Reach and Engagement are two of the most prominent metrics of
Facebook Insights.
Reach
will show how well a company is making their products known and how
successfully it is getting their posts into people’s newsfeeds. This is a great
metric to consider if the company is trying to increase the number of fans or
want a certain post to be seen by its followers. This is a good metric if the
company wants to promote brand awareness. More people will get to know the name
of its product, for example. Apparently, gaining organic reach has been
significantly harder in recent years due to algorithm changes with
Facebook’s news feed, so if the company wants to grow reach, it is worth exploring
paid campaigns.
Engagement
metrics are important to consider if the company is trying to build a
relationship with their customers, increase their loyalty to the business, or
measure customers’ intent to take an action, like purchasing your
product. This is measured by the number of interactions made with the
company’s posts – how many views, clicks, comments, likes, and shares it gets.
Good engagement rate definitely leads to more exposure.
However,
Reach and Engagement are not automatically related. High reach does not
necessarily mean that engagement is high as well – it is possible to have high
reach with low engagement and vice versa. Measuring engagement is primarily
based on how compelling the post is to the target audience. And with higher
engagement comes higher visibility for posts. It seems that in the majority of
the cases, engagement produces higher rewards. This is because the Facebook algorithms
favor content creation. Thus, a post that has a long thread of replies is more
likely to be placed higher than one with two likes. Each reply is considered
additional content, which means a virtuous cycle of likes, replies and shares.
It may be worth creating content that has low reach but high engagement.
Based
on my online research, Facebook Insights provides a unique opportunity
for businesses to know more about their audience’s habits, as well as
where they are from and what kind of lifestyle they lead. Facebook Insights is
a powerful tool that can better service customers, but entrepreneurs must
know what they are looking at in order to make sense of the data available.
Companies
can learn more about users who took actions on their pages. It gives data on
people who visit pages broken down by their age, gender, city, country, device
and interests. It will also tell their activities on each page, such as likes
and comments. It allows reaching ultra-specific customers by narrowing
down the audience by demographics and psycographics. For example, instead of
targeting everyone on Facebook, someone can be ultra-specific to the point of
targeting “20-45-year-old married woman living in the U.S. who are interested
in healthy food nutrition“.
It
helps identify the content that customers like. It will show how different
content on Facebook is resonating with the audience and how to identify the
right topics and trends the audience wants. This information is useful for
planning future content. For example, if the customer prefers video content and
it has a higher reach and engagement on the company’s page, then future content
investments should be more on video creation.
Note: I
have commented on Nicole Lozano’s Artistically Ethereal Facebook page. No other
member of my group has created a Facebook page as of this time.
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