Digital Media: Reach vs Engagement

Companies making use of digital media advertising through social media always come face-to-face with a common question in this digital age: What is more important, reach or engagement? Before deciding on whether to make use of a digital media agency, it is advisable to set clear social media goals for your business by understanding the difference between these terms.

Understanding how reach and engagement can benefit your business is vitally important for both your business and digital media companies. Here is a look at what the differences are:


The general consensus among many companies starting with their social media accounts is to grow their following. Having 10 000 or more people liking your page might seem like the ideal situation, but understanding what those ‘likes‘ mean for your return on investment (ROI) might change your perception.

When your posts appear on someone’s newsfeed, it is considered reach. This can be divided between organic reach and paid reach. A leading digital media agency will be able to offer both solutions to you. The further and more people your post reaches, the better it is thought to be for your digital media marketing campaign.

While this used to be considered a good way of informing people of your brand, and in some cases it still is, it does not always generate real return on investment. In fact, a large quantity of people will generally just scroll past your post. This is where the skills of your digital media marketing agency come to the fore. If they are able to create engaging and visual content, your post will more likely attract the attention of the viewer. It is at that precise moment where engagement comes into play.


The term engagement is used when people like, share or, more importantly, comment on a post. This shows they are reacting towards your post (highlighting the fact they paid attention to it). Digital agencies attempt to create an online community that actively engages in your business’ posts so that you can yield a better return on investment for each post. By doing this, your business can directly engage with your consumers and react to the community.

Studies have shown that people are more likely to trust a recommended product or service from their friend than marketing from a company. Thus, focusing on building a relationship this online community is critical, as they are a direct link to manage your brand perception.

Generally, pages with a larger following get more engagement on their posts. However, the engagement is not always meaningful and doesn’t produce actual leads.

The aim of your digital media marketing campaign is to create leads. Whether your company regards the quantity of followers just as important as the number of engagers, understanding what your social target is, remains the most important factor. Both can b9e achieved, but both can yield unwanted results if your company’s goals do not align with your campaign.


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