Here are a few awareness metrics to prioritize.

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A screenshot of the customer feedback report in Sprout Social displaying a bar graph plotting out customer feedback results.
Comments
While this is also an engagement metric, canada b2b leads what people are saying in the comments provides valuable information about them, and your brand. The comments section is a great place to uncover opportunities to improve the customer experience.

Awareness metrics
Awareness metrics, as the name suggests, are integral to connecting the dots between your social media strategy and the brand awareness it’s creating.


Impressions
At the post level, impressions are how many times a post is displayed to someone. Impressions are a good indicator of how popular a piece of content is, and that people may be viewing a post multiple times.

Not every channel has both reach and impressions. For example, TikTok’s “total video views” is the equivalent of impressions. Twitter and YouTube only offer impressions; not reach.

While impressions tell you a lot about the potential visibility your content has on social, it’s still important to look at other metrics for ultimate performance context. If you have multiple goals, like increasing awareness and educating your audience, you’ll likely want to look for a combination of impressions, engagement and conversion rate.