I've been noticing something on Instagram that I think deserves a serious discussion, particularly when it comes to prominent business personalities and the creator economy.
I came across the Instagram profile of Divya Gokulnath, co-founder of BYJU'S, and noticed a reel showing approximately 18.6K likes but only 10 comments, 3 reposts, and 5 shares.
What caught my attention wasn't just this one video. There appear to be multiple similar videos on the profile, which makes me curious about the engagement patterns across the content rather than just a single post.
To be clear, a low comment count compared with likes does not prove that likes are fake. Some viewers like a video and immediately scroll away. Public figures can also have large audiences that rarely comment.
But shouldn't we be asking better questions about how online influence is measured?
The bigger issue: Are likes becoming a vanity metric?
Instagram has created an environment where numbers can influence how people perceive a creator's popularity. Likes, views, followers, and shares can affect brand deals, sponsorship opportunities, and the visibility creators receive.
Now consider a small creator who spends hours producing original content and building a community. Their videos might receive fewer likes but generate genuine discussions and meaningful audience relationships.
How should that creator compete if the industry places too much emphasis on headline engagement numbers rather than audience quality?
And if artificial engagement is being used anywhere on the platform, how effectively is Instagram detecting it?
Three questions worth discussing
1. Should we trust engagement numbers at face value?
A high like count can indicate genuine appreciation, but likes alone cannot tell us how authentic an audience is. We need better ways to evaluate engagement quality.
Are advertisers getting the full picture?
Brands should be able to evaluate audience authenticity, suspicious engagement patterns, and meaningful interactions before making decisions based on social-media metrics.
Is Instagram doing enough for genuine creators?
Platforms should reward original content and authentic audience interest, while identifying and limiting artificial engagement wherever it occurs.
Why I'm bringing this up
I'm not claiming that Divya Gokulnath or any particular account has purchased likes. The screenshot and the visible engagement figures are not sufficient evidence for that conclusion.
My question is about the broader system: when similar engagement patterns appear across multiple posts, shouldn't we be curious enough to examine the data rather than automatically treating likes as proof of influence?
If someone has experience in social-media analytics, influencer marketing, or Instagram growth, I'd genuinely like to hear their perspective.
What like-to-comment patterns are normal for large accounts?
What evidence actually helps distinguish passive audiences from suspicious engagement?
Does Instagram give enough transparency to advertisers and creators?
Are genuine creators being disadvantaged by the industry's dependence on vanity metrics?
Popularity and authenticity are not the same thing, and the industry should have better ways to distinguish them.
Let's discuss the numbers, the algorithm, and what a fairer creator economy could look like.