Engagement rate is how much interaction a post gets relative to its audience. Enter the likes, comments, shares and saves, and choose whether to measure against followers, reach or views. It works for Instagram, TikTok, Facebook, X and YouTube.
Engagement rate calculator
If you enter a number of posts, put the engagements for all of them in the boxes above and the rate is averaged per post.
Engagement rate = (likes + comments + shares + saves) ÷ base × 100. The base is what changes, and it changes the answer, so always say which one you used.
| Base | What it tells you | Commonly used for |
|---|---|---|
| Followers | How engaged your audience is with what you post | Instagram and Facebook, and comparing influencers of different sizes |
| Reach | How engaging a post was to the people who saw it | Your own account, where reach is visible in analytics |
| Views | How engaging a video was to people who watched | TikTok and YouTube, where reach to non-followers is large |
Reach is only visible to the account owner, so outside tools and most influencer vetting use followers, or public view counts where a platform shows them.
Instagram. Engagement rate by followers is the usual measure: likes plus comments (plus shares and saves if you can see them), divided by follower count. Saves and shares are stronger signals of interest than likes, so include them when you have them.
TikTok. Because videos are pushed to people who don't follow the account, a follower-based rate can look distorted, with small accounts scoring very high and large ones low. Dividing by views describes how the video landed with viewers.
Rates on different platforms aren't comparable, and a high rate on a small account doesn't by itself mean it will sell product. For influencer picks, read what the comments actually say, using the influencer ROI calculator to size the cost against the return.