your content. It may require you to optimize your content to appeal better to your audience.
Monitoring your engagement is an important part of helping your business grow. You’ll see where your campaign falls short and be able to come up with solutions to improve it.
3. Create shareable content
Content marketing is one method where you can measure reach and impressions. You can also share your content on social media and measure the same metrics there. If you want to create an effective campaign on both ends, create shareable content.
It’s important to create content that is interesting and exciting. Your content should attract your audience to read it and compel them to share it with others. You need to give your audience a reason to share it.
If you want to create effective content that is shareable, appeal to your audience. Create content need or want to see. Content becomes shareable when it’s extremely relevant to your audience and they want to pass the information on to others.
Shareable content is related to your business and relatable to your audience. Keep them in mind as you create different types of content.
First, think how your audience would react to it. If you think they’d have a positive reaction and want to share the content, it’s a good fit for your campaign. The more shareable your content is, the more impressions you’ll receive.
Second, think about the best delivery method for your content. Would it work best in a blog, as a video, or compiled into an infographic? All of these are shareable forms of content marketing that you can also easily share on social media.
By creating the right content, you’ll improve your reach which will improve your impressions. It’s a great opportunity to increase brand recognition and earn new, valuable leads.
WebFX will help you improve your reach and impressions
Reach and impressions are important metrics to your social media marketing plan. They will help you improve your campaign to make a bigger impact on your audience. At WebFX, we have more than 20 years of experience creating social media marketing plans that improve reach and impressions.
We’re a full-service digital marketing company that offers social media marketing plans for our clients. When you partner with us, you’ll get a team of 150+ experts that will bring their knowledge and expertise to your campaign.
If you want a social media marketing company that drives results, look no further. To date, we’ve driven over $1 billion in sales and over 3 million leads for our clients. Our team focuses on driving success for your business first.
Want to know what it’s like to partner with a social media marketing company like WebFX? Check out our 550+ client testimonials that attest to the great work we do for our clients!
Get started today
If you’re ready to start increasing your reach and impressions, contact us online or call us today at 888-601-5359 to speak with a strategist.
We look forward to helping your business grow!
Need help with your social media? Call 888.449.3239 or contact us online today to learn more about how WebFX can give you the power to reach more people.