Week 6: Post Reach VS. Post Engagement

Facebook post reach versus post engagement and why it matters.


      Facebook post reach and post engagement both sound very similar, so why are they so important? The reason they are so important lies within their difference. The difference between post reach and post engagement is that post reach simply means someone viewed your post on their timeline, whether through a paid advertisement or organically. While post engagement is a measure of whether that viewed post was interacted with, either by liking, sharing, or commenting on the post. While a post's reach is quite important, it isn't the best measure to use when determining the effectiveness of an advertisement, for this you want to look at your post engagement. 

Reach can be pricey, but engagement shouldn't be.


     An important figure to keep in mind when analyzing a week's posts is the ratio of post reach to post engagement. This ratio is important because it measures whether your advertising is catching the eye of those you are attempting to target with your advertisement. For example, if you created a Facebook paid and targeted advertisement that reached 10,000 users, but your post insight indicates it only had 10 engagements, it means the company posting is making at least one of two mistakes. Either they have poor content on their post that doesn't capture the attention of their target audience, or they have chosen the wrong demographic for their post. The moral of this story being that tracking both your post reach and engagement with Facebook insights is very important to tracking whether you are creating quality content and speaking to your true target demographic. So when working for the best ROI for your paid Facebook advertisements, monitor your Facebook insights for post engagement compared to post reach. 

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