In short
Reach is the number of distinct people who saw a piece of content at least once. It counts unique users — unlike impressions, which count every display, including multiple times per person. Reach shows how broadly content spreads, not how effective it is.
Reach vs. impressions
| Metric | Counts | Example |
|---|---|---|
| Reach | distinct people | 1,000 people saw the Reel |
| Impressions | every display | 1,000 × avg 1.5 = 1,500 impressions |
Example
A Reel is seen by 1,000 people, many of them twice. Reach stays 1,000, impressions are higher. For awareness reach matters; for frequency, impressions.
Why it matters
Reach is an honest awareness baseline — but not proof of impact. Only together with engagement, clicks and attributed sales does a performance picture emerge. Be careful with derived monetary figures like EMV.
At Collavo
Collavo shows real platform insights straight from the Instagram, TikTok and YouTube APIs — no invented numbers. A missing value is shown as "—" instead of a 0.
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