How to calculate engagement rate
- Choose the platform and how you want to calculate: by followers (the most common public metric), by reach, or by views and impressions.
- Enter the follower count, average reach or views, and the likes, comments, shares and saves. For an average over several posts, enter the totals and the number of posts.
- See your engagement rate, how it compares with typical rates on that platform, and engagements per post.
- Share a result card or link, for example to include in a media kit or a pitch to a brand.
The formulas
Engagement rate by followers = (likes + comments + shares + saves) ÷ posts ÷ followers × 100. It is easy to calculate for any public account, so brands and agencies use it to compare influencers.
Engagement rate by reach divides by the number of unique people who saw each post instead. It shows how compelling content is to those who actually saw it and is usually higher, because reach is often far below follower count. You find reach in Instagram Insights, TikTok Analytics or Meta Business Suite.
Engagement rate by views or impressions is common for video and for X and LinkedIn, where impressions are shown on every post.
What is a good engagement rate?
It depends heavily on platform, niche and account size. As a broad guide, 1–3% by followers is solid on Instagram, TikTok rates are often higher, and Facebook and X rates are lower. Rates tend to fall as accounts grow, so a 2% rate on a million followers is far more impressive than on 2,000. Comments and saves usually signal stronger interest than likes. Calculations run in your browser; the share link contains only the numbers you entered.
Should I include video views in engagement?
Usually not. Views are closer to reach than engagement. Count active actions: likes, comments, shares and saves.
Why is my engagement rate by reach higher?
Fewer people see a post than follow you, so dividing by reach gives a larger percentage.
How do brands use engagement rate?
To compare influencers of different sizes and to estimate fair prices for sponsored posts alongside reach and audience fit.