Contents
- What is reach?
- Types of audience reach
- The importance of reach in marketing
- How to view reach on different social networks
- Why reach may decrease
- How to increase audience reach
What is reach?
Reach refers to the number of unique views of content, such as videos, posts, or advertisements, on social networks. It is important to note that interactions with the post, such as clicks, visits, and likes, are not included in this metric.
The reach metric is calculated over a specific period for a single post, a series of materials, or an advertising campaign. For example, if the reach of a video over a month is 1000 people, it means that 1000 unique users have seen that content. Sometimes reach is represented as a percentage using the formula:
Audience Reach = (Number of unique users who viewed the content) ÷ (Size of the target audience) × 100%
The size of the target audience includes the number of subscribers to the community or the target audience of the advertising campaign, which is calculated based on targeting settings.
Types of audience reach
1. Organic reach
Organic or natural reach is the number of users who saw a post without using paid promotion. For example, if a company posts in a community, and only the subscribers see it, that will be organic reach. This metric is considered an indicator of popularity, as it shows that the content is genuinely interesting to users.
2. Paid reach
Paid reach, or advertising reach, includes unique views of content attracted through paid promotion. For example, if a company launches an advertising campaign for a post, this reach will pertain to users who match the profile of the target audience. Paid reach helps evaluate the effectiveness of promotion and depends on the campaign budget, targeting settings, and the characteristics of the selected platforms.
3. Viral reach
Viral reach is the number of natural views obtained from users who are not subscribers to the page. For example, if a post is liked by subscribers and they start actively sharing it, the post can become viral. Viral reach allows for assessing interest in the content and the level of its distribution.
The importance of reach in marketing
Analyzing audience reach in marketing has several key advantages:
- Evaluation of media campaign results: The higher the reach, the more successful the advertising, which helps understand its effectiveness.
- Creating and adjusting the content plan: High reach indicates the popularity of topics and formats, which aids in further content planning.
- Identifying optimal channels and budget allocation: Comparing reach across various platforms allows for selecting the best placement options.
Reach can not only be gathered but also actively utilized. The first approach focuses on increasing recognition and maintaining a constant presence in the information field. The second is deeper, where reach becomes the basis for interaction with the audience.
How to view reach on different social networks
Reach is one of the main metrics in social networks alongside engagement and conversion. To evaluate the effectiveness of an SMM strategy, it is necessary to analyze all indicators in combination. One should not confuse the percentage of the reached audience with the engagement rate (Engagement Rate by Reach), which shows how many people interacted with the post.
VK
In this service, reach is available on both personal pages and in communities. To see statistics, you need to go to the "Statistics" section. Here, you can separately view total and viral reach, as well as user data.
Telegram
The analytics can be viewed by the channel owner with more than 50 subscribers. For a more detailed analysis, third-party tools such as TGStat or Telemetr can be used.
On a personal Facebook page, statistics are available in professional mode. Data can be seen for each post by clicking on "Statistics and Ads."
In Instagram, reach is displayed as "Accounts Reached," which allows assessing interaction with non-subscribers.
Why reach may decrease
There are several reasons for a decrease in reach:
- Uninteresting content.
- Incorrect choice of target audience.
- Poor understanding of the audience.
- Behavior of social media algorithms.
- Page blocking.
- Incorrect advertising campaign settings.
- Distribution errors.
How to increase audience reach
To increase reach, it is necessary to:
- Create interesting and useful content.
- Study your target audience.
- Consider how users consume content.
- Actively engage with the audience.
- Follow the rules of internet platforms.
- Adjust targeting and bidding settings.
- Select the right channels for distribution.
Regular monitoring of reach will help identify sudden changes and respond promptly, which in turn contributes to the growth of metrics.