PLATFORM SCORECARD — the trap here is comparing raw numbers across
platforms with different baselines. Each is scored against its OWN
benchmark, then ranked by what actually matters to you.

  PLATFORM    ENG RATE   vs BENCHMARK   FOLLOWER Δ   NOTE
  Instagram    1.2%      below (2.1%)    +3%/mo      high reach, low action
  LinkedIn     4.8%      above (2.0%)    +8%/mo      small but converting
  X/Twitter    0.7%      at (0.7%)       flat        on-benchmark = average
  TikTok       6.1%      above (5.3%)    +22%/mo     growth engine

READING IT RIGHT
  • Instagram looks biggest by follower count and is your WORST
    performer — 1.2% against a 2.1% benchmark. Raw size hid this.
  • X is "average," not bad. 0.7% is the platform benchmark; you're
    getting exactly what the median account gets. That's a strategy
    question, not a performance one.
  • LinkedIn's 4.8% on a small following is the highest-intent audience
    you have. Small ≠ unimportant when it converts.

WHERE TO PUT THE NEXT UNIT OF EFFORT
  TikTok for reach and growth (6.1% + 22%/mo compounds)
  LinkedIn for conversion (4.8%, high-intent)
  Fix or drop Instagram — below benchmark AND slow growth is the one
  combination that says "reassess," not "optimize."

THE ROI QUESTION UNDERNEATH
Engagement ranks the platforms; it doesn't tell you which drove revenue.
If you have conversion data by channel, that reorders this list — a 1%
engagement platform that converts beats a 6% one that doesn't. Share it
and I'll re-rank on ROI instead of engagement.