How to calculate engagement rate
The most common formula — and the one brands use — is:
Engagement rate = (average likes + average comments + average shares) ÷ followers × 100
For video platforms you can also measure engagement by views: interactions divided by average views. Our calculator shows both when you add your average views.
What is a good engagement rate?
It depends on platform and account size — smaller accounts naturally get a higher rate. As a guide, Instagram accounts under 10K followers average around 4%, while accounts over 1M average closer to 1%. TikTok rates are higher across every tier. The calculator compares your result with a benchmark for your platform and follower tier and labels it below average, average, good or excellent.
How to improve your engagement rate
- Hook viewers in the first second or first line.
- End posts with a question to invite comments.
- Reply to comments in the first hour after posting.
- Post when your audience is online — see our Best Time to Post tool.
- Give new posts a strong start with early likes and comments.