{"id":44354,"date":"2019-11-29T12:07:58","date_gmt":"2019-11-29T11:07:58","guid":{"rendered":"https:\/\/blog.buzzoole.com\/?p=44354"},"modified":"2021-03-09T12:32:54","modified_gmt":"2021-03-09T11:32:54","slug":"difference-reach-followers","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/","title":{"rendered":"The Difference between Reach and Followers"},"content":{"rendered":"\n<p>The biggest mistake companies make when talking about Influencer Marketing is considering Followers and Reach to be the same thing.&nbsp;<br>Previously, it came naturally to purchase and evaluate campaigns with influencers based on the overall number of their followers. This happened for two reasons: the number of followers is publicly visible and thus easy to monitor, plus all social platforms used to give it a high relevance.&nbsp;<br>Back to that time, perhaps by assonance with a metric used in traditional media planning, the sum of followers of all the influencers involved in a campaign was considered to be the Reach. This meant that in a campaign with 10 influencers, each with 10k followers, the Reach was thought to be 100k people.<\/p>\n\n\n\n<p>This linguistic approximation might not have been noticed in the past, but today it is unthinkable to mix these two numbers for at least three reasons.<\/p>\n\n\n\n<ul><li><strong>Influencer Marketing can no longer be evaluated on the basis of an ordinary media activity<\/strong>, i.e. a mere purchase of advertising space on Influencers\u2019 profiles. Those who still do this are actually relegating the Influencer Marketing to a tactical role without considering its strategic importance. Today, if you want to get the most out of Influencers engagement, you should think in a strategic way: Creators shouldn\u2019t be considered passive figures who just repeat pre-packaged messages, but \u201ccreative messengers\u201d instead, able to add real value to the brand and its audience.<\/li><\/ul>\n\n\n\n<ul><li><strong>The number of followers is not a reliable indicator of effectiveness. <\/strong>Following the huge growth of subscribers, all social platforms now use algorithms to sort content to users. This means that only a minimal percentage of the followers, changing along with the extent of the follower base, will be able to see the content published by a certain profile. Evaluating a campaign by looking at the number of followers would thus be a mistake. Even bigger if you add up the followers of all the influencers involved in a campaign, because there will probably be overlaps.&nbsp;<\/li><\/ul>\n\n\n\n<ul><li><strong>Social platforms now allow to get the Reach or Effective Reach<\/strong>, that is the number of unique people or accounts that saw a certain social content because it has appeared on their screen. This is a net value as it counts the person and not the times that this has seen the content, likely from more devices.<br>Besides, this metric is only visible to those who produced the content. In case of Influencer Marketing activities, companies usually ask the Creator to provide a screenshot to prove the result obtained. As these images could be fake, the best solution would be relying on companies that have access to the actual Reach. <a href=\"https:\/\/buzzoole.com\/solutions\/discovery\">Buzzoole<\/a> platform is one of these, as it can automatically recover this result from the profile insights (thanks to <a href=\"https:\/\/blog.buzzoole.com\/brands-influencer-marketing\/the-advantages-of-buzzoole-technology\/\">first-party data<\/a>).<\/li><\/ul>\n\n\n\n<p>It is now clear how important it is to know and manage all these different metrics as they are essential for efficient Influencer Marketing activities.<\/p>\n\n\n\n<p> Don&#8217;t miss out on useful updates by subscribing to our newsletter!<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-squared\"><a class=\"wp-block-button__link has-background\" href=\"https:\/\/buzzoole.com\/newsletter?utm_source=blog-buzzoole&amp;utm_medium=cta&amp;utm_content=reach-follower\" style=\"background-color:#9d27b4\">SUBSCRIBE<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The biggest mistake companies make when talking about Influencer Marketing is considering Followers and Reach to be the same thing.&nbsp;Previously, it came naturally to purchase and evaluate campaigns with influencers based on the overall number of their followers. This happened for two reasons: the number of followers is publicly visible and thus easy to monitor, &hellip; <\/p>\n<p><a href=\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;The Difference between Reach and Followers&#8221;<\/span><\/a><\/p>\n","protected":false},"author":63,"featured_media":44351,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[904],"tags":[936,939],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Difference between Reach and Followers - Buzzoole<\/title>\n<meta name=\"description\" content=\"The biggest mistake company make when talking about Influencer Marketing is considering Followers and Reach to be the same thing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Difference between Reach and Followers - Buzzoole\" \/>\n<meta property=\"og:description\" content=\"The biggest mistake company make when talking about Influencer Marketing is considering Followers and Reach to be the same thing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\" \/>\n<meta property=\"og:site_name\" content=\"Buzzoole\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Buzzoole\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-29T11:07:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-09T11:32:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/11\/la-differenza-tra-reach-e-follower.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"730\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vincenzo Cosenza\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@buzzoole\" \/>\n<meta name=\"twitter:site\" content=\"@buzzoole\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\"},\"author\":{\"name\":\"Vincenzo Cosenza\",\"@id\":\"https:\/\/blog.buzzoole.com\/en\/#\/schema\/person\/1067a1c1cd78faa6a3115e379da034bd\"},\"headline\":\"The Difference between Reach and Followers\",\"datePublished\":\"2019-11-29T11:07:58+00:00\",\"dateModified\":\"2021-03-09T11:32:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\"},\"wordCount\":511,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/blog.buzzoole.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2019\/11\/la-differenza-tra-reach-e-follower.jpg\",\"keywords\":[\"metrics\",\"social media marketing\"],\"articleSection\":[\"Brands Influencer Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\",\"url\":\"https:\/\/blog.buzzoole.com\/en\/brands-influencer-marketing\/difference-reach-followers\/\",\"name\":\"The Difference between Reach and Followers - 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