The short answer
We focus on likes and comments because they are the most visible, reliable, and comparable forms of interaction across platforms.
Why we chose this method
Engagement is meant to show how audiences actively respond to your content. While platforms offer different interaction types (saves, shares, reactions, views), not all are publicly available or consistently reported. Likes and comments are visible, universally understood, and measurable in the same way across creators.
We also choose not to include Instagram views in engagement reporting. Views would always skew results in favour of Reels over standard posts, making it harder to compare performance across different content formats. By focusing on likes and comments, we ensure fair, apples-to-apples comparison between all post types.
Our approach
Engagement: total likes and comments within the first 24 hours of posting.
Engagement Rate: engagement divided by followers, multiplied by 100.
Why 24 hours?
The first 24 hours is when most content receives the majority of its interactions, making it the most reliable window for capturing true audience response.
What this means for you
By focusing on likes and comments, you get an engagement measure that is transparent, consistent, and fair across all creators and campaigns. It strips out noise, avoids format bias, and gives you a clean view of audience connection.