Engagement Rate Calculator
- Likes
- Comments
- Shares
- Saves
Use the same method every time and compare posts with each other, not with a rate from another account or platform.
How the engagement rate calculation works
Add up the engagements
Likes, comments, shares and saves on the post. 420 + 36 + 18 + 26 = 500 engagements. Some people count only likes and comments; pick one method and keep it.
Pick what to divide by
Followers shows how much of your audience responds. Reach shows how many of the people who saw the post responded. Impressions counts every view, so it gives the lowest rate.
Divide and multiply by 100
500 ÷ 12,500 followers × 100 = 4.00%. By reach, 500 ÷ 8,000 = 6.25%. By impressions, 500 ÷ 11,000 = 4.55%.
Average several posts
By followers, divide total engagements by the number of posts first, then by followers. By reach or impressions, divide total engagements by the total reach or impressions of those posts.
Worked example. A post gets 420 likes, 36 comments, 18 shares and 26 saves, 500 engagements in all. The account has 12,500 followers, so the engagement rate by followers is 500 ÷ 12,500 × 100 = 4.00%. The same post reached 8,000 accounts, an engagement rate by reach of 6.25%.
Engagement Rate FAQ
How do you calculate engagement rate?
Add up the post's likes, comments, shares and saves, divide by followers, reach or impressions, and multiply by 100. 500 engagements ÷ 12,500 followers × 100 = 4.00%.
What is the engagement rate formula?
Engagement rate = engagements ÷ audience × 100, where the audience is followers, reach or impressions. For an average across posts by followers: (total engagements ÷ number of posts) ÷ followers × 100.
Should I use engagement rate by reach or by followers?
By followers is easy to compare over time and works when you can't see reach, such as on another account. By reach tells you how people who actually saw the post reacted, so it is the better test of the content itself. It is usually higher because reach is usually lower than followers.
What is engagement rate by impressions?
Engagements ÷ impressions × 100. Impressions count every time the post is shown, including repeat views by the same person, so this rate is lower than the rate by reach for the same post.
What is a good engagement rate?
There is no official standard. Instagram, TikTok and the other platforms don't publish one, and third-party benchmarks use different formulas and samples. The useful comparison is your own: track the rate with the same method and see which posts beat your average.
Does this work for Instagram and TikTok?
Yes. The maths is the same on every platform; only the names change. On TikTok, views are the closest thing to impressions. Use the engagement counts and audience numbers the app's own insights show you.
What counts as an engagement?
Usually likes or reactions, comments, shares and saves. Some people add link clicks or profile visits. Any choice works as long as you use the same one every time.
Sources: Meta Business Help Center: Reach (accounts that saw your ads at least once) · Meta Business Help Center: Impressions