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Engagement rate calculator
Engagement rate is (likes + comments + shares + saves) ÷ followers × 100, or ÷ reach to count only people who saw the post. 744 interactions on a 24,500-follower account is 3.04%.
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Your numbers
Your results
Engagement rate by followers
3.04%
744 interactions ÷ 24,500 followers
Above the rough guide. 3.04% vs a rough 1%–3% for micro Instagram accounts (10K–100K). One post can swing a lot: average 10 or more posts before judging an account.
- ER by reach
- 6.64%
- Interactions ÷ reach
- Total interactions
- 744
- All four added up
- Rough guide band
- 1%–3%
- Micro (10K–100K), by followers
- Shares + saves
- 9%
- Share of all interactions
Bands are rough guides, not benchmarks. Published figures vary a lot by niche, content format, source and year, so compare against your own history or a handful of similar accounts first.
How this is calculated
- Interactions
Likes + Comments + Shares + SavesWith your numbers: 640 + 38 + 21 + 45 = 744- Interactions per post
Total interactions ÷ Number of posts (account average)With your numbers: Single post: 744- ER by followers
Interactions per post ÷ Followers × 100With your numbers: 744 ÷ 24,500 × 100 = 3.04%- ER by reach
Total interactions ÷ Total reach (or views) × 100With your numbers: 744 ÷ 11,200 × 100 = 6.64%
Engagement typically falls as follower count grows, so the guide band changes with the follower tier. Leave saves blank if you can’t see them, and use the same interactions for every account you compare.
Should you divide by followers or by reach?
The same post gives two very different numbers, and each answers a different question.
| Input or step | Value |
|---|---|
| Likes, comments, shares, saves | 640 + 38 + 21 + 45 = 744 interactions |
| ER by followers | 744 ÷ 24,500 × 100 = 3.04% |
| ER by reach | 744 ÷ 11,200 × 100 = 6.64% |
- ER by followers works for any public account, so use it to compare creators and competitors. It ignores how many people actually saw the post.
- ER by reach (or views) shows how well the content landed. Only the account owner has the data, so use it for your own posts, and for Reels, TikTok and Shorts, where most views come from recommendation feeds rather than followers.
How is Instagram engagement rate calculated?
Instagram doesn’t publish an official engagement rate formula. Its Insights give you the parts instead: likes, comments, shares and saves on each post, plus reach (unique accounts that saw it) and views. In April 2025 Meta replaced impressions with views in its Instagram API.
Instagram ER by reach = (Likes + Comments + Shares + Saves) ÷ Reach × 100- Your own posts: divide by reach. Reels are pushed to people who don’t follow you, so dividing by followers can make a Reel look better or worse than it was.
- Other accounts: divide by followers. Saves aren’t shown publicly, so compare creators on the interactions you can see for every account, usually likes and comments.
- Carousels, Reels and single images behave differently. Compare like with like, or average 10 to 12 recent posts of mixed formats.
For context, the 2026 Social Media Industry Benchmark Report from Quid (formerly Rival IQ) put the median Instagram brand account at 0.30% per post by followers, down from 0.36% the year before. Creators usually run higher than brand accounts, which is why the guide bands below are wider.
How is TikTok engagement rate calculated?
TikTok does publish one. In TikTok One reporting, engagement rate is likes, comments and shares divided by video views. Favourites (saves) aren’t part of TikTok’s version.
TikTok ER = (Likes + Comments + Shares) ÷ Video views × 100- To match TikTok’s number, pick TikTok, leave Favourites blank and read the rate by views.
- Use views, not followers. Most TikTok views come from the For You feed, so a follower-based rate tells you little about the video itself.
- Keep paid and organic apart. TikTok reports organic engagement and Spark Ads engagement separately, so don’t compare a boosted post with an unboosted one.
The same Quid report found a 2.01% median for TikTok brand accounts, but it divides by followers. That makes TikTok look far stronger than Instagram partly because TikTok shows posts to people who don’t follow the account, so read cross-platform comparisons with care.
What is a good engagement rate?
It depends on platform, format and, above all, account size: engagement typically falls as follower count grows.
| Platform | Nano (<10K) | Micro (10K–100K) | Mid (100K–500K) | Macro (500K+) |
|---|---|---|---|---|
| 2–5% | 1–3% | 0.7–2% | 0.4–1.5% | |
| TikTok | 4–10% | 3–8% | 2–6% | 1.5–5% |
| 2–6% | 1–4% | 0.5–2.5% | 0.3–1.5% | |
| 0.5–2% | 0.2–1% | 0.1–0.6% | 0.05–0.3% | |
| X | 0.5–2% | 0.2–1% | 0.1–0.6% | 0.05–0.3% |
| YouTube Shorts | 3–8% | 2–6% | 1.5–4% | 1–3% |
Use these as a sense-check only
Industry reports measure engagement in different ways and get different answers. Your own last three months, or five similar accounts in your niche and market, are a better yardstick than any table.
How do you compare influencers fairly?
Follower count is the least useful number on a creator’s profile. Run them through the same four checks instead.
- Compare like with like: same platform, follower tier, niche and format (Reels with Reels).
- Average 10+ recent posts, leaving out giveaways and paid boosts.
- Ask for insights screenshots showing reach, audience country and age. For a UAE campaign, check what share of the audience is actually in the UAE or GCC.
- Work out cost per engagement: the fee divided by the expected interactions per post.
Want help choosing creators and measuring what they actually drive? See our growth marketing service.
FAQ
Engagement rate questions, answered
Add up the interactions across 10 to 12 recent posts, divide by the number of posts, then divide by followers and multiply by 100. Leave out paid or boosted posts, which inflate the numbers.
Yes, when you have them. Instagram saves are only visible to the account owner, so when comparing public profiles, use the same interactions for every account.
Yes. TikTok’s own reporting uses likes, comments and shares divided by video views, without saves. Instagram has no official formula, so most people add likes, comments, shares and saves and divide by reach or followers. Use the same method for every account you compare.
By followers, yes. A post that reaches far beyond its followers can collect more interactions than the account has followers, which is why ER by reach is the fairer read for viral posts.
Watch for an engagement rate far below similar-sized accounts, a follower spike with no viral post to explain it, likes with almost no comments or shares, generic comments from empty accounts, and an audience mostly outside the markets you sell to. Ask for insights screenshots before you pay.
No. It only uses the numbers you type in and runs entirely in your browser. Nothing is looked up, saved or sent anywhere.
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