Measuring brand awareness can be challenging, as you can’t always directly attribute an increase or decrease to a specific reason. There are a lot of methods to improve brand awareness and a compelling list of reasons why a company should work on this.
Brand awareness gets your target audience to recognize, remember, and relate to your business. It generates additional interest takes people from curious strangers to satisfied customers.
Having the right brand awareness strategy in place is the first step, but it’s also important to know how to measure brand awareness and look at the right metrics.
Brand Awareness Metrics
The best brand awareness metrics give you an indication of attention your brand generates and how familiar your audience is with the brand. There are a two primary marketing metrics that help you measure brand awareness: impressions and reach.
Impressions: This is the number of times a piece of content is displayed. An impression is simply how many times your content has been served to users. While it doesn’t include an engagement component, it doesn’t need to for assessing brand awareness. The metric is valuable in understanding how far the visibility of your content is.
Reach: The reach shows the number of people who have seen your content. Reach indicates the potential size of your audience, since not every follower will be interested to see your content.
Reach is particularly useful for assessing engagement metrics. Reach is the baseline you can compare your engagement metrics against. You can find the engagement rate by dividing total engagement by reach to figure out what percent of users who view your post also engage with the content. Furthermore, this metric helps you see the spread of conversation about your content across social media. Reach can also be broken down into three main types that allow you to get a better view of your audience:
- Organic Reach: Users seeing your content on their social feed
- Viral Reach: Users who see your content due to another user sharing it
- Paid Reach: Users who see your content thanks to a paid promotion
Improving these metrics is important for brand awareness because it widens the reach of the brand. Additionally, sharing content which contributes to a meaningful relationship with your followers is a great way to improve the reputation and image of your brand. To increase brand awareness and built loyalty, use content marketing best practices with quality content on all of your social media channels.