Engagement Rate vs. Reach: Which Matters More to Brands?

Two creators post about the same brand.

One drives hundreds of sales.

The other barely gets clicks.

The difference?

It’s not just their follower count, it’s how brands weigh engagement rate vs. reach when deciding who to work with.

If you’ve ever wondered which metric matters more for landing collaborations, this guide breaks down the difference, why brands care, and how to showcase both in your media kit.

What Is Engagement Rate?

Engagement rate measures how actively your audience interacts with your content.

It includes actions like:

• Likes

• Comments

• Shares

• Saves

• Clicks

Engagement Rate Formula

Engagement Rate (%) = (Total Engagements / Total Followers) × 100

Example:

If you have 10,000 followers and your post gets 700 total engagements, your engagement rate is 7%, well above many industry averages.

Why Brands Care:

A high engagement rate signals:

• Your audience trusts you

• Your content prompts action

• You can drive conversions, not just views

For smaller or niche creators, engagement rate often outshines reach in brand negotiations.

What Is Reach?

Reach is the number of unique people who see your content.

It’s different from impressions, which count every view, even multiple views from the same person.

Example:

A TikTok that appears in 50,000 unique feeds has a reach of 50K, even if some viewers watch it several times.

Why Brands Care:

High reach means:

• Large-scale exposure

• Brand message seen by more potential customers

• Better fit for awareness campaigns and big launches

How Brands View Engagement Rate

When the goal is conversions (sales, sign-ups, downloads), brands often prioritize engagement rate.

A micro-influencer with 15K followers and a 6% engagement rate can outperform a creator with 100K followers and a 1% rate, because their audience listens and takes action.

Key point: Engagement rate is proof of audience trust.

How Brands View Reach

When the goal is awareness, reach is king.

Think:

• New product launches

• Event promotions

• Seasonal campaigns

In these cases, brands want as many eyes on their message as possible, even if engagement is lower.

The Context Factor: It’s Not One-Size-Fits-All

Which metric matters more depends on three factors:

1. Campaign Goals

   • Awareness → prioritize reach

   • Conversions → prioritize engagement rate

2. Niche Relevance

   A travel brand may choose a smaller creator with 80% of their audience in the target destination over a larger but less targeted account.

3. Industry Differences

   • Fashion & beauty: high engagement drives purchases

   • Entertainment: reach drives hype

   • B2B: niche reach and authority matter equally

Engagement Rate vs. Reach: Which Should You Focus On?

The short answer: Both, but in the right context.

• Engagement rate shows audience loyalty and buying intent.

• Reach shows scale and exposure potential.

Smart creators track and present both, then adapt their pitch to the campaign’s needs.

How to Present Engagement Rate & Reach in Your Media Kit

Your media kit should make these numbers impossible to miss:

• Show your average engagement rate prominently

• Include platform-specific reach stats (Instagram Stories, TikTok posts, YouTube videos, etc.)

• Add context with campaign results:

  “This post reached 20K people and drove 300 sales.”

💡 Pro tip: Use an automated media kit platform to pull real-time stats, so brands always see accurate numbers without you updating them manually.

Final Takeaways

• Engagement rate = trust & conversions

• Reach = visibility & awareness

• Brands value both, but which one matters more depends on their campaign goals.

If you want to stand out in brand pitches, don’t make them choose which stat matters, show them both, clearly and with proof. The easiest way is to have a media kit that automatically updates your engagement rate and reach, so brands always see your most accurate numbers. You can set one up in minutes with CreatorsJet and be ready for your next collaboration.

Frequently Asked Questions

1. Do brands care more about engagement or reach?

It depends on their campaign goals. For sales or conversions, brands focus more on engagement rate. For awareness campaigns, reach is often more important.

2. What’s a good engagement rate for influencers?

Average engagement rates vary by platform, but:

• Instagram: 2–3% is average, 5%+ is excellent

• TikTok: 5–9% is average, 10%+ is excellent

• YouTube: 3–4% is strong

3. Can I get brand deals with low reach but high engagement?

Yes. Many micro-influencers land paid collaborations because their highly engaged audience drives better results than bigger accounts with low engagement.

4. How can I increase my reach and engagement rate?

• Post consistently

• Use relevant hashtags and trending sounds

• Engage with your audience in comments and DMs

• Collaborate with other creators to tap into new audiences

5. Should I include both metrics in my media kit?

Absolutely. Brands want the full picture, showing both metrics helps them understand your potential for awareness and conversions.