What's the difference between reach and traction?

By Tom Bogaert · Reviewed on

Reach is how many people see your content; traction is whether they do something with it — react, tag each other, ask where to buy it. A strong influencer can pull a lot of reach, sometimes more than a whole squad combined. But reach that moves no one stays a view.

A squad posting at the same time does set something in motion. People see the same product turn up across different feeds within the same sporting context, and the question in their head shifts from "what is this?" to "why am I seeing this everywhere?". That's where traction starts: not with the number of eyes, but with what those eyes do next.

For a brand that means we don't optimise for as many views as possible, but for a campaign that gets talked about in the community you want to reach.

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Related questions

What does a Sunday Squad collab actually deliver?

25 pieces of content on the same day, cumulative organic reach typically well above 50,000, a 24-month content licence, and no ghosting. A squad builds credibility — not direct conversion.See the full output list: content, reach, rights and what remains →

What's the difference between creator marketing and influencer marketing?

Influencer marketing is about reach, creator marketing is about craft. Influencer marketing works with a few big names who mobilise their audience; creator marketing with several smaller creators who each serve their community from real expertise.Read when influencer marketing is actually the right choice →

How do you measure the results of creator marketing?

There's no perfect attribution — anyone who promises it is selling something. The industry usually measures on four layers: reach, engagement, brand impact (lift studies, top-of-mind), and outcome metrics (sales, traffic, sign-ups). None stands on its own.Read why perfect attribution doesn't exist — and what you can measure →

What if a sportfluencer doesn't post (on time)?

We carry that risk. Curation up front, agreements in the briefing, follow-up during the posting window and back-ups from the same pool — plus an honest completion rate afterwards: how many of the 25 actually delivered.Read how the three layers of risk management work in practice →

How long does it take from briefing to a live collab?

Count on four to six weeks from signed briefing to first posts: application window (1-3 weeks) → curation + squad review (5-7 working days) → shipping (a few days to a week) → posting window (2-3 weeks). Working toward a fixed date, we count back.See the full timeline in weeks, from briefing to first posts →
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