User interaction with an organic post or ad. Engagement metrics vary by platform and can be made up of likes, shares, clicks, comments, and video views on Facebook, Instagram, and TikTok. Retweets, replies, and favorites are specific to Twitter. On LinkedIn, this includes content that has been clicked, liked, commented or shared. Opens, swipe ups, screenshots and direct messages are specific to Snapchat. Lastly, pins, repins, and closeups are unique to Pinterest.