Engagement rate: meaning and how it works

Engagement rate is the share of your audience that interacts with your content, usually (likes + comments) ÷ followers × 100.

It is the number brands check first. Use the free engagement rate calculator.

Rates vary by niche and account size, and smaller accounts often have higher rates.

How it works in practice

Tools calculate it differently, using followers, reach or impressions as the base. Always compare your rate with others measured the same way.

Example

Example: 300 likes and 40 comments on a 10,000-follower account gives (340 ÷ 10,000) × 100 = 3.4%.