How Much Social Media Impressions Matter?

Whether you love it or hate it, social media should be a vital part of your marketing product mix. According to research, 90% of the brands have implemented a social media marketing strategy to raise brand awareness.

2 min read

Ultimately, when marketers use social media, they expect to see the results. Depending on the set goal, they can work towards driving traffic to the website or in this case or raising brand awareness.

Social media impressions fundamentals

Impressions are the number of users who saw business posts and advertisements on various social media platforms. Every social media platform measures impressions differently – generally, the impression is the number of people who see your post. This does not necessarily require them to click or engage with the post.

So, if you want to get a clear view of how your post is performing across social media, you should monitor two metrics — impressions and engagement. Engagement is showing all of the actions the user took, including post likes, comments and shares.

How to measure impressions across different channels

Facebook. Counts its impression by the number of times an advertisement or organic content is viewed. Being one of the most popular media, it has the ability to generate lots of impressions because of its giant user base — over 1.84 billion daily active users.

Instagram. One of the most popular social media platforms to date offers content creators ability to closely monitor various performance metrics, including impressions. Just like on Facebook, Instagram counts impressions as the user clicks on the content or sees it on their newsfeed.

Twitter showcases impressions as the number of times people saw a specific tweet. Social media platform offers users to use analytical tool free of charge, at the bottom left corner of the Tweet.

Linkedin is a fast-growing professional social media platform. Once posted, LinkedIn counts organic impressions and if the creator decides to promote the post, additional “paid impressions” line will add up. Just like on other social media platforms, impressions count in all non-direct interactions with the post, like scrolling through it on newsfeed or viewing it while visiting user profile.

Social media impressions translate into brand awareness

As most businesses use social media to raise awareness about the brand, impressions are the ultimate success indicator. Impressions allow businesses to see how well the brand voice spreads around the digital media channels.

Ultimately, the more impressions business generate across social media, the more recognizable it becomes.

Bottom line

As you place yourself in social media marketing, it might look overwhelming. However, after mastering the fundamentals, including impression rate, content strategy & Social listening, you will be able to understand what works best for your brand.

Most importantly — don’t forget to monitor campaigns’ performance constantly and analyze the performance data accordingly.