Influence is how many people see you. Impact is how many people are better because they did.

Reach is countable, which is why it gets chased, while the thing worth having has no public number attached to it. A large audience can leave nothing behind, and a small one can change a handful of lives permanently. The two get confused because only one of them appears on a screen.

Pick a measure you cannot post: who is better off for knowing you. Do one thing this week for a single person that nobody else will see. That number grows slowly and holds its value in a way the other one does not.