"Which platform should we double down on?" Every team asks this, and nobody has a clear answer because comparing Instagram likes to LinkedIn impressions to Reddit upvotes is meaningless without normalisation. Ooty adjusts engagement rates across 4 platforms and presents them side by side in one ChatGPT, Gemini, or Claude conversation. Finally, a data-backed answer on where to focus.
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Fatima Al-Hassan
Communications Manager (solo), Horizon Youth Trust (charity, 8 staff)
“We post on four platforms and my boss asks "which one is working?" every month. I spend a full day logging into each one, screenshotting stats, and trying to compare Instagram likes to LinkedIn impressions in a spreadsheet. It's apples to oranges.”
This is what it looks like in Claude
Replace the {placeholders} with your details, then paste into ChatGPT, Gemini, or Claude.
Compare my engagement rates across Instagram, LinkedIn, and X for the last 30/60/90 days.
Returns normalised engagement metrics across platforms so you can make a fair comparison.
Which platform is growing fastest for me in terms of follower count this quarter?
Pulls follower data across platforms and calculates growth rate for each.
Where should I focus my social media effort this quarter based on the data?
Compares engagement, reach, and growth across platforms to help prioritise where to invest time.
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Most brands are active on three or more social platforms. Very few know which one actually drives business results. The problem is measurement inconsistency. Instagram reports engagement as likes plus comments divided by followers. LinkedIn counts reactions, comments, and shares differently. TikTok engagement includes views in the denominator, which makes rates look much lower even when absolute engagement is strong. Comparing raw percentages across platforms without normalisation leads to bad decisions.
The right approach is to define a consistent engagement formula and apply it uniformly. Engagement rate calculated as (interactions / reach) x 100 works across all platforms and eliminates the follower-count distortion. A LinkedIn post that reaches 2,000 people and generates 120 interactions (6% engagement) is outperforming an Instagram post that reaches 15,000 people and generates 300 interactions (2% engagement), even though the Instagram post looks bigger in absolute terms.
Beyond engagement, the metric that matters most for platform prioritisation is downstream action. Which platform drives the most website visits? Which generates email signups? Which leads to actual sales? If 70% of your website referral traffic from social comes from TikTok but you spend 70% of your social media hours on Instagram, the allocation is backwards. A monthly cross-platform review that compares normalised engagement, referral traffic, and conversion events per platform gives you the data to justify where your team spends its time. Without this comparison, platform allocation defaults to personal preference or habit rather than performance.