Reach refers to the number of unique users (people) we reach because of a piece of content (photo, video, text) we post on a social channel.
Reach, like impressions, engagement, and so many others, are one of the countless definitions or terms newly in vogue in everyday jargon.
Born with social media marketing expresses the number of people who have viewed a piece of content we have posted on one of our social channels.
Technically these people are called unique users. That is, if a user sees a piece of content multiple times, it is still considered = 1.
Often times reach is confused with impressions, which instead express the total number of times a piece of content is viewed. In this case if a unique user viewed a post 3 times, the impression is = 3.
Reach can be potential reach (number of users we could reach) and actual reach (number of users actually reached).
A high reach value, helps considerably with what is called engagement, that is, the power of our content to generate interactions.
How do I increase the reach, that is, the number of unique users, of my social channel?
In January 1996, Bill Gates wrote an article entitled Content is King, published on Microsoft’s website.
Definitely many years have passed, but the concept has not changed.
Content is king. It is the attractive element.
If we want to have more unique users (reach) and if we want to increase the number of interactions of our posts (engagement), it is essential to make quality content based on our audience (people potentially interested in our content).
This involves writing an editorial calendar, in which to plan each piece of content.
- Who do we want to talk to?
- What do I want to communicate?
- How can I make a difference for my users?
These are the 3 main questions we need to ask ourselves to make our editorial calendar.
If our content is interesting, relevant, useful to our potential target audience, inevitably our audience and interactions will increase.