What is Reach?
Reach is the total number of unique accounts that saw a piece of content during a given period, distinct from impressions which count every view including repeats.
Reach measures unique eyeballs, so it is always less than or equal to total impressions. A post seen twice by the same person counts as 2 impressions but only 1 in reach. Reach is used to measure the actual audience size a campaign touched.
Brands use reach to estimate how many potential customers were exposed to a message. Combined with engagement rate, it helps calculate whether a creator's audience actually responds, not just scrolls past.
Creators should include reach figures in their media kit alongside engagement rate. Platforms like Elev8or let creators showcase these metrics directly on their public profile page.