The term “reach” is often thrown about in conversations relating to marketing, but what does it mean? Facebook reach refers to the amount of unique people that have viewed your page or post. When using Facebook marketing as a key social media strategy, you want an organic Facebook reach that is as high as possible.
It is possible to set a Facebook reach objective to ensure monitoring your reach is a regular process. Growing your organic ready is possible, although notoriously difficult thanks to Facebook’s algorithm. In this blog we will cover exactly what Facebook reach is, the difference between Facebook reach and impressions, and some tips on how you can grow your Facebook reach.
What is Facebook reach?
As we mentioned, Facebook reach is the number of unique people that have seen your Facebook page or post. If you publish a post and 500 people look at it, your Facebook reach is 500. Facebook reach should always be measured within a time frame—there is no “overall” reach.
Facebook tracks how many unique screens your post is displayed on. It also tracks page reach and post reach separately. Your Page reach is how many unique users are viewing your page, your post reach is how many unique users view a specific post. These reaches will vary from one another.
Facebook reach is influenced by a number of factors including:
- Engagement and interactions from both followers and non-followers
- Content-type and optimization factors (video vs. text posts, captions, timing etc.)
- Paid ads versus organic posts.
The Types of Facebook Reach
So what are the different types of Facebook reach?
Facebook organic reach
When discussing Facebook reach, typically people mean organic reach. Organic reach refers to how many people have seen your non-sponsored posts.
Organic Facebook reach is the hardest to earn as it relies solely on the Facebook algorithm. With touch competition from ads, viral posts and other popular accounts, organic reach has been slowing down.
Facebook viral reach
Viral reach is how many people have seen your content as a result of someone else engaging with it by liking, commenting or sharing. It is based on interaction from those that follow you and those that don’t.
Facebook ad reach
If you want to launch a Facebook reach campaign, you should focus on ad reach. Ad reach is the number of people that have seen your ads at least once. It is based on budgeting and audience targeting; it shows you how well your ads performed and whether you managed to target your audience.
Facebook reach, engagement and impressions
Now we’ve covered Facebook reach, we will explain the difference between the other key metrics.
Reach measures how many unique users have seen your content.
Impressions measure the number of views on a piece of content—this counts multiple views from the same user. Impressions will always be higher than reach.
Engagement measures the individual interactions on your posts including reactions, comments and shares.
How to boost your Facebook Reach
Schedule your posts
Posting consistently on Facebook will help increase your reach. If you plan to post every other day, schedule posts in advance to alleviate stress. This also avoids having to post on weekends and holidays when you’re out of the office.
Post at the right time
Finding the right time to post on Facebook is important. It increases your chances of being seen by the majority of your audience at the same time. This will also help it be seen by those who don’t follow you, but are connected with someone who has engaged with your post.
One of the best Facebook trends at the moment is video content. Videos keep people engaged for longer, and with the success of TikTok and Reels, users are actively seeking video content.
Create Facebook Ads
The fall in organic reach is a direct result of the rise of ad reach. Paying for ads pays for you to be seen by hyper-relevant audiences.
Using hashtags on Facebook increases your chances of being seen and discovered by new audiences, thus increasing your reach.
What is a good Facebook reach?
At the beginning of 2021, the average organic reach was at 5.2%—which is a decrease from the end of 2019 at 5.5%. Any Facebook reach around or above 5.2% can be considered good—the exact figure depends on your audience base.
Is Facebook reach important?
Facebook reach is arguably the most important metric. Facebook reach is the number of people that have seen your content and influences every other metric including Facebook engagement, likes, comments, clicks and negative feedback. There are different kinds of reach: post, page, organic, viral and paid.
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