This means that you had more people who went back and revisited the post after the first time they saw it. This also means that sometimes, you’ll see posts with a higher number of impressions than reach. Typically, the average Instagram post isn’t going to reach all of your followers organically, simply due to the way the algorithm distributes posts to users’ news feeds. That previously mentioned user who looked at your post five times would still only count as one when measuring your total reach.īreaking things down a bit further, organic reach measures the number of users who saw your post without it being served to them as part of a paid promotion. Instagram reach, on the other hand, measures the number of unique users who saw a post. This means the same user could see a post five times, and each of those would count as a new impression.
They aren’t the same thing, and understanding how they differ is vital to using your Instagram metrics properly.Īs previously noted, Instagram impressions measure the number of times any user saw a post.
One area that often trips marketers up (both on Instagram and other social media platforms), is that they confuse reach and impressions.
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