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Sonali Desai

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The Pivotal Role of Facebook Reach vs Engagement in Building Brand Recall Value

on January 28, 2014

That moment when you’re just scrolling down your Facebook’s news feed and you stumble upon a brand’s sponsored update (having an objective to get new page likes) that catches your attention you find that you can’t just pass it by without clicking the page “like” button. For instance, let’s say a Facebook user came across a home decor brand’s sponsored page like update. On clicking the page like button the Facebook user sees more updates from the same home decor brand page on the first few instances. If the Facebook user interacts (likes, comments, shares) with the brand’s posted updates, Facebook will show the user more from that page. Unintentionally, you become a victim of a clever marketing tactic, and gradually you begin to like this idea of social networking that provides space to interact, advocate, and build a relationship with a home decor brand. This way social media influences you to think of that particular brand first when you’re thinking of buying – say – a piece of furniture. A successful social media strategy thus helps businesses to enhance their brand awareness, build brand recall, and thereby create a favourable brand image. Also, understanding the importance of Facebook Reach vs Engagement is key to creating an effective digital presence.

What is a brand recall test?

A brand recall test is defined as a qualitative measure of how well the name of a brand is connected with a product type by consumers.

How effective is brand recall?

“People don’t know what they want until you show it to them,” this phrase by Steve Jobs rightly elucidates the present scenario of the consumer behaviour. One need not be a psychologist to identify with the statement, ‘consistency builds relationships’. The same is applied in the field of social media marketing, where showing up with something fabulous to say helps businesses build a larger audience.

By doing so, you ensure that it is the name of your brand that first springs in the minds of consumers when making a purchasing decision. If your brand succeeds in a recall test it clearly signifies the efficacy of your marketing activities. But do not forget, people buy with their heart, not their head. Although there are some people who are more logical, but the truth is (admit it or not) most of us buy things based on how we feel and not how we think.

Building brand recall value

If your brand name could pass the brand recall test effortlessly it means both the metrics (Reach and Engagement) have been used perfectly in the right situation.

Facebook definition of Reach

– the number of unique people who saw your post.

Facebook definition of Engagement

– the number of people who like the post, comment and share

Facebook Reach vs Engagement – on what should you focus?

Facebook Reach Vs EngagementBy only focusing on Reach, you’re getting the content in front of as many people as possible and attracting several eyeballs but this may not be all that helpful in driving engagement on your page. For people to view, share, like, comment and start a dialogue with your brand, optimizing for engagement is necessary as this will positively spark a response or a reaction.

The best way to enhance both Reach and Engagement for your brand would be to have a solid understanding of your objectives and goals for your social media marketing agenda. Often marketers and social media agencies focus only on measuring Engagement (likes, shares , comments) discounting the value of Reach. Undoubtedly, both Reach and Engagement are important but reaching the right number of consumers at the right frequency is arguably more important than driving engagement.

For example:
Post 1 received 20 engaged users but 100 people were reached. (Engagement rate – 20%).
Post 2 received 20 engaged users but only 50 people were reached. (Engagement rate – 40%).

In the above given example, even though the brand’s (Post 2) engagement rate is 40%, only half the people were reached. Therefore, in order to avoid running the risk of de-valuing your audience reach, steer clear of advertisers and agencies who have engagement blinders on.

In addition, for most brands, it’s not an easy task to generate organic or viral reach because Facebook adjusts the news feed based on algorithm, which means it reduces reach for pages that get an above average rate of complaints. To tackle this issue, a brand has to incorporate ‘paid media’ as one their important marketing agenda.

Which one is more influential?

Both reach and engagement create a strong, united digital presence. In order to have an effective social media activity their (Reach and engagement) mutual feeding off is essential, as it draws a higher social influence.

Posted in: All Articles, Facebook, Social Media for B2B, Social Media for B2C

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