Reach represents the estimated number of unique people your coverage could have reached. It gives you the potential audience size across each media type.

This ensures that Reach reflects the potential audience size across different channels, while remaining consistent and comparable.

We’ve carefully considered how best to calculate TikTok Reach, and unlike Instagram, using follower count is not a reliable indicator.

Because of this, follower count does not accurately reflect how many people a TikTok may reach. Instead, we use video views as the most accurate measure of reach on TikTok.

That said, we do still capture follower counts at the contributor level, so you can compare how a creator’s following aligns with the views their content generates. This is also where our View Rate metric comes in:

Reach shows you the scale of potential audience exposure. It tells you how many unique people your content could have been seen by, but not how many times they saw it.

Other services may report Total Visits instead of Unique Visitors, or they may not adjust for country-specific audiences. For social, some tools may include inflated or inactive follower counts. Our methodology avoids this by applying credible, standardised sources.

Using Reach ensures you understand the true potential audience across multiple channels, providing a consistent baseline to compare coverage across campaigns, competitors, and markets.