Post reach describes the number of people who saw a certain post you posted on your page. There are a few different types of post reach. Organic which is normally what marketers use which is the number of people who were reached by a post that isn’t paid/ wasn’t sponsored. Facebook defines it as a number of people who visited your page/ saw your page or one of is posts in news feed or ticker. There is also Viral reach which is the number of people who saw your page or one of your posts from a story that was published by a friend. When you go through your feed it normally will show in the fast it will say “*** liked this” or “*** commented on this” about the Facebook post. I’m sure we have all seen this at one point in time before. Now there is something called paid reach/ unpaid reach. Both the examples above were of unpaid reaches. Paid reach is the number of people who saw a sponsored story for Ad pointing to your page. Paid reach can include that crazy specific ad that directly affects you such as one I saw yesterday that was a shirt that was being sold saying “ Carly’s that are Geminis Rock” Weirdly specific posts… Post engagement, on the other hand, generally speaking, is when people perform actions on your post such as clicking it, liking it, sharing it and commenting on it. To encourage engagement on posts you will see people saying “repost this” or “like this If you ***” People will even go as far as posting controversial things to get people having conversations in the comment section and reposting it to get as much interaction as possible.
Knowing the difference is important solely because of who is posting it. Paid ads will always have to say at the top who sponsored it. So you will see controversial topics for a light-hearted example of an article explain why cookies are bad for you and popcorn is good for you when its sponsored by a Popcorn delivery company. Clearly, the sponsor is biased to the topic which is always important to pay attention to. Also, another reason why its important to know the difference between post reach category’s and post engagement categories is that even though someone paid for an advertisement doesn’t mean it will get the most interaction for a post compared to unpaid or organic posts. You should know the differences to help your specific post be valuable to the business.
For a business using Facebook insights can help them serve their customers better by finding the most popular posts, finding the most popular times people are seeing their posts to post during specific times to get the most people they can to see it to influence as much engagement as they can to have more people see it at the top of their Facebook feed when the popular times are up. It also helps a business market to customers who are directly interested or influenced by what the business is selling whether is a product or an experience.
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