Engagement Rate Calculator
Calculate your rate on Instagram, TikTok or YouTube, benchmarked against accounts your own size, with the arithmetic shown so you can paste it straight into a brand email.
Your numbers
Average your last 8 to 12 posts. A single viral post produces a number no brand will believe once they check your grid.
From Instagram Insights. Leave it blank if you only have public numbers.
Engagement rate by followers
Instagram · Micro account (10k - 100k)
Above average for this size of account. Lead with it.
The working
(1,240 likes + 86 comments) ÷ 42,000 followers × 100 = 3.16%
The standard public figure. Quote this one unless a brand asks for something else.
Micro benchmark: 1% – 2.5% typical, 4.5%+ is top tier · above average
(1,240 likes + 86 comments + 210 saves + 64 shares) ÷ 18,000 reach × 100 = 8.89%
What agency audit tools measure. Higher by design, because reach is only a slice of your followers.
Micro benchmark: 5% – 12% typical, 22%+ is top tier · normal range
(1,240 likes + 86 comments + 210 saves + 64 shares) ÷ 42,000 followers × 100 = 3.81%
Saves and shares are the signals Instagram weights hardest, so include them when you pitch.
Those rates all describe the same account. When a brand quotes a number back at you, ask which denominator they used before you agree it is low.
There is no such thing as your engagement rate
There are at least four, and they disagree. Divide interactions by followers and a healthy Instagram account lands near 3%. Divide the same interactions by reach and it lands near 12%. Add saves and shares to the numerator, as Instagram's own ranking does, and it moves again. None of those is wrong. The mistake is quoting one without naming the denominator, then letting a brand compare it against a rival who quoted a different one.
The second thing every calculator on this topic gets wrong is scoring you against a flat threshold. Engagement declines with audience size on every platform that has ever been measured, because dormant accounts pile up in the denominator and distribution caps out. A 4% rate is unremarkable at 5,000 followers and genuinely rare at two million. A tool that calls both of them "good" is helping the brand, not you, which is why the benchmarks here tighten across five follower tiers.
So show the working. An unsourced percentage in a pitch email invites an agency to run you through their own audit tool and negotiate from whatever it returns. A line of arithmetic — the interaction counts, the denominator, the tier benchmark — removes the argument before it starts, and it signals that you know which number you are quoting and why. That is the whole reason this calculator prints the formula rather than just the answer.
Frequently asked questions
Engagement rate, without the hand-waving
The most widely quoted version is (likes + comments) ÷ followers × 100. Instagram audit tools usually swap the denominator for reach and add saves and shares to the top, while TikTok and YouTube divide by views instead of followers. All three are legitimate; they simply answer different questions, so always say which one you used.
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