Engagement rate
Engagement as a share of the audience: interactions divided by followers, reach or views, as a percentage.
Engagement rate makes accounts of different sizes comparable. A post with 200 interactions from an account of 4,000 followers has a 5% rate by followers, far better than 2,000 interactions from 400,000 followers.
There's more than one formula. By followers is simplest and shows how involved your community is. By reach or by views is fairer for posts seen mostly by non-followers, as on TikTok. Whichever you use, stick with it so the numbers compare.
Example
(likes + comments + shares + saves) ÷ followers × 100
Free Instagram engagement rate calculator →
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