In a nutshell
Reach is the number of people a post got to. If 100 people saw a post and some of them saw it twice, the reach is still 100. Set beside impressions, which count displays, it gives you a rough idea of how many times each person saw it.
How networks differ
| Number | What it counts | If the same person sees it twice |
|---|---|---|
| Reach | Number of accounts that saw it | 1 |
| Impressions | Number of times it was displayed | 2 |
On Instagram, reach is the number of accounts that saw a post at least once, and it is described as an estimated value (Instagram media insights). Depending on the screen, it may also be called "accounts reached" or "viewers."
The post activity screen on X mainly shows impressions, and no number called reach is listed. When you report across networks, noting which of the two numbers you are showing helps prevent misreadings.
How to use it
Reach is good for seeing how far a post spread beyond your followers. If reach is larger than your follower count, the post got out through recommendations or shares. On the other hand, if it stays far below your follower count, your posting times or content may not be catching your followers' eyes.
Because reach is an estimate, it also matters not to judge by small ups and downs in individual posts. Looking at several posts together as a monthly trend is more reliable. How to read the numbers is covered in more detail in The basics of social media analytics.
When you want to widen your reach, the key is whether you appear in For You, which is shown to people other than your followers. Aim for posts that make sense on their own and come across to someone seeing your account for the first time.
In SNS TOWN
In SNS TOWN's Analytics, you can see the change in follower count alongside X impressions, likes and replies as a gauge of how far you reached. Which days of the week and times got the most reactions can be checked in Best posting times.
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