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Comparison of mean engagement for paid and organic posts using independent sample t tests.
| Engagement metric | Paid mean (SD) | Organic mean (SD) | Mean difference (95% CI) | P value |
| Reach | 107,764 (176,267) | 3115 (2448) | 104,649 (85,062-124,235) | <.001 |
| Likes | 886 (1175) | 32 (33) | 854 (723-985) | <.001 |
| Shares | 109 (205) | 6 (8) | 103 (80-126) | <.001 |
| Comments | 88 (137) | 4 (6) | 84 (68-99) | <.001 |
| Consumers | 1891 (3257) | 86 (104) | 1805 (1442-2167) | <.001 |
