Calculate your social media engagement rate (ER) per post or as a profile average, then benchmark it against nano, micro, macro and mega account tiers. Works for Instagram, TikTok, X, Facebook and YouTube.
Enter one post per line as likes, comments, shares, saves, followers. At least one post is required.
Add up every measurable interaction on the post, divide by your follower count, and multiply by 100 to get a percentage.
ER by reach replaces followers with reach (or impressions): ER = interactions / reach x 100. Because reach is usually smaller than follower count, ER by reach is normally higher than the standard ER — compare like with like.
Profile average: compute the ER of each post individually, then take the mean. (With a constant follower count this equals total interactions divided by posts x followers.) Use at least 12 recent posts for a stable average — a single viral post can distort a 3-post average.
Indicative industry ranges — actual benchmarks vary by niche, content type and platform. Treat them as a rough guide, not a grade.
Account tier
Followers
Excellent
Good
Average
Low
Nano
< 10K
≥ 5.0%
3.0 – 5.0%
1.0 – 3.0%
< 1.0%
Micro
10K – 100K
≥ 4.0%
2.5 – 4.0%
1.0 – 2.5%
< 1.0%
Macro
100K – 1M
≥ 3.0%
2.0 – 3.0%
1.0 – 2.0%
< 1.0%
Mega
≥ 1M
≥ 2.0%
1.5 – 2.0%
1.0 – 1.5%
< 1.0%
Why do smaller accounts rate higher? Their audiences are usually more niche and loyal, and the algorithm shows their content to a larger share of followers. A 1.5% ER on a 2M-follower account is genuinely strong; the same 1.5% on a 5K account is only average.
Frequently asked questions
What is engagement rate?
Engagement rate (ER) is the percentage of your audience that interacts with your content. The standard formula is (likes + comments + shares + saves) divided by followers, multiplied by 100. It is the single most quoted metric for comparing content performance across accounts of different sizes.
What is a good engagement rate on Instagram?
It depends on account size. As an indicative guide: nano accounts (under 10K followers) should aim for 3% or more, micro accounts (10K–100K) for 2.5% or more, macro accounts (100K–1M) for 2% or more, and mega accounts (1M+) for 1.5% or more. Anything under 1% is generally considered low on every tier.
How do I calculate engagement rate per post vs. profile average?
Per-post ER applies the formula to a single post: interactions divided by followers times 100. Profile-average ER repeats that for each post and takes the mean of the results. Use per-post ER to judge individual content, and profile average (over at least 12 recent posts) to judge the account's overall health.
Should I divide by followers or by reach?
Both are valid but answer different questions. Dividing by followers measures how well you activate your audience (the standard ER brands use for sponsorship pricing). Dividing by reach measures how compelling the content was to everyone who actually saw it. Because reach is usually smaller than follower count, ER by reach is normally higher — never mix the two when comparing accounts.
Do saves count as engagement?
Yes. Saves (bookmarks) are one of the strongest positive signals on Instagram and TikTok because they indicate the viewer wants to return to the content. This calculator counts likes, comments, shares and saves with equal weight, which matches the most widely used public ER formula. Some proprietary tools weight comments and shares more heavily, but there is no universal standard for weighting.
Why is my engagement rate dropping?
Common causes: your follower count grew faster than your active audience (inactive or purchased followers dilute ER), you post more often so each post reaches a smaller share of followers, your content mix changed, or the platform shifted distribution toward non-follower reach. Compare ER by reach as well — if that is stable while follower-based ER falls, the cause is audience growth, not content quality.
How many posts do I need for a reliable average?
At least 12 recent posts. Engagement varies wildly post to post — a single viral hit can double a 3-post average and mislead you. Twelve or more posts smooths out outliers. For seasonal accounts, use the last 30 days instead of a fixed post count.
What is the difference between engagement rate and reach rate?
Engagement rate divides interactions by followers (or by reach). Reach rate is a different metric: reach divided by followers times 100 — it measures what share of your audience saw the post, with no interaction required. A post can have high reach rate and low engagement rate (seen but ignored) or the reverse (small audience, highly engaged).
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