The Rate of Likes (like rate) is a column in the Engagement & Reach section of the metrics table on the campaign dashboard. It relates the likes of the tracked content to the other forms of engagement: comments, shares and saves. You see the value overall, per platform and per content format (for example Instagram posts vs. reels).
How to read it:
- A high value means the engagement consists mostly of likes: people react, but rarely comment, share or save.
- A lower value means comments, shares and saves make up a comparatively large part of the engagement. That usually indicates a deeper interaction with the content, because these actions take more effort than a like.
- A very low value can also point to controversial content: many comments in relation to likes are typical for heated discussions. Have a look at the actual comments before drawing conclusions.
The like rate complements the engagement rate: the engagement rate tells you how much of the reached audience interacted at all, the like rate tells you how they interacted. Which interaction types feed into the value depends on the platform and format, since not every platform reports shares and saves. Compare like rates within the same platform and format rather than across platforms.