Organic Reach
Reach achieved without media budget, purely through platform distribution.
Definition
Organic reach is the number of accounts that see a post without paid distribution. It fluctuates heavily because it depends entirely on platform distribution logic, which makes it unsuitable as the sole basis for campaign planning.
Also known as: Unpaid reach, Organic distribution
Why it fluctuates
Platforms first test every post on a small group and only widen distribution on good signals.
Two posts by the same creator can differ in reach by a multiple.
Relation to paid distribution
Paid amplification turns an organically strong post into a predictable medium.
For forecasts we work with the median of recent posts, never with best-case values.
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