The sum of the followers of all people (not limited to unique people) using a hashtag during a given reporting period.
Why It's Important
How many times could Instagram users have seen your posts? That’s what potential impressions are all about.
By measuring the amount of mentions your hashtag is getting alongside the potential impressions of your hashtag, you can get a good idea of how the two correlate and how many eyes are on you – another way of saying how much Insta-influence you’re rocking right now.
How to Use It
Create a barometer by which to judge the success of the campaign you’re currently planning or the virality of your brand’s hashtag by evaluating a previous campaign, a competitor’s campaign, or your brand’s hashtag over a given time period.
Getting as specific as possible with the time period you choose will allow you to understand the catalysts for hashtag impression growth and decline for your brand and/or industry.