Reach

Reach measures audience breadth — how many distinct people your content reached. It is the denominator of awareness. Reach is different from impressions (which counts every view, including repeats from the same person) and from followers (your owned audience). Strong reach indicates discovery; high reach with low engagement signals shallow content; high engagement with low reach signals a distribution problem.

Reach is the metric brands pay for when running awareness campaigns. For creators, reach growth precedes follower growth — if reach stalls, follower growth stalls 30 days later.

1. 1Platform shows the post in feed / FYP / search.
2. 2Each unique account that loads it = +1 reach.
3. 3Repeat views from the same account do NOT add to reach.
4. 4Reach is reset per content piece per window.
5. 5Aggregate reach = sum of unique reach across content (deduped where possible).

• Reach is not impressions — repeats don't count.
• 100% follower reach is impossible on most platforms.
• Reach > 100% of followers means non-followers saw it (good).
• Low reach ≠ bad content — check hook + format first.

• Confusing reach with impressions — they're different metrics.
• Measuring reach without measuring engagement rate per reach.
• Ignoring follower vs non-follower split.
• Comparing reach across platforms 1:1 (TikTok > IG > LinkedIn).

• A Reel reaches 80,000 accounts but gets 220,000 impressions — average 2.75 views per person.
• A TikTok video reaches 1.2M accounts in 72 hours from FYP push.
• A LinkedIn post reaches 6,000 of your 12,000 followers (50%) and 4,000 non-followers.

Frequently asked questions

Everything else you might want to know about reach.

Data-backed benchmarks for creators — free, updated for 2026.