The Difference Between Post Reach and Post Engagement.
Post Reach is the total number of unique people who actually see your post either in their own News Feed, on your Page and if a friend shares it. A reach can be either organic, paid or viral. Whether or not a viewer engages with the post makes no difference.
A Post Engagement on the other hand is how many people actually interact with your post either by likes, comments, clicks, shares, and other feedback. The benefit of a post engagement is that whenever an individual engages with your feed, all of that individual’s friends will also see it in their feed, further expanding your reach and potentially more engagement.
On my Facebook business page, I can see in Insights that for the last week the post reach was 1122, and the post engagements were 109. This proves that just because your post has a high reach does not mean it will have high engagement.
Why is knowing the difference between the two important? Well, depending on what your objective is for your business it will make a difference if you are going after post reach or post engagement. Now that I know the difference, I will really think about the target market and who it is I’m trying to reach that are most likely to engage with my post. This is because my goal is to build a relationship with our current and prospective clients, so I’m interested in creating more engagement. If a business’s goal is to gain overall popularity and grow your fan base then they may just want to be seen or reach as many as possible.
A business can use Facebook Insights to better serve their customers by knowing more about who they are targeting, when they are on social media and what types of posts they are most likely to engage with. Posting items of value specific to their target market will keep customers’ coming back for more!
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