Engagement Rate Calculator (Instagram, TikTok & Social Media)
Calculate the engagement rate of a post or account from likes, comments, shares and saves — by followers or by reach — with interactions per post and a rule-of-thumb rating.
How it works
interactions = likes + comments + shares + saves · engagement rate by followers = (interactions ÷ posts) ÷ followers × 100 · engagement rate by reach = interactions ÷ reach × 100
Engagement rate shows what share of an audience actually interacts with content, which brands use to compare creators of different sizes. The follower-based rate is the common public benchmark because anyone can see followers; the reach-based rate uses the accounts that actually saw the post (from your analytics) and is usually higher. Typical follower-based rates fall as accounts grow: around 1–3% is normal on Instagram, with small creators and TikTok often higher. The ratings here are broad rules of thumb — compare against your own niche and platform.
Worked example
A post with 450 likes, 30 comments, 15 shares and 25 saves has 520 interactions. With 12,000 followers that is an engagement rate of 520 ÷ 12,000 = 4.33% — high by follower-based rules of thumb. Measured against the 8,000 accounts it reached, the rate is 6.50%.
Sources: Rival IQ — Social media industry benchmark report · Hootsuite — Engagement rate calculator and formulas
Frequently asked questions
How do you calculate engagement rate on Instagram?
Add likes, comments, shares and saves for a post and divide by followers (or by reach), then multiply by 100. For an account, average the interactions over recent posts — say the last 10 — and divide by followers.
What is a good engagement rate?
On Instagram 1–3% by followers is typical and above 3–6% is strong, though rates drop as follower counts rise. TikTok rates are often higher. Compare with accounts of a similar size in your niche.
Should I use followers or reach?
Use followers to compare with public benchmarks and other creators; use reach (or views) to judge how engaging a post was for the people who actually saw it. Reach-based rates are usually higher.
Do views count as engagement?
Usually not — views and impressions measure exposure, not interaction. Some brands count link clicks or profile visits; whatever you choose, use the same definition each time.
Related calculators
This calculator is for educational purposes. Double-check important results before acting on them.