Why potential reach and impressions matter on Twitter
All TweetReach reporting includes a number of engagement and listening metrics for Twitter. Two of the main metrics we provide are potential reach and impressions. Let’s talk a little more about what reach and impressions are, and why they’re so important to your Twitter strategy.
Reach is the size of the estimated potential unique audience for your tweets. TweetReach calculates reach algorithmically, based on data we’ve been collecting from Twitter for more than five years. It’s the best way of knowing how large your audience on Twitter can be, and takes unique recipients into account.
Impressions measure the size of total potential exposure. This shows you how many total timelines your tweets were delivered to, so it’s a count of the maximum total impressions possible for your tweets.
Both of these estimated audience metrics are essential for understanding the full impact of your tweets, especially when used alongside Twitter’s internal analytics. Here’s how.
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"Knowing how your actual impressions compare to your potential impressions shows you exactly how well your tweets are performing, how large your audience is, and how large your audience could be."
Brands Connecting with the Instagram Community Online and in the Physical World
When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.
What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.
We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.
On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.
"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."
These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.
We’re excited to see what you do next.
Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?