How to Calculate Engagement Rate
Engagement rate shows what percentage of your audience actually interacts with your content. It is a much better health signal than follower count, and brands use it to judge creators.
Engagement Rate Formula
ER = (likes + comments + shares + saves) / followers x 100
Which Formula Should You Use?
- ER by followers is the most common and is what brands usually request. It is easy to compare across creators.
- ER by views or reach measures how engaging the content is for people who actually saw it. It is the best measure for short video and for accounts with many non-active followers.
What Is a Good Engagement Rate?
It depends on platform and size. Smaller accounts almost always have higher rates because their audience is closer and more niche. TikTok rates are typically several times higher than Instagram, which in turn is higher than Facebook or X. Use the benchmark table above to compare yourself fairly against accounts of your size.
How to Improve Your Engagement Rate
Open with a strong hook, ask one specific question, reply to comments quickly in the first hour, post content people want to save or send to a friend, and stay consistent. Remove inactive and bot followers over time, since they inflate the denominator and drag the rate down.