Add up the likes, comments, shares and saves on a post, then choose whether to divide by followers, reach or impressions.
Results are estimates for planning. Check the figures before you make a financial or health decision.
How to calculate engagement rate
Add up all interactions and divide by your audience measure:
Engagement rate = (likes + comments + shares + saves) ÷ followers, reach or impressions × 100
Dividing by followers shows how engaged your audience is overall. Dividing by reach or impressions shows how a single post performed among the people who actually saw it. Pick one base and use it every time so results can be compared.
Worked example
Using the default values in the calculator above:
| Input | Value |
|---|---|
| Likes or reactions | 420 |
| Comments | 35 |
| Shares or reposts | 18 |
| Saves | 27 |
| Divide by | Followers |
| Number of followers, reach or impressions | 12,000 |
| Result | Value |
|---|---|
| Engagement rate by followers | 4.17% |
| Total interactions | 500 |
| Interactions per 1,000 | 41.7 |
| Likes share of interactions | 84% |
What is a good engagement rate?
It depends on the platform, account size and base you use. Smaller accounts usually have a higher rate than large ones, and rates by reach are higher than rates by followers. The most useful comparison is your own recent posts, and similar accounts using the same method.
Tips and common mistakes
Do not compare rates worked out in different ways. A rate by followers and a rate by reach are not the same thing.
Look at the type of interaction. Shares and saves are generally stronger signals of value than likes.
Judge a post after enough time has passed, as most interactions arrive in the first days.
Frequently asked questions
How do I calculate engagement rate on Instagram or TikTok?
Add likes, comments, shares and saves, divide by followers, reach or views, and multiply by 100. Use the same base every time.
Should I use followers or reach?
Reach gives a clearer picture of a single post. Followers is easier to get and good for comparing accounts.
What counts as engagement?
Usually likes, comments, shares and saves. Some people also count clicks and video views.
How do I improve engagement?
Post content your audience values, ask questions, reply to comments, test formats and timing, and use clear calls to action.