What is Total Reach?
Total Reach is an essential and widely-used social media metric that measures the potency of a brand’s content. It is defined as the sum of people who have seen a piece of content, no matter how many times they have seen it. This metric is extremely useful because it captures the total audience that has seen the content, whether they have seen it just once or multiple times. Total Reach is the perfect starting point that allows brands to accurately measure the performance of their content and determine which pieces of content performed best with their target audience. Additionally, this metric can give companies an indicator of how their content was spread—for instance, if it was widely viewed by a large number of people, or if it was focused on a select few.
Formula
Total Reach = (Number of Unique Visitors + Number of Social Media Followers) – (Number of Overlapping Visitors and Followers)
Example
- Let’s say you have an ecommerce website selling handmade jewelry. In a given month:
- Number of Unique Visitors to your website: 10,000
- Number of Social Media Followers (e.g., on Instagram, Facebook, and Twitter): 20,000
- Number of Overlapping Visitors and Followers (people who both visit your website and follow your social media accounts): 2,000
- Using the formula:
- Total Reach = (10,000 + 20,000) – 2,000 = 26,000
Why is Total Reach important?
Having an understanding of your Total Reach is important so that you can keep track of your success on social media and make sure you are reaching the right people. When you have an accurate gauge of how much your content is reaching the right target audience, it allows you to make decisions on where to focus your efforts. This allows you to understand which content is working and which pieces of content are simply not resonating with people.
Which factors impact Total Reach?
There are several steps you can take in order to improve your Total Reach. For starters, you should consider diversifying your content in order to appeal to a larger variety of people. Additionally, increasing engagement is a great way to boost your Total Reach, as it encourages more people to see your content. That can be done by crafting meaningful content that resonates with your target audience and encourages conversations. Finally, it’s important to be consistent with your content to ensure that you are continually reaching people.
How can Total Reach be improved?
There are several factors that can influence Total Reach. These include the quality and type of content, the platform on which the content is published, the audience size, and the frequency of content being published. Quality content that is interesting and relevant to your target audience will always have a higher reach than content that is not engaging. Similarly, platforms like Twitter and Facebook can have a greater reach than less popular ones.
What is Total Reach’s relationship with other metrics?
Total Reach is closely related to other ecommerce metrics such as engagement and conversion rate, as it is the first step in understanding your customer’s behaviour. A higher Total Reach often indicates that the content has resonated with the target audience and has been shared, implying that it is likely to have a higher engagement rate. Additionally, it can also be used to determine what leads to conversions, and what types of content lead to repeat purchases. If you can understand how these metrics relate to each other, then you can take steps to improve your Total Reach and increase your overall ecommerce performance.
