Friday, September 29, 2017

Strive For Engagement, Not Impressions


I am and have always been a huge advocate of strategizing around Engagement, not Impressions or Reach. Why? Because it doesn't matter how many people are seeing your business page, if they're not interested in being consumers of your business. Think of Engagement as a way to measure relevance. If people aren't engaging, you're not reaching the right people. You need to look at what you're putting out there online in comparison to the services you actually offer and what appeals to your ideal customer. If your Engagement Rate is non-existent, that's a clear sign that somewhere along the line there's a lack of harmony within your brand image.

What is Engagement?
Engagement represents the number of people taking an action based on your content. For instance, they may click on a link you posted on social media, or click-through to your Page to view more of your posts. They could like or comment on your post, or share it. Alternately, this can also be an action taken on your Page, rather than on a specific post. They may click through from your Page to your website, send you a message, request contact info or fill out a LEAD form.

What is Reach?
Reach is the number of individuals who viewed your content in a given time frame.
Ie. If two people viewed your content in a day, one of whom viewed your page three times, and the other viewed it twice, your Reach would be two people.

What are Impressions?
Impressions represent the number of times your content was seen.
Ie. If two people viewed your content in a day, one of whom viewed your page three times, and the other viewed it twice, you would have five Impressions for that day.

How do you know if your Engagement Rate is good or not? What is an average Engagement Rate?
Twitter average engagement rates: 0.5% - 1%.
Facebook average engagement rates: 0.5% - 1%.
Instagram average engagement rates: 3.5% - 4.3%.

Engagement rate averages sourced from:

These metrics are probably lower than you were expecting, right? This is where we really get to my point of why engagement is so powerful. Think about a Facebook account with 10,000 followers. They may be a larger competitor than you are, and you may be wondering how on Earth to rival their social media presence. The answer is engagement.

Let's look at the following scenarios:
One account has 10,000 followers, and a Reach of 16,700 people per month. Their posts may not have a lot of substance, but they are frequent. They have an employee who posts multiple times a day to help draw people to their account. This frequent posting creates Impressions, but the lack of relevance of some of the posts keeps their engagement rate at 1.5% of their audience. This means they are generating actual interest from 250 potential consumers each month.

Now, your account has 1000 followers. You're a small business, and you don't have the time or resources to focus on building your follower list. You currently have a Reach of 2500 people per month. Because you have limited time, you are not posting 5 times a day like your competitor, but when you do post, you are posting educational material you feel is truly relevant to your consumers and that reflects your values of customer care. Your engagement rate is 10% of your audience. This means you are generating actual interest from 250 potential consumers each month.

Starting to understand my point? Is your time better spent posting more often, for views, or creating quality content, to ensure relevance to your consumers when you do post?

Have you experimented with either of these methods? Please share your struggles and successes in the comments below!

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