Reach
What is reach?
Reach is the number of distinct people who saw a post, ad or campaign at least once. It is reported by the platform to the account owner; outsiders can only estimate it from views and followers.
Reach is different from follower count (not every follower sees every post) and from impressions (which count repeat views).
Why reach matters
Reach shows how many people a campaign actually got in front of. For a creator deal, ask for reach and impressions screenshots after the post goes live.
Related marketing terms
Impressions count how many times content was shown on screen, including repeat views by the same person, unlike reach, which counts people.
Engagement rate measures how much an audience interacts with posts: likes, comments and shares divided by followers or views, as a percentage.
Brand awareness is how familiar your target audience is with your brand: whether they recognise it, remember it and think of it when buying.
Audience demographics describe who follows a creator or brand: location, age range, gender split and language. They decide audience fit.