Reach is a dirty word in a lot of marketing circles and if you’ve operated a Brand Page on Facebook you will likely have experienced the ups and downs. You will also likely have been headscratching as to why it changes and you can thank the Facebook algorithm.
However, this post is not about how your Reach is going up and down based on the algorthim. I’m aiming to help you see things from a different perspective and position Reach as a more important metric than Follower numbers.
Now you might be sitting there and calling me crazy but Reach is more important than Follower numbers if you are writing sponsorship proposals.
Why Reach is such an important metric for sponsor proposals
Let us break things down a little bit. Follower numbers give you a base point from which to operate – 400K on a Facebook Page looks great at Level 1. Now if a Brand asked you the question “how many of those regularly interact?” you might have an answer or you might not. If the answer is a low number then the jump from 400K to that small number has just put your sponsorship/partnership conversation on thin ice.
Why would a company want to sponsor you if you don’t have an engaged audience? Can you offer some data from those 400K that makes them valuable? Facebook’s algorithm means that roughly only 19% of your audience will see the posts that you make so let us take that as 80K for this example.
Facebook provides some useful metrics in the background of your Facebook Page and a number of those are for engagement. Number of likes, comments, shares and so on. This gives you a better idea of how many people are engaging with your content and gives you a real world picture of your audience. 400K may now be a fantasy number.
But this is where Reach can help. For every person that likes, comments or shares your content there is an increased chance other people will see that content. This is exactly the same way those cute cat videos are in your feed. Other people have shared them and the video is now visible to you. You weren’t interested and didn’t engage with a specific page but you have seen the content because someone you know took action.
Let us go back to our example. 80K people are potentially the audience from your Page that Facebook will show your content to. So what about Reach? Well one person in that 80K could share your post and make it visible to their network. That could be another 1K people in the Reach reporting. Another Facebook Page could share it and now you are potentially hitting 19% of their audience and so on.
Time to change your thinking
In the Facebook reporting you have two metrics of Organic Reach and Paid Reach – you can pay to boost posts for greater visibility. While this can confuse things the bit that is more important for your sponsor presentations is Organic Reach. On average, what has your Reach been over the past 3-6 months?
Twitter also provides a similar type of Reach reporting so combining the two channels will give you a greater understanding of which channel is performing better. From here you can start to look at investigating Reach vs. Conversions for things like competition entries, subscriptions or merchandise sales. In a previous post I referenced Goals in Google Analytics – tying your Reach reporting in to successful Goals in Google Analytics is definitely the way to go.
It also demonstrates that you know which metrics are important and this all adds to your credibility. Follower numbers may stagnate and that’s something you shouldn’t worry about. Instead, your focus should be on how you activate those Followers and how your content is seen by more people so that you can add more value to your partners.