Reach and views are two important metrics used to measure the performance of online content. However, they measure different things and should not be used interchangeably. In this article, we will look at what reach and views mean, how they differ, and why it’s important not to equate the two.
What is reach?
Reach refers to the total number of unique people who have had the opportunity to view a particular piece of content. It represents the size of the audience exposed to the content.
For example, if a social media post was displayed to 1,000 followers, the reach would be 1,000. This doesn’t mean that all 1,000 people engaged with the post, just that they had the opportunity to see it.
How reach is calculated
Reach is calculated by identifying the total number of unique users that content is served to. This includes both organic and paid opportunities to view the content. Some key factors that impact reach include:
- Follower count/audience size
- Paid promotion such as ads or sponsorships
- Sharing and reshares of content
- Hashtags and tagging other accounts
The larger the potential audience and promotion efforts, the higher the reach will be. Reach metrics are useful for understanding the size of the audience tapped into.
What are views?
Views refer to the number of times a piece of content is opened and viewed by users. Unlike reach, which represents opportunity, views measure actual engagement and consumption.
For example, if a video was watched 500 times by users, it would have 500 views. This means it was opened and watched fully or partially 500 times. Views are a concrete measure of consumption.
How views are tracked
Platforms measure and count views differently based on content type. Here are some of the key ways views are tracked:
- Video – View is counted after a certain amount of the video is played (e.g. 30 seconds)
- Social media – View is counted when the content is opened or clicked
- Websites – View is counted on pageviews of website content
- Advertising – View is counted when an ad is opened/clicked
Views help content creators understand actual engagement levels. Higher views signify content and messaging that resonates with the target audience.
Differences between reach and views
While reach and views sound similar on the surface, they measure very different aspects of content performance. Here are some key differences:
| Reach | Views |
|---|---|
| Measures potential audience | Measures actual engagement |
| Represents opportunity to see content | Represents users who saw content |
| Higher reach doesn’t guarantee higher views | Higher views signify interest and resonance |
In summary, reach provides understanding of the possible content exposure, while views reveal actual consumption levels and engagement from the target audience.
Why reach and views should not be equated
Given the differences between reach and views, it’s clear these metrics are not interchangeable. Here are some key reasons why reach does not equal views:
- High reach doesn’t guarantee high views – Content may reach a large audience, but a smaller percentage may actually view it
- Paid reach is inflated – Reach is increased through paid promotion, but views represent true voluntary engagement
- Views can exceed reach – Popular content gets shared and viewed multiple times, leading to more views than reach
- Reach lacks context – Reach alone doesn’t provide insight into resonance or quality of engagement
Marketers should be wary of assuming reach translates directly into views and engagement. While working to expand reach is important, it is even more vital to analyze views to understand true audience interest and response.
Maximizing reach and views
Here are some tips to drive both reach and views for content:
- Produce quality, valuable content that resonates with the target audience
- Promote content through both free and paid distribution channels
- Encourage social shares to expand organic reach
- Analyze performance data to create better engaging content
- Test different content types, messaging, CTAs to improve views
- Monitor which pieces of content earn the most views to replicate success
Conclusion
Reach and views provide valuable but distinct data on content performance. While reach measures the size of the potential audience, views reveal the actual interest and engagement. It is a best practice not to equate reach and views, but rather analyze both metrics to get a full picture of how content is resonating and being consumed. This data should inform content creation and distribution strategy for maximum reach and high organic viewership.