Market Reach: What It Is, The Benefits, Why It’s Important

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Most (if not all) of us who use social media for one part of our marketing strategies are aware of Reach and Impressions. How many have the capability to describe Reach to those who are unfamiliar with this specific strategy and all that it correlates to? Unfortunately, not many. Reach is an important aspect for anyone who has accounts across one or multiple social platforms. The intent for this article is to break-down what Reach Marketing is, why it is so important, and how to calculate this statistic into your social media marketing strategy for optimal performance.

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What is Reach Marketing?

Reach Marketing, even though it is our agency name, is also a form of marketing. Reach Marketing, which is also referred to as market reach, is the approximate number of potential customers who would see a specific advertising campaign. These advertisements could be on social media, print advertising, television, or through another marketing channel based on your business’s needs. The higher the reach you achieve, the greater the chances your advertisement will produce impressions from potential customers.

What Makes Marketing Reach Important?

Colorful Illustration of two people looking at a graph

The ultimate goal of leveraging advertising is to acquire new customers and retain them long-term. Increasing your marketing reach is so important because it allows you to make informed marketing decisions and utilize your resources effectively.

Additionally, it can minimize risks and additional superfluous ad spend. By knowing how many customers you might reach, it will allow you to make more informed decisions where you should spend your advertising dollars.

The Different Types of Reach Marketing

With reach marketing, you can reach potential customers through Organic, Paid, and Viral advertising. Paid Reach refers to the number of people who see a paid social media post in their news feed, based on the social channel they are using. Organic Reach refers to the number of people who witness your post through unpaid distribution.

The biggest advantage with organic reach is each post can be published for free. Viral Reach refers to allowing companies to better market their products by reaching customers that would not ordinarily target by its traditional marketing campaigns. An additional advantage allows businesses to enter new markets and expand its customer base.

What is the Difference Between

Reach vs. Impressions?

Illustration with two different screens. One labeled "Reach" and the other "Impressions". People surround these two screens

These two metrics are closely related but have an important difference. Reach refers to the number of people who will see the content you are advertising. Basically the users that are being served the impressions. Impressions refer to the number of times your content is displayed, no matter if it was clicked on or not. Impressions are often higher than the Reach due to the fact that a single user can account for multiple impressions.

You can think of Reach as “Unique” Impressions where any one impression is connected to a single user.

How is Marketing Reach Calculated?

Since reach and impressions are slightly different from one another, they work hand-in-hand to produce a favorable result. Most platforms will provide the reach and impression statistics separately; however, not all do.

You can calculate marketing reach through dividing the number of total impressions your ad receives by the frequency of ads shown to a single user.

This is what that equation looks like:

Is Marketing Reach Calculated the Same Across All Platforms?

Even though social media is under one large umbrella, each platform may calculate market reach differently. Below is quick look at how several different advertising platforms calculate and define the reach of your marketing efforts.

Facebook calculates reach by dividing the average number of users reached per post by the number of total page likes.

Instagram calculates reach by counting the number of individuals who saw the content.

LinkedIn calculates reach by dividing the total number of personal LinkedIn connections by the number of company page followers.

TikTok calculates reach by counting the number of videos posted, dividing total likes by the number of videos, dividing the number by the account’s total number of followers, and multiplying by 100.

Snapchat shows the total reach by viewing the final metrics page on the app.

Google Ads uses statistical models that account for user behavior across many browsers and devices to estimate the number of people within a location target.

Bing Ads calculates reach by leveraging statistical models that account for user behavior to estimate the number of people within a given parameter.

Let Our Experts Help You Reach Your Marketing Potential

At Reach Marketing, we provide you a team of media experts. By leveraging today’s most current technologies, we create the most effective plan for you ensuring a strong return-on-investment with your reach marketing objectives. We can assist you on your journey so your business can reach new heights in the marketing realm.

Whether your goal is more focused on social, conversion statistics, or an overall marketing strategy, we are here to provide further insight on what is necessary to modify current or future campaigns and increase brand awareness, fostering long-term business growth.

Please click here to learn more about our social media management services.

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