Reach and Engagement
The total reach achieved in 2024 was over 1 million, at 1,290,982.
The majority of this reach, 80%, was generated by the Central Radio Campaign. 13% of reach was generated by Facebook posts.
The reach of the Facebook posts at 169,035 is over six times the reach of the Instagram posts at 26,718. The reach of the Encounter website at 29,198 is 75 times greater than the reach achieved from the Visit Preston webpage reach, 387.
Table 1: Encounter Festival 2024 reach
| Source of reach | Number | % of total reach |
|---|---|---|
| Central Radio Campaign reach | 1,032,665 | 80 |
| Facebook posts reach | 169,035 | 13 |
| Total social media ad reach | 31,647 | 2.5 |
| Encounter Festival website reach | 29,198 | 2.2 |
| Instagram posts reach | 26,718 | 2.1 |
| Creative Tourist campaign reach | 1332 | 0.1 |
| Visit Preston webpage reach | 387 | 0.03 |
| Total reach | 1,290,982 | 100 |
Data source: Preston City Council social media report.
The total engagements achieved in 2024 is 10,378. The largest proportion of engagements was generated through Facebook posts (70%), with 16% of engagements generated through Instagram posts and 14% of engagement through social media ads.
Table 2: Encounter Festival 2024 engagement
| Source of engagement | Number | % of total reach |
|---|---|---|
| 7269 | 70 | |
| 1630 | 16 | |
| Social media ads | 1479 | 14 |
| Total engagements | 10,378 | 100 |
Data source: Preston City Council social media report.
There were a total of 156 Facebook posts running from 20.02.24 to 24.09.24. These posts generated a total reach of 169,035, 7269 engagements and 1105 clicks. This generates an average reach of 1084 per post, an average of 47 engagements per post and an average of 7 clicks per post.
Three posts achieved a reach of over 10,000
 |  |  |
| Reach: 23,254 | Reach: 18,604 | Reach: 13,320 |
Two posts achieved over 1000 engagements
 | |
| 1192 engagements | 1033 engagements |
Two posts achieved over 100 clicks
|  |
| 41 clicks | 139 clicks |
- The 156 Facebook posts in 2024 is around four times the number of 38 posts in 2023.
- The total reach of 169,035 in 2024 is 91% higher than the total reach of 88,595 in 2023.
- The average reach per post in 2024 however of 1084 is 53% lower than the average reach in 2023 of 2331.
- The total number of clicks of 1105 in 2024 is virtually the same as for 2023, 1103.
- The average number of clicks per post in 2024 however at 7 is 76% lower than the average of 29 clicks per post in 2023.
Table 3: Facebook analysis: 2023 and 2024
| Facebook analysis | 2023 | 2024 | % change 2023 - 2024 |
|---|---|---|---|
| Number of posts | 38 | 156 | +311 |
| Total reach | 88,595 | 169,035 | +91 |
| Average reach per post | 2331 | 1084 | -53 |
| Total clicks | 1103 | 1105 | 0 |
| Average clicks per post | 29 | 7 | -76 |
Data source: Preston City Council social media report.
There was a total of 85 Instagram posts from 1.01.24 through to 24.09.24. These 85 posts generated a total reach of 26,718.
Three posts achieved a reach of over 1000
 |  |  |
| Reach: 1500 | Reach: 1313 | Reach: 1313 |
A total of 1630 engagements were achieved from the 85 posts, generating an average of 19 engagements per post.
Two posts achieved over 100 engagements
 |  |
| 510 engagements | 153 engagements |
- The 85 Instagram posts in 2024 is a 143% increase on the 35 Instagram posts in 2023.
- The 2024 reach of 26,718 is a 69% increase on the reach of 15,785 in 2023.
- The average reach per post in 2024 however at 314, is 30% lower than the average reach of 2023 at 451.
Table 4: Instagram analysis: 2023 and 2024
| Instagram analysis | 2023 | 2024 | % change2023 - 2024 |
|---|---|---|---|
| Number of posts | 35 | 85 | +143 |
| Total reach | 15,785 | 26,718 | +69 |
| Average reach per post | 451 | 314 | -30 |
Data source: Preston City Council social media report.