At UP Market Media, we talk a lot about reach. One of the ways to measure success of a social media post is by analyzing the reach obtained. But there are two types of reach: organic and paid. So what’s the difference?
Organic reach calculates how many people your page’s post reached for free on Facebook. In other words, you did not have to pay for someone to see your post. Reach does not take into account interactions with the post (ex: like, share, video views, etc.), but interactions with posts on your page DOES increase the likelihood that more people will see your posts. Check out our blog 4 simple ways to increase your organic reach on Facebook to learn more about how to increase your reach.
Since organic reach means people see your page’s posts for free, of course you want to make the most of it. Over time, our goal is to help your average organic reach increase steadily.
Facebook recently changed their reach calculating algorithm. The algorithm now calculates how many screens your post actually entered, as opposed to the old version, which counted how many news feeds the post entered. As a result, you may have seen a decrease in the organic reach for your page. However this should not discourage you! This data is actually far more accurate to the amount of people who have laid eyes on your post. Accurate data is the first step to determining what is most effective for your audience.
Paid reach is defined as number of people who had a paid post from your Page enter their screen. Paid reach includes boosted posts, as well as targeted ads. If your post reaches someone’s screen through both paid and organic distribution, they’re counted toward each.
Paid reach is a great way to kick start your Facebook page. When you’re just getting started, you won’t necessarily have the following that you need to get a good organic reach. By paying (or boosting) your posts, you can target specific segments of social media users, and in turn, gain the attention of your desired audience.