Paid reach is the number of unique people who see content because of advertising spend.
Paid reach can come from boosted posts, social ads, sponsored content, or creator campaigns with paid amplification.
It is useful when a brand needs more predictable distribution than organic posting alone can provide.
Paid reach is usually judged alongside frequency, CPM, audience quality, and downstream actions so the team knows whether the reach is useful or just inexpensive.
Organic reach comes from unpaid distribution: followers, shares, and recommendations. Paid reach comes from ad spend, which makes it more predictable and targetable but tied to budget.
When you need guaranteed distribution: launches, offers, time-sensitive campaigns, or amplifying content that has already proven itself organically.
Look past the reach number to frequency, audience quality, and downstream actions like clicks or conversions. Cheap reach to the wrong people is not a bargain.