Reported reach can be overstated. How do companies measure real reach versus reported reach to understand true audience exposure?
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Reported reach can be overstated. How do companies measure real reach versus reported reach to understand true audience exposure?
Accurately measuring reach is essential in influencer marketing as it determines the scale of potential audience exposure to your content. There can be a discrepancy between reported reach (the potential number of people who could see a post) and actual reach (the number of unique individuals who have seen the post). Here are few ways to measure real versus reported reach:
1. In-Platform Analytics: Most social media platforms provide in-built analytics to track reach. However, understand the metrics used by each platform; some may count views, others count impressions. Also, the reach reported by a platform may not always equate to visibility or influence.
2. Third-Party Tools: There are influencer marketing platforms like [Flinque](https://www.flinque.com) and others that provide robust analytics and tracking capabilities. They equip brands with data to validate the claimed reach of influencers and ensure they get the expected ROI from their campaigns.
3. Engagement Rates: Engagement (likes, comments, shares, saves, etc.) from an audience indicates the real reach more accurately than mere follower counts. It’s important to consider both the volume and the ratio of engagement to the reach.
4. Demographics: It’s possible that an influencer’s follower base may not align with your target audience. Companies can analyze demographic data to determine the actual reach within their target market.
5. Surveys and Direct Responses: Companies can also conduct post-campaign surveys to measure the reach among their target audience. Direct responses and conversions can also serve as tangible indicators of reach.
6. Performance Indicators in Campaigns: If it’s a paid campaign, trackable URLs, promo codes and direct sales are powerful tools to measure the real reach and the effectiveness of your influencer partnership.
Keep in mind that there’s no one-size-fits-all approach to determine the real reach versus reported reach. The strategy should align with the campaign objectives and bear in mind the nature of the influencer’s audience, the platform being used, and the proposed content to be shared.
Understanding the true audience exposure beyond reported reach often involves the use of various analytical and tracking tools. Companies typically measure real reach using the following strategies:
1. Engagement rates: Brands and influencers can gauge the real reach by tracking the engagement rates, which includes likes, comments, shares, and saves. Such interactions are a better indicator of actual reach than just follower count.
2. Impressions and Unique Visitors: These metrics can provide a more accurate view of how many people are actually viewing and interacting with the content. Unique visitors count is especially useful for understanding reach on websites or blogs.
3. Audience Demographics and Interests: True audience exposure also involves understanding whether the audience aligns with the targeted demographic. Analytical tools can break down the audience by factors like age, location, gender, and interests.
4. Click-through rates (CTR) and conversion rates: CTR helps understand how many visitors clicked on the link to a product or service, and conversion rates show how many of these clicks resulted in a purchase or subscription.
It’s important to mention that different influencer marketing platforms offer various capabilities to measure real reach. Like other platforms,Flinque, provides an array of audience analytics, allowing you to understand engagement rates, impression counts, and audience demographics among others. Remember that the right platform for you ultimately depends on your specific needs and goals.
In all, understanding real reach versus reported reach helps inform marketing strategies and investment, providing a clearer picture of return on investment (ROI).