How we measure short-form performance
Every number in quso.ai Research comes from one dataset and one consistent method. Here's exactly how we collect and report it — so you can trust the findings and cite them with confidence.
Median, not mean
Most published benchmarks report the mean (average), which a handful of viral posts can inflate dramatically — making the "typical" result look far better than it is. We report the median: the middle of the distribution. It answers the question creators actually ask — "what can I realistically expect?" — and it's the core reason our numbers differ from Sprout, Buffer, or Hootsuite.
Matured posts only
A post's view and engagement counts keep climbing for days after publishing. Measuring too early understates performance. We only include posts that have been live for at least 14 days, so every data point reflects a settled, comparable result.
Dataset scope & coverage
The dataset spans ~508,000 posts from 1,900+ creators across 80+ countries and five platforms over a 12-month window. Retention analytics are available for the subset of posts where creators granted full analytics access — we report those findings against that subset explicitly rather than implying full coverage. For timing analyses, we lead with the US-creator subset (the cleanest timezone data) and present global figures as secondary with the caveat noted.
What we don't do
We don't average across platforms (each is reported separately), we don't mix matured and fresh posts, and we don't lead with metrics where our sample is thin — those are flagged in-line where they appear.