Engagement Rate Calculator
Calculate your engagement rate across Instagram, TikTok, YouTube, Twitter/X, or LinkedIn — and benchmark it against platform averages for your audience size.
Recommended: last 10–30 posts
What Is Engagement Rate and Why Does It Matter?
Engagement rate (ER) measures how actively your audience interacts with your content relative to your total follower count. It's the single most important metric brands use to evaluate whether a creator's audience is real and attentive — not just inflated by ghost followers or low-quality growth tactics.
The standard formula is: ER = (Total Interactions ÷ Total Posts) ÷ Followers × 100. Not all interactions are created equal — a comment or save signals stronger intent than a like. The weighted ER shown above accounts for this by multiplying high-value interactions.
A creator with 50,000 followers and 8% ER will typically earn 2–3× more per sponsored post than one with 50,000 followers and 1.5% ER. Brands are increasingly sophisticated about this metric.
Frequently Asked Questions
What is a good engagement rate?
It depends on platform and audience size. On Instagram: 3–6% is good for accounts under 100K followers; 1.5–3% is average. On TikTok: 6–12% is good. YouTube channels typically see 4–8% engagement for healthy channels. Smaller accounts almost always have higher ER than large accounts — this is normal and expected.
Why is my engagement rate dropping?
Common causes: rapid follower growth (new followers are less engaged), algorithm changes reducing content reach, posting frequency changes, shift in content type, or audience mismatch from viral content that attracted the wrong audience. Track ER consistently over 30+ post samples to identify genuine trends versus normal fluctuation.
Should I include stories or video views in my engagement rate?
The standard ER formula uses feed post interactions (likes + comments ± saves/shares). Story views are typically tracked separately as "story reach rate." Some brands now ask for a "view-based ER" using views as the denominator — this tends to look better for video content. Always clarify which formula you're using when presenting ER in a media kit.
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