In a nutshell
Impressions are the number of times a post was shown in a timeline, in search results and elsewhere. They count displays, not the number of people who saw it. If one person sees the same post in the morning and again at night, that is 2. For that reason, impressions are normally larger than the reach of the same post.
How networks differ
| Network | Name of the display number | Things to know |
|---|---|---|
| X | Impressions | Up to 36 hours for the number to settle |
| Views (number of plays) | Impressions were retired for posts made after July 2, 2024 |
On X, the post activity screen shows the number of impressions. According to X, the number usually updates within seconds, but it can take up to 36 hours to settle, and it may move a little in the meantime (X post activity).
On Instagram, Meta's developer documentation says impressions were retired for posts created after July 2, 2024, and "views," which count plays, are now the main number (Instagram media insights). Even when they describe "seen a lot," each network uses a different name and counting method, so keep that in mind.
How to use them
Impressions show how often a post was put in front of people. When they are low, it is a sign to revisit your posting times and the conditions for getting into recommendations. However, a post being displayed does not mean it was read. Combined with the number of reactions as an engagement rate, it tells you whether the content actually landed.
When you compare posts with each other, it also matters to match the time since they were posted. A post that just went out and one that has been up for a week grow at different rates.
In SNS TOWN
On the Analytics screen, you can see the impressions of your connected X account as a daily line chart, next to likes and replies. Numbers for each post are read back every day for the first 3 days after it goes out, and once more on day 7. How to read the screen is explained in Track followers and reactions.
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