What it does not tell you
One person who sees your reel four times counts once. That is the whole difference between reach and impressions, and it is why reach is the more honest number of the two for judging whether a post found new people. Reach also includes people who already follow you, so a high number does not by itself mean you reached anybody new. The figure worth watching is what share of your reach came from people who do not follow you, which Instagram reports separately.
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- ImpressionsImpressions are the total number of times a post was displayed, counting repeat views by the same person.
- Reach rateReach rate is the share of your followers a post reached, written as a percentage.
- Engagement rateEngagement rate is the share of people who interacted with a post, written as a percentage of either your followers or the accounts the post reached.
Now the harder question. What do yours say?
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