Your follower count means nothing if nobody's engaging with your content. A creator with 10,000 followers and a 6% engagement rate will outperform someone with 100,000 followers and a 0.5% rate—both in algorithm reach and brand deal value.
This guide covers everything you need to know about engagement rate: the formulas for each platform, what counts as a "good" rate, industry benchmarks, and free calculators to measure your performance instantly.
What Is Engagement Rate?
Engagement rate is a metric that measures how actively your audience interacts with your content relative to your audience size or reach. It's expressed as a percentage.
Instead of looking at raw numbers (100 likes sounds good, but is it?), engagement rate tells you what proportion of people who saw your content cared enough to interact with it.
Why Engagement Rate Matters
- Algorithm fuel: Every major platform prioritizes content with high engagement. More engagement = more reach.
- Brand deal value: Sponsors and advertisers evaluate influencers by engagement rate, not follower count. A high rate signals an active, trusting audience.
- Content feedback: It tells you what's working. A post with 8% engagement performed better than one with 2%—regardless of which got more total likes.
- Authentic growth indicator: Follower counts can be inflated with bots. Engagement rate reveals whether your audience is real and interested.
How to Calculate Engagement Rate (The Formula)
The basic engagement rate formula is:
Engagement Rate = (Total Engagements ÷ Audience) × 100
However, what counts as "engagements" and "audience" differs by platform. Here's the breakdown:
| Platform | Engagements Include | Divided By | Formula |
|---|---|---|---|
| Likes + Comments | Followers | (Likes + Comments) ÷ Followers × 100 | |
| TikTok | Likes + Comments + Shares | Followers or Views | (Likes + Comments + Shares) ÷ Followers × 100 |
| YouTube | Likes + Comments + Shares | Views | (Likes + Comments + Shares) ÷ Views × 100 |
| Reactions + Comments + Shares + Clicks | Impressions | (Reactions + Comments + Shares + Clicks) ÷ Impressions × 100 |
Some creators also include saves (Instagram, TikTok) in their calculations for a more complete picture. Saves indicate high-value content that users want to revisit.
Instagram Engagement Rate
Instagram engagement rate measures how your followers interact with your posts through likes, comments, saves, and shares.
Instagram Engagement Rate Formula
(Likes + Comments) ÷ Followers × 100 = Engagement Rate %
For a more advanced calculation, include saves and shares:
(Likes + Comments + Saves + Shares) ÷ Followers × 100
What's a Good Instagram Engagement Rate?
| Engagement Rate | Rating | What It Means |
|---|---|---|
| Below 1% | Low | Content isn't resonating; algorithm will limit reach |
| 1% - 3% | Average | Typical for accounts with 10K+ followers |
| 3% - 5% | Good | Content is performing well; audience is engaged |
| 5% - 10% | Excellent | Strong community connection; high algorithm favor |
| Above 10% | Outstanding | Usually seen on smaller accounts or viral posts |
Note: Engagement rate naturally decreases as follower count increases. An account with 1 million followers averaging 2% is performing better than it sounds.
Instagram Engagement Benchmarks by Account Size
- 1K - 10K followers: 4% - 8% average
- 10K - 100K followers: 2% - 4% average
- 100K - 1M followers: 1.5% - 2.5% average
- 1M+ followers: 1% - 2% average
How to Improve Instagram Engagement
- Post Reels and Carousels: These formats get 2-3x more engagement than single images
- Use the first hour wisely: Reply to every comment in the first 60 minutes—Instagram's algorithm rewards early engagement
- Ask questions in captions: Direct calls to action increase comment rates
- Post when your audience is active: Check your Insights for peak activity times
- Avoid engagement pods and fake followers: They inflate numbers but kill organic reach
Calculate your Instagram engagement rate instantly with our free Instagram Engagement Rate Calculator.
TikTok Engagement Rate
TikTok engagement rate can be calculated two ways: by followers or by views. The view-based calculation is more useful for analyzing viral content.
TikTok Engagement Rate Formulas
Follower-based (standard): (Likes + Comments + Shares) ÷ Followers × 100
View-based (for viral content): (Likes + Comments + Shares) ÷ Views × 100
What's a Good TikTok Engagement Rate?
| Engagement Rate | Rating | What It Means |
|---|---|---|
| Below 4% | Low | Content isn't connecting with viewers |
| 4% - 6% | Average | Standard performance for most creators |
| 6% - 10% | Strong | Content is resonating; For You page potential |
| 10% - 15% | Excellent | High viral potential |
| Above 15% | Viral | Content is spreading beyond your followers |
TikTok generally has higher engagement rates than Instagram because the For You page exposes your content to non-followers who are more likely to engage if it matches their interests.
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TikTok Engagement Benchmarks by Account Size
- Under 10K followers: 8% - 15% average
- 10K - 100K followers: 5% - 10% average
- 100K - 1M followers: 4% - 6% average
- 1M+ followers: 3% - 5% average
How to Improve TikTok Engagement
- Hook viewers in the first 2 seconds: The algorithm prioritizes watch time and completion rate
- Use trending sounds: Videos with trending audio get pushed to more users
- Keep videos short and looping: Shorter videos that replay naturally get higher completion rates
- Reply to comments with video responses: TikTok boosts these, and it deepens engagement
- Post 3-5 times per week: Consistency beats sporadic viral attempts
Calculate your TikTok engagement rate with our free TikTok Engagement Rate Calculator.
YouTube Engagement Rate
YouTube engagement rate is typically calculated using views rather than subscribers, since not all subscribers see every video.
YouTube Engagement Rate Formula
(Likes + Comments + Shares) ÷ Views × 100 = Engagement Rate %
Some creators also calculate subscriber-based engagement: (Likes + Comments) ÷ Subscribers × 100
What's a Good YouTube Engagement Rate?
| Engagement Rate | Rating | What It Means |
|---|---|---|
| Below 2% | Low | Viewers watching but not interacting |
| 2% - 4% | Average | Standard for most channels |
| 4% - 8% | Good | Strong viewer connection |
| 8% - 10% | Excellent | Highly engaged community |
| Above 10% | Outstanding | Often seen on niche content or viral videos |
YouTube Engagement Benchmarks by Content Type
- Tutorial/Educational: 4% - 8% (viewers save and reference)
- Entertainment/Vlogs: 3% - 6%
- Gaming: 5% - 10% (highly engaged niche)
- News/Commentary: 4% - 7%
- YouTube Shorts: 2% - 5% (higher view counts, lower per-view engagement)
How to Improve YouTube Engagement
- Ask viewers to engage in the first 30 seconds: "Hit like if you agree" or "Let me know in the comments"
- Use end screens and cards: Direct viewers to more content to increase session time
- Reply to comments quickly: Early replies signal an active community to the algorithm
- Create content worth sharing: Educational, controversial, or emotionally resonant videos get shared
- Use chapters and timestamps: Improves watch time and user experience
Calculate your YouTube engagement rate with our free YouTube Engagement Rate Calculator.
LinkedIn Engagement Rate
LinkedIn calculates engagement differently because it focuses on impressions (how many times your post was seen) rather than followers.
LinkedIn Engagement Rate Formula
(Reactions + Comments + Shares + Clicks) ÷ Impressions × 100 = Engagement Rate %
LinkedIn counts:
- Reactions: Like, Celebrate, Support, Love, Insightful, Funny
- Comments: Including your replies
- Shares: Reposts to others' feeds
- Clicks: Link clicks, "see more" expansions, profile clicks
What's a Good LinkedIn Engagement Rate?
| Engagement Rate | Rating | What It Means |
|---|---|---|
| Below 2% | Low | Content isn't compelling enough to stop the scroll |
| 2% - 5% | Average | Standard performance for most professionals |
| 5% - 8% | Good | Content is resonating with your network |
| 8% - 10% | Excellent | Thought leadership territory |
| Above 10% | Outstanding | Viral within professional networks |
LinkedIn Engagement Benchmarks
- Personal profiles: 3% - 8% average (higher trust)
- Company pages: 1% - 3% average (lower organic reach)
- LinkedIn newsletters: 2% - 5% open/engagement rate
LinkedIn typically has lower raw engagement numbers than other platforms, but the quality of engagement (leads, partnerships, job opportunities) is often higher.
How to Improve LinkedIn Engagement
- Write a strong hook in the first two lines: LinkedIn collapses posts after ~200 characters
- Post native content: Documents, carousels, and text posts outperform external links
- Engage in the first hour: Reply to every comment to boost visibility
- Ask thoughtful questions: Open-ended questions relevant to your industry drive comments
- Post Tuesday through Thursday, 8-11 AM: Peak professional activity times
Calculate your LinkedIn engagement rate with our free LinkedIn Engagement Rate Calculator.
Engagement Rate Comparison: All Platforms
Here's how engagement rates compare across platforms at a glance:
| Platform | Good Rate | Excellent Rate | Typical Range |
|---|---|---|---|
| 3% - 5% | Above 6% | 1% - 8% | |
| TikTok | 6% - 10% | Above 12% | 4% - 18% |
| YouTube | 4% - 8% | Above 10% | 2% - 12% |
| 5% - 8% | Above 10% | 2% - 10% |
Key insight: Don't compare engagement rates across platforms. A 3% rate on Instagram is not the same as a 3% rate on TikTok—the formulas, audience behaviors, and platform dynamics differ significantly.
Free Engagement Rate Calculators
We've built free calculators for each major platform. Enter your metrics and get your engagement rate instantly—no signup required.
Instagram Engagement Calculator
Enter your likes, comments, and follower count to calculate your Instagram engagement rate. See how you compare to benchmarks.
Use Instagram Engagement Calculator →
TikTok Engagement Calculator
Calculate your TikTok engagement rate using likes, comments, shares, and either followers or views. Compare to industry averages.
Use TikTok Engagement Calculator →
YouTube Engagement Calculator
Measure your YouTube video performance with likes, comments, shares, and views. Track your channel's engagement health.
Use YouTube Engagement Calculator →
LinkedIn Engagement Calculator
Calculate your LinkedIn post engagement using reactions, comments, shares, clicks, and impressions.
Use LinkedIn Engagement Calculator →
All calculators are 100% free and updated for 2026.
Engagement Rate vs. Follower Count: What Matters More?
Engagement rate is almost always more important than follower count. Here's why:
For the Algorithm
Platforms prioritize content that generates engagement relative to reach. A post with 500 likes from 5,000 followers (10% rate) will be pushed harder than a post with 1,000 likes from 100,000 followers (1% rate).
For Brand Deals
Brands increasingly pay based on engagement, not followers. A micro-influencer (10K-50K followers) with 8% engagement often commands higher rates per follower than a macro-influencer with 1% engagement.
For Authentic Growth
High engagement creates a flywheel effect:
- Engaged followers interact with your content
- Algorithm shows your content to more people
- More people follow you
- Repeat
Low engagement does the opposite—the algorithm buries your content, making growth nearly impossible regardless of posting frequency.
The Engagement Rate Reality Check
| Account Type | Followers | Engagement Rate | Engaged Users |
|---|---|---|---|
| Creator A | 10,000 | 8% | 800 per post |
| Creator B | 100,000 | 1% | 1,000 per post |
| Creator C | 50,000 | 5% | 2,500 per post |
Creator C reaches more engaged users per post than Creator B despite having half the followers. This is the power of engagement rate.
How to Track Engagement Rate Over Time
Checking your engagement rate once is useful. Tracking it over time is powerful.
What to Track
- Average engagement rate per week/month: Is it trending up or down?
- Engagement rate by content type: Do Reels outperform carousels? Do tutorials beat vlogs?
- Engagement rate by posting time: Does posting at 6 PM get better engagement than 9 AM?
- Engagement rate by topic: Which subjects resonate most with your audience?
Tools for Tracking
- Platform native analytics: Instagram Insights, TikTok Analytics, YouTube Studio, LinkedIn Analytics
- Third-party tools: PostPlanify, Sprout Social, Hootsuite
- Manual tracking: Spreadsheet with post date, type, engagement rate, and notes
Tracking helps you identify patterns and double down on what works.
Frequently Asked Questions
What is a good engagement rate on social media?
A good engagement rate varies by platform. On Instagram, 3-5% is good; on TikTok, 6-10% is good; on YouTube, 4-8% is good; on LinkedIn, 5-8% is good. "Good" also depends on your account size—smaller accounts typically have higher rates.
How do you calculate engagement rate?
The basic formula is: (Total Engagements ÷ Audience Size) × 100. What counts as "engagements" and "audience" differs by platform. Instagram uses likes + comments divided by followers. TikTok uses likes + comments + shares divided by followers or views. YouTube uses likes + comments + shares divided by views. LinkedIn uses reactions + comments + shares + clicks divided by impressions.
Why is my engagement rate dropping?
Common causes include: posting at inconsistent times, content that doesn't resonate with your audience, follower growth without engagement growth (often from follow-for-follow tactics), algorithm changes, or posting too frequently without maintaining quality. Audit your recent content and compare top performers to underperformers.
Does engagement rate affect the algorithm?
Yes, significantly. Every major platform's algorithm uses engagement signals to determine which content to promote. High engagement in the first hour is especially critical—it tells the algorithm your content is valuable and worth showing to more people.
Is engagement rate more important than views?
For long-term growth and monetization, yes. Views indicate reach, but engagement indicates connection. An account with high views but low engagement has a passive audience. An account with high engagement has an active community that's more likely to buy products, click links, and share content.
Should I include saves in my engagement rate calculation?
If you have access to save data (available on Instagram and TikTok for business accounts), including it gives a more complete picture. Saves are a strong signal of valuable content—users are bookmarking your post to reference later. This is especially important for educational or tutorial content.
How often should I check my engagement rate?
Check engagement rate weekly to spot trends, and after every post to understand individual performance. Monthly reviews help you see the bigger picture and adjust your content strategy. Avoid obsessing over daily fluctuations—engagement naturally varies.
Can I have high engagement with a small following?
Absolutely. Smaller accounts (under 10K followers) often have the highest engagement rates because they have closer relationships with their audience. This is why micro-influencers are increasingly valuable for brand partnerships—their followers trust their recommendations.
What's the difference between engagement rate by followers vs. by reach?
Engagement by followers measures how active your overall audience is. Engagement by reach (or impressions) measures how engaging a specific piece of content was to those who saw it. Reach-based rates are often more accurate for individual post analysis since not all followers see every post.
How do I calculate engagement rate for a single post?
Use the same formula but with that post's specific metrics. For Instagram: (Likes + Comments on that post) ÷ Followers at time of posting × 100. This helps you compare performance across your content library.
Wrapping Up
Engagement rate is the single most important metric for understanding your social media performance. It tells you whether your content resonates, predicts your algorithm reach, and determines your value for brand partnerships.
Key takeaways:
- Engagement rate > follower count for almost every purpose
- Each platform has different formulas: Instagram uses followers, YouTube uses views, LinkedIn uses impressions
- Benchmarks vary by platform and account size: Don't compare your Instagram rate to your TikTok rate
- Track over time: Spot trends and double down on what works
- Use our free calculators to measure your performance instantly
Ready to track your engagement across all platforms? Start with PostPlanify to schedule content, analyze performance, and grow your engagement rate.
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About the Author
Hasan Cagli
Founder of PostPlanify, a content and social media scheduling platform. He focuses on building systems that help creators, businesses, and teams plan, publish, and manage content more efficiently across platforms.
