Transcending audience measurement: social media incremental reach

The industry keenly recognizes the surge in appetite for news and content on social media platforms. Over the last two years, many of our clients and partners - primarily publishers and advertisers - have openly expressed to us the critical role social plays in their business to propel content distribution and maximize audiences. Yet, our clients note the challenges which come from rising demand, chiefly, how to capture this incremental reach from third-party platforms.

The usage, and therefore significance, of social media has continued to increase, surpassing 50 million unique visitors in the UK and has garnered interest from 82% of the country’s digital population as of June 2023.

How to measure social media incremental reach?

Audiences originating from publishers' or advertisers’ content on social platforms, such as Facebook, Instagram, or X, can be hard to quantify. Although the content is shared on these platforms, its ownership and reach remain with the original creators. Therefore, the industry must accurately measure and monetize the incremental reach provided by social media.

We're proud to share that Comscore leads in this area with Social Incremental. This innovative measurement solution merges and deduplicates digital and social media audiences. It was recently launched in the US market. Now, it's undergoing final testing stages in the UK, as well as other European countries including Italy, France and Spain.

Comscore embraces the industry challenge

Social media drives content distribution in today’s digital age, underscoring the importance of understanding the added reach from these platforms.

At Comscore, we’ve embraced the challenge of delivering a unified digital and social measurement solution that mirrors the true landscape of media and brands. Disregarding the influence of social media coverage when discussing digital audiences leaves a crucial piece of the puzzle missing. We're here to complete that picture.

Our mission is to provide a measurement solution that accurately represents the landscape for publishers and advertisers.

For more information about how Comscore measurement can help your business, feel free to reach out.