Quick answer: Engagement rate = total engagements ÷ followers, reach or impressions × 100. Engagements are usually likes, comments, shares and saves. A post with 500 engagements on an account with 10,000 followers has a rate of 5% by followers.
The engagement rate formula
engagement rate = engagements ÷ (audience × posts) × 100Audience = followers, reach or impressions| Method | Denominator | Best for |
|---|---|---|
| By followers | Total follower count | Tracking your own account over time |
| By reach | Unique accounts that saw the post | How compelling content is to viewers |
| By impressions | Total views, including repeats | Paid or boosted content |
Worked example
320 likes, 45 comments, 110 shares, 25 saves on a 10,000-follower account
- Engagements: 320 + 45 + 110 + 25 = 500
- By followers: 500 ÷ 10,000 × 100 = 5%
- If it reached 6,000 people: 500 ÷ 6,000 × 100 = 8.33%
Result: 5% by followers, 8.33% by reach
General engagement rate benchmarks
| Engagement rate by followers | Commonly considered |
|---|---|
| Under 1% | Low |
| 1% – 3.5% | Average |
| 3.5% – 6% | Good |
| Above 6% | Excellent |
These are creator-scale rules of thumb. Large brand accounts record much less: the 2026 Quid/Rival IQ benchmark report put TikTok brands near 2.01% by followers and Instagram near 0.30%, and Socialinsider’s 2026 study of 70 million posts found 3.70% and 0.48%. Compare against your own history first.
Tips for a more accurate engagement rate
- Define engagements consistently every time you measure.
- Use reach when posts were not shown to your whole audience.
- Track trends, not single posts.
- Compare like with like: video, image and text posts behave differently.
Frequently asked questions
What is the formula for engagement rate?
Engagement rate = total engagements ÷ followers, reach or impressions × 100. Dividing by followers is the most common version.
What counts as an engagement?
Usually likes, comments, shares and saves added together. Some marketers include clicks or video views; use the same definition every time.
What is a good engagement rate?
As a creator rule of thumb, under 1% is low, 1 to 3.5% average, 3.5 to 6% good and above 6% excellent. Brand accounts usually run far lower.
Should I use followers or reach?
Followers is simplest for tracking your account over time. Reach better shows how compelling a post was to the people who saw it.
Why does engagement differ between platforms?
Each platform has its own algorithm and audience behavior, so raw rates are not directly comparable.
How do I average engagement across several posts?
Add up total engagements and divide by (denominator × number of posts). The posts field does this for you.
Related tools
Accuracy note: Benchmark bands are general rules of thumb, and brand figures come from the 2026 Quid/Rival IQ and Socialinsider reports. This calculator is not affiliated with any social platform.
Content Lead, Anchor AI Tools, California, USA. Spotted an error? Email hello@anchoraitools.com and it will be checked and corrected. See our editorial standards.