There are so many social media terms. Engagement. Reach. Clicks. Shares. Likes. Impressions. What do they mean? Which ones are the most important? What is Facebook Reach vs. Engagement? Don’t worry, it isn’t that complicated. We’ve got your back.

Facebook Reach

This is how many people have seen your post in their Feed. It’s that simple. There are a couple of ways people can see your post: They are following you or following someone who has shared your post.

Organic Reach has been declining on Facebook since about 2014. Severe repercussions for publishers in 2016, 2017, 2018, and basically every year since. The game looks very different. If you listen to Facebook, it’s a result of a more crowded Feed. Whatever the reason, publishers have had a hard time with organic Reach and have struggled to gain traction on content that is not promoted.

Engagement

Engagement is the number of people that interact with your content. On Facebook, interactions include the following:

  • Shares
  • Reactions
  • Saves
  • Comments
  • Likes
  • Interactions
  • 3-Seconds Video Plays
  • Photo Views
  • Link Clicks

Pretty straightforward. However, things get a little less evident in the context of the Facebook algorithm. Facebook is not entirely transparent with this information, but Shares and Link Clicks will be weighted more heavily than a Like, for example. Essentially, like a post, less investment from the audience than Sharing the content to their own Feed. This means that when Facebook is weighing the success of a bar, they will place more weight on a Share.

Engagement is going to be where you truly build a community on Facebook. It’s a much stronger indication of how your content is resonating with your audience than Reach, as it can give you insight into how your audience actually feels about the post. In addition, you can use this information to inform how and what you post to your own Page.

So, what do you do with Facebook Reach and Engagement?

Without some context and a way to implement change, all of this data would be nothing more than a bunch of numbers. Looking at your growth, projections, and goals on Facebook is essential for success. True Anthem can help you take a hard look at your numbers and develop a plan that works for you. Not only that, we’ll take posting off your plate entirely with our AI social distribution tool. If you’re interested in upping your game on social media, reach out today for your personalized demo.

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