Reach estimates the total amount of impressions generated from any published content. For example, reach can refer to the number of views on a YouTube video or the number of followers on TikTok.

Reach can be divided into passive and active reach; the former relates to the total amount of followers or subscribers. For example, a channel with 4 million subscribers is considered to have a high passive reach. Active reach is the number of times an audience views or listens to a piece of content – for instance, the number of views on a TikTok video.

Why is reach important?

Reach helps you understand if you’re getting through to your target audience, which is key for brand awareness and top of mind.