What is Reach?

Reach is the number of unique accounts a post was shown to. Unlike impressions, it does not count repeat views, which makes it the closer measure of how many people your work actually touched.

The strategic fact about reach is that you do not control it. The platform’s ranking system decides who sees each post, and that decision changes with the algorithm. This is why reach is best understood as rented attention, and why the durable move is converting some of it into an audience you can contact directly.