Follower reach

Follower reach is the number of unique followers of an influencer who are likely to see a published piece of content. It is a key metric for estimating the potential reach of a campaign before it even launches.

How is follower reach calculated?

Follower reach is not the same as impressions (the total number of views, including repeat views). It is a deduplicated count: each follower is counted only once. In practice, real reach is always lower than the follower count, because platform algorithms do not show every post to the whole community. On Instagram, an organic post typically reaches 10 to 20% of followers.

Follower reach and influencer campaign planning

For a brand, follower reach is a sizing indicator for a campaign. By adding up the reach of the selected profiles, the agency estimates the campaign's theoretical coverage. Combined with the engagement rate, it helps assess audience quality: a profile with high reach but low engagement often points to inactive or bought followers. At TANKE, follower reach analysis is part of the initial scoring of every influencer we shortlist.

TANKE, an influencer marketing agency in Paris, writes this glossary from the campaigns it runs for brands since 2014. Talk to us about your project.