What does the term 'exposure' refer to in the context of social media content?

In the context of social media content, 'exposure' refers to the potential audience for a piece of content. This means the number of people who could potentially see the content when it is shared or published. Exposure is not just about the actual views or interactions that a post receives but focuses on the reach and the estimated size of the audience that might come into contact with the content.

Understanding exposure is crucial for social media strategists as it helps in measuring how far content can spread across different networks, which in turn indicates the effectiveness of a social media strategy in terms of audience engagement. While the total number of followers might provide insight into a content creator's base, and the total views reflect engagement after the fact, exposure represents the maximum potential interaction before those factors are taken into account.