In the world of social media, reach and impressions are two essential metrics that often cause confusion. But this isn’t something to be blamed since there are always changes in the industry, and marketers need to keep up with everything.

However, it is important to understand some of the key elements that are used to measure performance on social media.

Reach vs Impressions

Reach - The total number of people who see your content.

Impressions - The number of times your content is displayed.

An impression means that the content was on-screen, and it doesn’t matter if it was clicked or not in order to count as an impression.

In this way, reach is different from impressions since impressions may include multiple views of the post by the same people.

To be more precise, reach is the number of unique people who see your content. That could be the number of your followers but honestly, this is not a fairy tale.

Not all of them will see the posts that you publish, so reach won’t be equal to the number of your followers.

Keep in mind that the idea of engaging with the content is not important for reach and impressions. This means that the viewer doesn’t have to engage with a post to count as an impression or reach.

See the posts reach and impressions on Facebook with Socialinsider

Facebook reach and impressions


Facebook offers data about reach as follows:

Organic Reach - The number of people who saw your content that comes from organic efforts.

Paid Reach - The number of people who saw your content that comes from paid efforts (boosted posts or Facebook ads).

Facebook estimates these metrics.

Take a look at how Socialinsider defines these metrics:

Total Page Reach - The number of people who had any of your page’s content (posts, stories, check-ins, ads, and more) entering their screen in the selected time period. This metric includes the organic reach and the paid reach. In other words, this metric includes the reach for all the posts (boosted posts and organic posts). Socialinsider estimates this metric. Facebook also estimates this metric, although with another formula.

Organic Reach - The number of people who had any of your page’s organic content (posts, stories, check-ins, ads, and more) entering their screen in the selected time period. This metric shows the reach for the organic posts. We estimate this metric.

Paid Reach - The number of people who had any of your page’s boosted content (posts, stories, check-ins, ads, and more) entering their screen in the selected time period. This metric shows the reach for the boosted posts. We estimate this metric.

Facebook reach with Socialinsider

As in for impressions, this is what Facebook provides:

Organic Impressions - The number of times your content was viewed via organic efforts.

Paid Impressions - The number of times your content was viewed via paid efforts (such as boosted posts or Facebook ads).

Socialinsider offers access to the following metrics:

Total Impressions - The number of times any content from your page or about your page entered a person’s screen in the selected time period. This includes posts, stories, check-ins, ads, social information from people who interact with your page, and more. This metric includes the impressions for all the posts (boosted posts and organic posts).

Organic Impressions - The number of times any organic content from your page or about your page entered a person’s screen in the selected time period. This includes posts, stories, check-ins, ads, social information from people who interact with your page, and more. This metric includes only the impressions for the organic posts.

Paid Impressions -  The number of times any paid content from your page or about your page entered a person’s screen in the selected time period. This includes posts, stories, check-ins, ads, social information from people who interact with your page, and more. This metric includes only the impressions for the boosted posts.

Facebook impressions with Socialinsider

Instagram reach and impressions

Instagram reach includes:

Organic Reach - The number of people who saw any type of your content (post or story) that comes from organic efforts.

Paid Reach - The number of people who saw any type of your content that comes from paid efforts (boosted or promoted post).

Socialinsider can also help with these insights:

Total Reach - The number of people who have seen any post published in the selected time period. This metric includes the reach for all the posts (boosted or promoted posts and organic posts).

Organic Reach - The number of people who have seen any of your posts via organic contexts. This is for the posts published in the selected time period. This metric includes only the reach for the organic posts.

Paid Reach - The number of people who have seen any of your posts via paid efforts. This is for the posts published in the selected time period. This metric includes only the reach for the boosted or promoted posts.

Instagram impressions are as follows:

Organic Impressions - The number of times your organic content (post or story) was shown to other users.

Paid Impressions - The number of times your paid content (boosted post or promoted post) was shown to other users.

Socialinsider also gives you access to these insights:

Total Impressions - This is the total number of impressions for all the posts. The impressions of a post represent the number of times that specific post has been seen. This is for the posts published in the selected time period. This metric includes the impressions for all the posts (boosted or promoted posts and organic posts).

Organic Impressions - This is the total number of impressions for all the organic posts. The impressions of a post represent the number of times that specific post has been seen. This is for the posts published in the selected time period. This metric includes only the impressions for the organic posts.

Paid Impressions -  This is the total number of impressions for all the boosted or promoted posts. The impressions of a post represent the number of times that specific post has been seen. This is for the posts published in the selected time period. This metric includes only the impressions - but impressions attributed to paid efforts - for the boosted or promoted posts.

Instagram reach and impressions with Socialinsider

Twitter reach and impressions

The native Twitter app doesn’t measure reach, but it can give you information about the number of impressions.

Twitter Impressions - The number of times your Tweets were seen by other users.

Socialinsider provides the following metrics:

Total Impressions -  This is the total number of impressions for all the Tweets. The impressions of a Tweet represent the number of times that specific Tweet has been seen. This is for the Tweets published in the selected time period. This metric includes the impressions for all the Tweets (boosted Tweets and organic Tweets).

Organic Impressions - This is the number of impressions for all the organic Tweets. The impressions of a Tweet represent the number of times that specific Tweet has been seen. This is for the Tweets published in the selected time period. This metric includes only the impressions for the organic Tweets.

Paid Impressions -  This is the number of impressions for all the boosted Tweets. The impressions of a Tweet represent the number of times that specific Tweet has been seen. This is for the Tweets published in the selected time period. This metric includes only the impressions for the boosted Tweets.

Twitter impressions with Socialinsider