[What Data Says] Social Media Reach Is Declining on All Major Platforms
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[What Data Says] Social Media Reach Is Declining on All Major Platforms

Elena Cucu
Elena Cucu

Table of Contents

When analyzing social media reach, marketers may have different ways of looking at this social KPI.

For some social media managers, the β€œreach” metric stands for engagement by reach, while others - when hearing the term - think about reach rate data.

On that note, let's see what the analysis of 933.200 social posts has revealed about social media reach in 2022.

Social media reach metrics and insights you need to know for 2022


1. Social media reach rate data
2. Facebook and Instagram engagement by reach stats for 2022
3. Methodology

This is a quote from Christina Garnett - senior marketing manager at Hubspot about social media reach in 2022.

1. Social media reach rate data

Social media reach is one of the most important content KPIs, counting the total number of unique viewers your social posts have had.

Especially relevant for measuring brand awareness, social media reach is one of the go-to social media managers’ metrics analyzed for this business objective.

The average reach rate can be calculated by dividing the total reach of a post by the total number of followers and multiplying the result by 100.

Over the last couple of years, several social media studies have emphasized Instagram’s superiority in performance compared to Facebook.

Whether for its increased reach, engagement, and many other KPIs, Instagram has proven to be the better choice for marketing purposes.

This is a quote from Andy Crestodina regarding social media reach.

While in 2022, Instagram registers an average reach rate of 13.51%, Facebook’s average reach rate goes only up to 8.60%.

However, when looking at the data, there’s an obvious dropping tendency for the average reach rates across multiple social media channels, with Instagram getting the most notable downgrades.

Here's a chart showing what's the organic social media reach for Facebook and Instagram in 2022.

Compared with last year's values, the average reach rate is decreasing by 29% on Instagram and by 9% on Facebook.

This is a quote from Dorien Morin-van Dam - social media speclialist about social media reach

2. Facebook and Instagram engagement by reach stats for 2022

The average engagement rate per post by reach can be defined as total engagement (which includes the sum of several KPIs, depending on the platform analyzed) divided by the number of posts published and then all divided by the total reach.

The final result is to be multiplied by 100 to get a percentage.

With reach representing the total number of unique viewers a social post gained, engagement by reach displays how many interactions a post has gathered from those viewers.

Since a brand's social posts are usually seen only by a part of its total social media followers, the engagement rate by reach is considered a more accurate and insightful way of getting engagement data.

Compared to the engagement rate by followers, engagement by reach is frequently the preferred formula when measuring engagement.

That’s because this measurement version shows how relevant a piece of content was for those users that have actually seen it.

This is a chart showing what's the engagement rate by reach on Facebook and Instagram in 2022.

Most of the time, the people reached make for a smaller base than the total follower base.

With fewer users taken into account as a reference, in this situation, there will be significant variations in numbers when calculating engagement by both followers and reach.

As our social media industry benchmarks study has shown, when looking at the average engagement rate by followers, there’s a noticeable difference between the engagement levels Facebook and Instagram offer.

Moreover, regardless of how marketers may look at engagement, according to data, one thing is clear - Instagram records higher engagement rates than Facebook.

While Instagram gets an engagement rate by reach of 3.35% on average, Facebook records average values that go up to a maximum of only 1.40%

This is a quote of a Facebook marketing expert - Mari Smith - about social media reach.

3. Methodology

The findings of this study are based on the analysis of 933.200 social posts, published between July 2021-July 2022, divided as follows: 613.013 Facebook posts and 320.187 Instagram posts.

The other social media platforms were not included in this research, as some have different ways of calculating engagement, while others do not offer reach data.

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Elena Cucu

Elena Cucu

Content Writer @ Socialinsider

Mixing the words with the data is how a digital marketer should play the game of brands. And that’s me, a driven-born digital storyteller!

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