Understanding the Difference Between Reach and Impressions
First, here’s a quick overview of what each term means:
Because the same person might see the same post multiple times, impressions are often larger than reach.
For example, if 25 people saw the same post twice, you’d have 50 impressions and a reach of 25.
If you’re building brand awareness, the higher impressions and reach, the better — it means more people are seeing your posts!
However, these two metrics aren’t cut and dry. For instance, high impressions with low engagement could mean you’re targeting the wrong audience.
How to Track and Calculate Impressions
Impressions are a popular data point for social media marketers because they demonstrate the overall exposure achieved by your post.
Here’s how you see impressions shown on TikTok:
All major social media platforms will give you impression data, but manually gathering and inputting that data into your reporting software can take a lot of time. If you’re also managing multiple influencers on different platforms, you’ll also need to manage all of their impression data.
Working with an influencer marketing platform like Influence simplifies all those manual parts of campaign management, including tracking important metrics like impressions and reach.
How to Calculate Reach
The formula for calculating reach is impressions divided by view frequency.
So, if your campaign has 10,000 impressions and a view frequency of 4, it means your reach is 10,000 divided by 4, which equals 2,500.
