Is this a measurement?

No. It is an estimate built from public figures and stated assumptions: population and platform ad audiences from DataReportal’s Digital 2026 country reports, working organic reach rates per format, a default share of each creator’s audience in the market, and a default overlap between creators. Every one of those is printed on the page and most can be changed. The measured version is the reach per post in each creator’s own insights; ask for it and type it in as views.

Why is the reach so much lower than the follower counts?

Three reasons, in order. A post is shown to a share of followers, not all of them: feed posts typically 13–27%, Stories 2–9%. Only part of a creator’s audience lives in your market. And creators in the same niche share followers, so the second creator brings fewer new people than the first. Multiply the three and a million followers becomes a hundred thousand people.

Why does adding creators stop helping?

Because of overlap and saturation. Each extra creator in the same niche adds only the part of their audience the others did not reach, and as the campaign covers more of the platform’s audience, every further impression is more likely to land on someone who already saw it. That is when money buys frequency rather than people, which is a fine thing to buy on purpose and a bad thing to buy by accident.

What does boosting or paid distribution change?

It breaks the follower ceiling. Bought views go to people who never followed anyone in the plan, so they follow the reach curve on the whole platform audience instead of on a creator’s followers. Type the impressions you plan to buy under “Paid views” and the estimate adds them with that curve.

Where do the population and platform numbers come from?

DataReportal — Digital 2026 country reports (Kepios): population October 2025 (UN); platform ad audiences late 2025. The platform figures are the audiences the platforms’ own advertising tools report, which is the right number for what a campaign can reach and the wrong number for how many people use the platform. They move every quarter; the date is printed with them.

Can a brand lift study see this much reach?

That is the next question, and it has its own tool. The Lift Test takes the reach from here and tells you whether a study of that size could detect the lift you would call a win, before you pay for the study.

Influencer Reach Calculator

What just happened

Followers are not reach.

A creator with a million followers does not show your post to a million people. The platform shows it to a share of them — feed posts typically reach 13–27% of followers, Stories 2–9% — and only part of that audience lives in your market. That is the first cut, and it is the big one.

The second cut is overlap. Creators in the same niche share followers, so the second creator brings fewer new people than the first, and the tenth fewer still. Planners call the maths the Sainsbury union; the plain version is that every extra creator adds only the slice of their audience nobody else in the plan already reached.

The third number is frequency. Once the reach is known, impressions divided by people says how often each person saw something. Below about two exposures in a week, recall fades; above it, extra impressions stop adding people. Reach tells you how many. Frequency tells you whether it stuck.

The maths, shown

Check it yourself.

Per creator: followers × share in market × (1 − (1 − reach rate)^posts). With views: viewers = views ÷ 1.2, on the larger of followers and viewers.
Overlap: the largest creator counts in full; every other one counts (1 − overlap) of its reach.
Union: people = audience × [1 − Π(1 − reachᵢ ÷ audience)].
Paid views: reach = audience × (1 − e^{−impressions ÷ audience}), joined with the organic reach the same way.
Frequency: impressions ÷ people.

Markets: population and the people each platform’s ads can reach
Market	Population	Instagram	TikTok, 18+	YouTube	Source
Sweden	11M	5.5M	3.5M	8.6M	Digital 2026: Sweden
Norway	5.6M	2.6M	1.8M	4.4M	Digital 2026: Norway
Denmark	6M	2.6M	1.5M	4.7M	Digital 2026: Denmark
Finland	5.6M	2.4M	1.6M	4.1M	Digital 2026: Finland
United Kingdom	70M	36M	27M	56M	Digital 2026: United Kingdom
Germany	84M	31M	24M	65M	Digital 2026: Germany
Netherlands	18M	8.2M	6.3M	15M	Digital 2026: Netherlands
Europe	457M	206M	160M	351M	16 country reports

DataReportal — Digital 2026 country reports (Kepios): population October 2025 (UN); platform ad audiences late 2025. Platform figures are advertising audiences, the right number for what a campaign can reach and not a count of users. They move every quarter. Europe adds up 16 markets: Sweden, Norway, Denmark, Finland, United Kingdom, Ireland, Germany, Austria, Switzerland, Netherlands, Belgium, France, Spain, Italy, Portugal, Poland. Picking it together with one of those countries counts that country once.

Working reach rates per post
Format	Range used	Better input
Feed post	13%–27% of followers	—
Story	2%–9% of followers	—
Reel · TikTok · Short	15%–45% of followers	Or average views ÷ 1.2, when you know them
YouTube video	10%–30% of followers	Or average views ÷ 1.2, when you know them

Ranges compiled from public creator-marketing reports and kept wide on purpose. Beatly’s own measured view rates per tier, format and market will replace them; until then, the creator’s insights are the truth.

Before you plan

Questions people ask us.

Is this a measurement?: No. It is an estimate built from public figures and stated assumptions: population and platform ad audiences from DataReportal’s Digital 2026 country reports, working organic reach rates per format, a default share of each creator’s audience in the market, and a default overlap between creators. Every one of those is printed on the page and most can be changed. The measured version is the reach per post in each creator’s own insights; ask for it and type it in as views.
Why is the reach so much lower than the follower counts?: Three reasons, in order. A post is shown to a share of followers, not all of them: feed posts typically 13–27%, Stories 2–9%. Only part of a creator’s audience lives in your market. And creators in the same niche share followers, so the second creator brings fewer new people than the first. Multiply the three and a million followers becomes a hundred thousand people.
Why does adding creators stop helping?: Because of overlap and saturation. Each extra creator in the same niche adds only the part of their audience the others did not reach, and as the campaign covers more of the platform’s audience, every further impression is more likely to land on someone who already saw it. That is when money buys frequency rather than people, which is a fine thing to buy on purpose and a bad thing to buy by accident.
What does boosting or paid distribution change?: It breaks the follower ceiling. Bought views go to people who never followed anyone in the plan, so they follow the reach curve on the whole platform audience instead of on a creator’s followers. Type the impressions you plan to buy under “Paid views” and the estimate adds them with that curve.
Where do the population and platform numbers come from?: DataReportal — Digital 2026 country reports (Kepios): population October 2025 (UN); platform ad audiences late 2025. The platform figures are the audiences the platforms’ own advertising tools report, which is the right number for what a campaign can reach and the wrong number for how many people use the platform. They move every quarter; the date is printed with them.
Can a brand lift study see this much reach?: That is the next question, and it has its own tool. The Lift Test takes the reach from here and tells you whether a study of that size could detect the lift you would call a win, before you pay for the study.

Plan people, not posts.

Bring the market and the brief. A strategist builds the creator list from the audience up: who is in it, how much of it is yours, and how often it has to see you.

Talk to a strategist → Try the Lift Test

How many people, really?

A dent.