Engagement rate measures how actively your audience interacts with your content. It includes likes, comments, shares, saves, and clicks relative to your audience size or reach.

Engagement Rate Formulas

View Calculation Methods

By Followers: (Total Engagements / Followers) x 100
By Reach: (Total Engagements / Reach) x 100
By Impressions: (Total Engagements / Impressions) x 100

By reach is most accurate but not always available. By followers is most common.

Engagement Rate Benchmarks

  • Instagram: 1-5% average, 6%+ excellent
  • Facebook: 0.5-1% average
  • LinkedIn: 2-5% average
  • TikTok: 3-9% average (higher than others)
  • Twitter/X: 0.5-1% average

What Counts as Engagement

  • Likes/reactions
  • Comments
  • Shares/retweets
  • Saves/bookmarks
  • Clicks (link, profile, see more)
  • Video views (varies by platform)

Improving Engagement

Ask questions, create polls, respond to comments, post shareable content, use relevant hashtags, and post when your audience is active. Quality beats quantity.