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Engagement rate calculator
Work out the engagement rate of any Instagram, TikTok or YouTube account from its recent posts, by followers and by views, and see the formula behind both numbers.
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Calculate engagement rate
Pick the platform, count the last few posts, and add up their likes, comments and the rest. The example below is 10 posts from a 20,000 follower account.
Post totals
Add up each count across those posts. Leave a field at 0 if you cannot see it.
Engagement rate by followers
Instagram3.2%
- Engagement rate by views
- Add views
- Average interactions per post
- 640
Everything is calculated in your browser from the numbers you type; nothing is looked up or stored. To see what this engagement is worth in a sponsored post, carry the rate into the Instagram rate calculator.
How to calculate engagement rate
There are two formulas in everyday use. They answer different questions, so the calculator shows both.
Engagement rate by followers
Add up the likes, comments, shares and saves on a set of recent posts, divide by the number of posts to get the average interactions per post, then divide that by the follower count and multiply by 100. This is the figure most brands mean when they ask a creator for their engagement rate, because it compares accounts of different sizes on the same footing.
Worked example: an account with 20,000 followers gets 6,000 likes and 400 comments across its last 10 posts. That is 640 interactions per post, and 640 divided by 20,000 is 0.032, an engagement rate of 3.2 percent.
Engagement rate by views
Divide the total interactions on the same posts by their total views and multiply by 100. On TikTok, Reels and YouTube a video can reach far more people than follow the account, so the view-based rate says more about how the content itself landed. It is usually the fairer number for short video and for accounts whose videos travel beyond their followers.
Which posts to count
Use a run of recent, ordinary posts, ten or twelve is plenty, and leave out anything unusual in either direction: a giveaway, a paid boost, a pinned post from years ago, or a post that went viral once. One outlier moves an average a long way, and the point of the number is to predict what the next post will do.
What to count on Instagram, TikTok and YouTube
Each platform shows a different set of numbers, and some of them only to the account owner.
Instagram engagement rate
Likes and comments are visible on most posts, although accounts can hide like counts. Saves and reach come from the account's own insights, so a creator can calculate the complete rate and a brand looking from the outside usually cannot. If you are a brand, ask the creator for an insights screenshot of recent posts instead of estimating from likes alone.
TikTok engagement rate
Likes, comments, shares and saves all appear on the video and the view count shows on the profile grid, so the view-based rate is easy to work out for any public account. Because the For You feed shows videos to people who do not follow the creator, compare TikTok accounts on engagement by views rather than by followers.
YouTube engagement rate
Likes, comments and views are public; shares and saves are not, which is why the calculator only asks for likes and comments on YouTube. Subscriber counts build up over years and many subscribers no longer watch, so for a sponsorship the rate by views on recent uploads is the more honest measure.
What is a good engagement rate?
There is no single good number. Judge a rate against accounts that are genuinely comparable.
Engagement rates differ by platform, by niche and above all by account size. Smaller accounts tend to post for a close community and see a higher share of their followers interact, while the rate usually falls as an audience grows, even when the absolute numbers keep rising. A rate that is excellent for an account with a million followers can be ordinary for one with five thousand.
So compare like with like: the same platform, a similar follower count, the same kind of content. Look at consistency as well as the average, since steady interaction across posts is worth more than one spike, and read the comments. Real questions and conversation are a better sign than a wall of emoji, and a rate far above similar accounts with generic comments is a reason to look more closely before a brand pays for it.
Using engagement rate in a brand deal
Engagement rate is one input to a creator's price, next to audience size and the rights a brand is buying.
For creators, put both rates in your media kit with the date range and the number of posts they were calculated on, so a brand can check the method. Then take the rate by followers into the influencer rate calculator: it adjusts a benchmark rate up or down for engagement, which gives you a starting quote you can defend.
For brands, set a minimum rate for the platform and creator size you are hiring for before outreach starts, ask shortlisted creators for recent insights rather than relying on public counts, and price the engagement you verified rather than the follower count on the profile.
Frequently asked questions
How do you calculate engagement rate?
Add up the likes, comments, shares and saves on a set of recent posts and divide by the number of posts. Divide that average by the follower count and multiply by 100 for the engagement rate by followers, or divide the total interactions by the total views on the same posts for the engagement rate by views.
What is the difference between engagement rate by followers and by views?
The rate by followers compares accounts of different sizes and is what brands usually ask for. The rate by views measures how the content performed with the people who actually saw it, which matters more on TikTok, Reels and YouTube, where videos reach people who do not follow the account.
How do I calculate my Instagram engagement rate?
Take your last ten or so regular posts, leaving out giveaways and boosted posts. Add their likes, comments, shares and saves from Instagram insights, divide by the number of posts, then divide by your follower count and multiply by 100.
What is a good engagement rate?
It depends on the platform, the niche and the size of the account. Smaller accounts usually see a higher share of their audience interact, and the rate tends to fall as an audience grows, so compare a rate only with accounts of a similar size, on the same platform, making similar content.
Does this calculator look up an account automatically?
No. You type in the counts from the posts you want to measure and the rate is calculated in your browser. Nothing is fetched from Instagram, TikTok or YouTube, and nothing you enter is stored.
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