Engagement Rate Calculator

Add up the interactions on a post, divide by the size of the audience, and multiply by 100. What changes from formula to formula is which audience number you divide by:

• By followers: engagements ÷ followers × 100. The most common version, and the one used to compare creators and accounts.
• By reach: engagements ÷ reach × 100. Measures how many of the people who actually saw the post interacted with it.
• By impressions: engagements ÷ impressions × 100. Counts repeat views, so it usually comes out lower than the rate by reach.
• By views: engagements ÷ views × 100. The standard for video on TikTok, YouTube, and Reels.

For several posts, divide the total engagements by the number of posts first, which is what the "Number of posts" field does.

It depends on the question you're asking.

If you're comparing your account with competitors or vetting an influencer, use the rate by followers. It's the only one you can calculate for someone else's account, since followers, likes, and comments are public while reach and impressions aren't.

If you're judging your own content, the rate by reach is more honest. Algorithms show each post to a different slice of your audience, so a post that reached only 10% of your followers can look like a flop by followers while being a hit with the people who saw it.

For video, especially on TikTok and YouTube, the rate by views is the norm, because many viewers don't follow the account at all.

Whichever you choose, stick with it. Rates calculated different ways can't be compared with each other.

There's no universal number. Published benchmarks vary widely depending on who's measuring, which industry, and whether they're looking at brands or individual creators. Brand accounts almost always see lower rates than personal and creator accounts, and smaller accounts usually see higher rates than large ones.

Platforms differ too. TikTok and short video tend to produce the highest rates, Instagram and LinkedIn sit in the middle, and Facebook and X usually come in lowest when measured by followers. The ratings in this calculator are rough, platform-adjusted guides. The most useful comparison is your own average over time, and accounts of a similar size in your niche.

Often it's a side effect of growth. A fast burst of new followers, especially from a giveaway, a viral post, or paid follower campaigns, adds people who are less invested than your original audience, so the same number of likes becomes a smaller percentage. Inactive and bot followers drag the rate down the same way. Changes in how a platform distributes posts, posting less often, and drifting away from the topics your audience followed you for are the other usual causes. Paste your recent posts into the comparison tool above to see which ones are pulling your average down.

Yes, if you have them. Saves and shares take more effort than a like and are strong signals of value. Just be consistent: if you compare against a competitor's rate, where you can only see likes and comments, leave saves and shares out of your own numbers too.