What is reach?

Short answer

Reach is the number of people who saw the material — each one counted once, no matter how many times they came back to it. It only tells you the size of the audience that had contact with the content. It does not tell you how many of those people watched to the end, clicked the link or bought the product.

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What exactly is reach?
How is reach different from views?
Why look at reach at all?
Related terms
Frequently asked questions

What exactly is reach?

The platform adds to reach the unique accounts that had contact with the material: saw it in recommendations, on the profile or in a Story. One person, even if they came back to the recording several times, counts only once. That is why reach describes the size of the audience, not its attention or its readiness to buy — those are separate things, measured by separate indicators.

How is reach different from views?

Reach counts people, views count plays. The same person who watched a reel several times adds one to reach and several to views — which is why there are always at least as many plays, and usually more. When you see one big number in a report with no label, first ask which of the two it shows, because the difference can be considerable.

Why look at reach at all?

Because it is the only metric that tells you how many real people learned about the brand at all. In awareness campaigns it is sometimes the goal in itself. But reach does not show how many people took an interest in the offer or how many bought — those answers come from engagement, clicks and conversions. Read on its own, it always looks better than what it means for sales.

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Related terms

Words that come up in the same conversations. Each has its own definition in the glossary.

Views: The number of times the material was played, repeats by the same people included. Always higher than reach, which is why it is easy to mistake for the number of viewers.
Engagement: The audience's reactions to the material: likes, comments, saves, shares. It shows whether the content moved people or only scrolled past their eyes.
Engagement rate: Engagement measured against the size of the audience and given as a percentage. It lets you compare a small account with a large one and catch profiles with dead followers.
CTR: The share of people who clicked the link after seeing the material. The first signal of whether the promise in the content was concrete enough for someone to want to look further.

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Frequently asked questions

Does more reach mean more sales?

There is no such relationship. Reach says how many people saw the material, not how many of them needed the product. Sales only show up in conversions, and those are what is worth setting as the campaign goal.

Where do you get reach data for a collaboration?

From the statistics of the creator's account: platforms show the reach of each post separately. Ask for screenshots right after the campaign ends, because Story data disappears together with the material after a day.

Can reach be predicted before a campaign?

Only roughly. The creator will give a range based on their recent posts, but the specific result depends on the topic, the format and how strongly the platform's recommendations pick the material up.