Reach is lower than impressions whenever people see a post more than once.
Use reach to judge how far a post travelled and impressions to judge how often it appeared.
Glossary
Reach: what it means
Reach is the number of different people who saw a post, counting each person once however many times it was shown. It is the base for rates such as engagement rate. Networks estimate reach in different ways, so figures from different networks are not directly comparable.
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Does reach include followers only?
No. It counts anyone who saw the post, followers or not, as the network reports it.
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