When we post on social media, we all want to know how many people saw our content on their news feeds. Organic impressions give us a sense of this number and are a crucial social media metric to consider in every digital marketing campaign. Here’s everything you need to know about calculating organic impressions and increasing your reach.
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What are organic impressions?
The organic impressions metric represents the number of times your post popped up in people’s newsfeeds. This SEO metric gives you a strong indication of the number of people who may have seen the post, thus giving you an idea of your brand awareness growth, organic reach, and the number of impressions.
Organic impressions are just one way to measure the total number of times your post popped up; there are also paid reach (like Facebook ads) and viral impressions metrics that will help you get a better picture of your overall marketing strategy, the total number of people you are engaging, and the effectiveness of your social media marketing. Organic impressions are a valuable metric to consider when you are a brand that is already satisfied with your reach and are looking to continuously increase the engagement rate with your existing followers or target audience.
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How to calculate organic impressions
If we were to consider the organic impressions of a Facebook post, it would essentially represent the number of views the piece of content received from the social network’s newsfeed. This important metric doesn’t necessarily indicate the total number of unique users, since it only refers to views from the newsfeed.
There is not a given formula to determine this datapoint, since it is just a counted number. Instead, you can access the metric of your Facebook page or other platforms through social media analytics. With google analytics or Facebook analytics, for example, you will be able to view a graph of the different types of impressions your account, post, or page is receiving to get a better understanding of the number of unique people engaging on your social media platforms.
What are good organic impressions?
There is no solid rule or number to follow when it comes to measuring organic impressions since the algorithm performs differently for every account, and it is all relative to the size of your account and following. One thing to keep in mind is the relationship between reach vs. impressions. Since reach refers to the total number of accounts that your social media campaign reached through all types of content (including paid reach), having a higher reach-to-impressions ratio is a good indicator of the types of content performing well for your account. In this case, anything above 0.2 is considered good. When organic impressions are higher than organic reach, you know that your audience is viewing your content multiple times which might indicate a high click-through rate (ctr) and successful media engagement.
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What are bad organic impressions?
Similar to how there are not objectively strong numbers when it comes to organic impressions, it is hard to objectively measure a bad impression rate. It is all about navigating the relationship between your organic reach and impressions.
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Organic impressions KPI examples & templates
Your organic impressions can be added to multiple different types of reports. Here are some of them:
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Social media report template
Social media report templateOur social media report template has everything you need to get your marketing team started quickly: it’s pre-built with the standard social media metrics and KPIs you need, and it’s fully customizable so that you can visualize the data you want, the way you want. From tweets to Instagram analytics stats and hashtags, you'll be able to track your entire social media performance at a glance.
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Google Ads Dashboard
Google Ads DashboardYou know what KPIs you should be tracking for your client's Google Ads campaigns. So don't make reporting a headache - use our Google Ads dashboard. With preset KPIs, real-time data fetching, and a ton of customization options, what's not to love?
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Community management report template
Community management report templateTrack all your social media performance, and show your social media strategy results to your boss in no time! Spend less time reporting and more time on growing your community with this all-in-one community management report template.
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Organic impressions best practices
To achieve a high number of organic impressions, here are some of the best practices you should keep in mind:
Post during slower hours
Post during slower hoursBy posting content when few other accounts do, you will have a higher chance of achieving viral reach through your impressions, as your content will have fewer accounts to compete with and may show up on more newsfeeds.
Promote your profiles
Promote your profilesCross-promote your social media profiles on other accounts to encourage further impressions on Twitter, Facebook, LinkedIn, and more.
Refine your keywords and AdWords strategies
Refine your keywords and AdWords strategiesEnsuring that your profile or page is optimized to reach your target audience will help your account get better organic search in the search engine and increase your audience reach.
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Ressources about organic impressions
Learn to use This KPI in our Help Center
- How to create a dashboard with Facebook Insights?
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- How to create a dashboard using YouTube?
Read about this KPI on our blog
- Social Media Reporting: The Complete Guide for 2021
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