Reach

The number of unique users who saw a piece of content at least once during the measurement period.

Reach is one of the two foundational top-of-funnel metrics (the other being impressions). Where impressions count every view (including repeats by the same person), reach counts each unique viewer once. A post with 100,000 reach and 250,000 impressions was seen by 100k people, who averaged 2.5 views each.

Brands optimise for reach when the campaign goal is awareness — launching a new product, entering a new market, or repositioning a brand. For conversion campaigns, engagement rate and click-throughs matter more than raw reach.

On Collabios, brands often request reach data as part of the briefing step so the campaign KPI is anchored against the creator’s typical performance, not against follower-count optimism.