Engagement Rate Calculator — Instagram, TikTok, LinkedIn & More
Calculate engagement rate by followers, reach, impressions or views, for one post or an average across many.
Count: likes, comments, shares, saves.
ER = (likes + comments + shares + saves) ÷ followers × 100
Rough benchmarks for Instagram
- By followers: about 0.36%–1.05%. Source: Rival IQ 2025 (all-industry median 0.36%; top quartile around 1%).
- By reach: about 3%–4.5%. Source: Hootsuite industry benchmarks (per post, by reach).
Your 2.93% is above that rough range (by followers).
These are rough industry figures for brand accounts. Studies use different formulas, samples and date ranges, so compare yourself mainly with your own past posts and with accounts of similar size; small accounts typically see higher rates than large ones.
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This engagement rate calculator works out what share of your audience interacted with a post, using whichever denominator you need: followers, reach, impressions or video views. Enter one post’s likes, comments, shares and saves, or paste a list of posts from a spreadsheet to get the average, the median and the best and worst post.
Engagement rate has no single definition. Benchmark studies such as Rival IQ’s divide by followers; Instagram Insights reports interactions against reach; TikTok and YouTube creators usually divide by views; LinkedIn shows engagement against impressions. The same post can score 0.8% one way and 6% another, so this tool makes the formula explicit and only compares you with benchmarks that use the same one.
How to use
- Choose the platform and what to divide by. Use followers to compare with industry studies, reach or views to judge the content itself.
- For one post, enter its likes, comments, shares and saves, and the follower count or reach/views.
- For an average, switch to several posts and paste one row per post: likes, comments, shares, saves, and reach or views.
- Compare the result with your own previous posts first, then with the rough benchmark range shown.
Frequently asked questions
How do you calculate engagement rate?
Engagement rate = total interactions ÷ audience × 100. Interactions are usually likes, comments, shares and saves. The audience is followers (ER by followers), people reached (ER by reach), impressions (ER by impressions) or views (ER by views). For example, 718 interactions on a post seen by 9,800 accounts is an ER by reach of 7.33%; with 24,500 followers, the ER by followers is 2.93%.
What is a good engagement rate on Instagram?
Measured by followers, Rival IQ’s 2025 benchmark report put the all-industry median for brands at about 0.36% per post, with the top quarter of brands around 1% or higher. Small accounts and creators commonly see much higher rates, often 2–5%. Measured by reach, rates of 3–5% are typical. Compare with accounts of similar size in your niche, using the same formula.
How do you calculate TikTok engagement rate?
Most creators and brands use views: (likes + comments + shares + saves) ÷ views × 100. Because TikTok distributes videos far beyond your followers, ER by views says more about the content than ER by followers does. Benchmark studies that divide by followers report median brand rates of roughly 2–4%.
Should I calculate engagement rate by reach or by followers?
By reach to judge how well a post performed with the people who actually saw it; by followers to compare your account with others, since follower counts are public and reach is not. ER by followers tends to fall as an account grows, because a smaller share of followers sees each post.
What is the difference between average and pooled engagement rate?
The average (mean) calculates each post’s rate and averages them, so every post counts equally. The pooled rate divides total interactions by total reach or views, so posts with bigger audiences count more. When one viral post dominates, the median is often the fairest single number, which is why all three are shown.
Formulas by platform
• Instagram: (likes + comments + shares + saves) ÷ followers or reach. Insights counts these as "interactions".
• Facebook: (reactions + comments + shares) ÷ followers or reach. Facebook’s own "engagement" also includes link and photo clicks, which makes its numbers higher.
• TikTok: (likes + comments + shares + saves) ÷ views.
• YouTube: (likes + comments + shares) ÷ views. Watch time and click-through rate matter more for distribution, but are not engagement.
• LinkedIn: (reactions + comments + reposts + clicks) ÷ impressions is LinkedIn’s own definition; leave clicks out if you want to compare with other platforms.
• X: (likes + replies + reposts + bookmarks) ÷ impressions. X Analytics also counts profile and link clicks.
Rough benchmarks and where they come from
Rival IQ’s 2025 Social Media Industry Benchmark Report, which divides by followers and samples brand accounts across industries, reported an all-industry median of about 0.36% on Instagram and about 0.05% on Facebook. Socialinsider’s 2025 study of tens of millions of posts reported roughly 3.7% on TikTok, 0.5% on Instagram, 0.15% on Facebook and 0.12% on X, using its own formulas.
The two studies disagree because they measure different things, which is the point to take away. Treat any benchmark as a rough range, compare yourself mainly with your own last 20–30 posts, and judge engagement against the goal of the post: a sales post with modest likes and plenty of link clicks may be doing its job.
To see whether engagement turns into visits and sales, tag the links in your bio and posts with UTM parameters and look at the traffic in your analytics.
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