What does the term 'impressions' refer to in social media marketing?

In social media marketing, the term 'impressions' specifically refers to the total number of times content is displayed, regardless of whether it was clicked or not. This metric is crucial for understanding the reach of a particular post or advertisement, as it provides insight into how often the audience is being exposed to the content.

Impressions count each instance of the content being shown, meaning that if a user sees the same content multiple times, each view is counted as a separate impression. This helps marketers gauge the visibility of their campaigns and assess how well their content is saturating the target market.

In contrast, other options define different metrics. For instance, the count of unique users who saw the content refers to reach, while engagement rate and interaction counts pertain to how users are actively interacting with the content, which are separate aspects of social media performance analysis.