What does reach mean on Instagram insights? Reach definition and meaning explained! Written by Mau, a Senior Instagram Marketing Specialist at eDigital.



Reach is the number of unique accounts that have seen any of your Instagram content pieces including posts, stories, reels or IGTV videos, at least once. Reach is different from impressions, which may include multiple views of your content pieces by the same user.

The reach metric on Instagram is estimated. This means the reach metric on Instagram Insights is derived through statistical sampling or modelling rather than a straight actual count.

Statistical sampling looks a portion of a data set that represents a larger population included in an entire set of data. This way, Instagram can calculate the reach metric quicker than trying to calculate the exact value as this may take longer or be a more difficult task.

In summary, the reach metric on Instagram Insights is a “Good” representation of the actual count, but it is not the actual count of accounts reached by your posts.

You may ask: Why Instagram sample the reach metric?

For one main reason: Sampling speeds up the time it takes to query the reach data and present it to you every time to open Instagram Insights.

A quick question for you:

  • How much of your time and money with Instagram Marketing is actually generating benefits for your business?
  • Is it really worth your endless time promoting your Instagram account when you know you do not even own it?
  • Would you better off pivoting your marketing resources to other areas?

I see this ⛔️  MASSIVE ISSUE ⛔️  many times!

Many new business owners, entrepreneurs and marketers naively think the more noise they create on Instagram, the more likely potential customers will like their brands and buy.

Does that sound like you?

That’s ok.

You can always change the way you see Social Media Marketing by starting a successful social media strategy.

✅  Once you have your social media strategy defined, many things will make more sense and I will assure you will look at Instagram Marketing in a far different new way.

In fact, a well-crafted strategy will:

✔︎ Free up valuable time
✔︎ Make you produce far less but better quality content and,
✔︎ You will get greater results as followers and customers will notice.

If you believe you have a creative, passionate and curious mind, I invite you to read my article about How to write a killer Social Media Strategy.

I guarantee you will start doing Social Media Marketing in a far more meaningful and effective way.


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MAU. award winning digital marketing specialist at eDigital Agency

Mau is a Senior Digital Marketing Specialist with 15+ years helping clients solve their digital marketing challenges. Mau is a certified Facebook & Adwords Professional, Certified SEO Consultant and industry speaker. Mau trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. Subscribe to Mau’s e-newsletter connect on LinkedIn Instagram Facebook

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