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If someone shares a Facebook post with their 400 friends, then your reach increases by 400. Your reach expands when your fans and followers share your content with other people. If your brand also has a Twitter account with 300 followers, then your total potential reach is 500, at a minimum as public posts will garner more impressions (which is a similar but different calculation, which we will discuss below). For example, if your brand has a Facebook profile that 200 people like, then your reach is 200. More importantly, it is the number of potential users that you can communicate with when posting brand messages. Social media reach defines the extent of the audience who come across your content. Here’s what you need to know when considering the reach of various influencers.

There’s a fair amount of confusion in the marketing industry about social media reach, and it’s time to clear up that confusion once and for all. One metric in particular that you want to consider as you develop influencer relationships is “social media reach,” which can give you an idea of the size of the influencer’s audience and therefore how much heft that influencer has. Without trackable data, you won’t be able to see which influencers are driving traffic or sales to your brand and which influencers are helping your brand get exposure to the bulk of their audiences. Data analytics and KPIs will create a foundation for your influencer marketing efforts.