What Is Audience Reach?
This metric helps marketers understand how large an audience an advertising campaign has reached and how many users the company interacts with, which is why audience reach is the starting point for all calculations, a kind of marketing axiom.
Knowing the reach statistics, marketers can calculate the clickability of their ads and understand how many customers ultimately performed the target action, such as making a purchase. This, in turn, helps to form a media plan and understand what audience size and reach will allow the sales plan to be fulfilled.
It is important to distinguish between reach and impressions:
- Reach is the number of unique users who saw the ad.
- Impressions are the number of times the ad was shown to a certain number of users.
Types of Reach
In theory, there are many types of reach, but in practice, they are usually limited to three types.
- Organic reach — obtained without advertising promotion, including thanks to feed algorithms. For example, a post in a VK group is seen by subscribers and those who have received it in their recommendations.
- Non-organic reach — obtained as a result of paid actions, such as targeted advertising, promotion of posts, banners, etc. For example, an advert post by a blogger will generate this type of reach.
- Viral reach is the number of impressions on non-subscribers that occurred due to the virality of the advert itself, for example when subscribers shared it.
- Total reach is the sum of all the above types of reach.
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How To Increase Your Audience Reach
1. Captain Obvious’ advice It’s obvious, but it really works: you need to create content that is unique, interesting and useful to your audience. Try different formats and look for the one that will get the most response from your audience. The more reposts, the higher the reach.
2. In performance marketing, you can increase your audience reach either by increasing your advertising budget or by optimising your ad settings so that the number of impressions per user is cheaper than before.
3. In the case of indirect advertising purchases, you need to strive for virality. From an SEO perspective, this means pumping up the semantic core; from an SMM perspective, it means creating more engaging posts and getting algorithmic feeds to pick them up.
Avoid posting at night and early in the morning, as times that are inconvenient or unsuitable for most users can cut into your reach. Few users will see the post, algorithms will not pick it up, and as a result, the post will not go viral and engagement will be low.
One metric affects another. If a marketer makes an effort to increase ERR, the level of engagement, then indirectly, they will also increase reach. Engagement will be higher, algorithmic feeds will see this, pick up the ad and show it to a large audience. In principle, this will be an indicator for the marketer that the content is interesting, people are watching it and sharing it.
