How to use it
- Choose whether to measure against followers or reach.
- Enter the number of posts, then the totals for likes and comments across those posts. Saves and shares are optional.
- The rate and the exact sum used appear below the inputs.
The two formulas
Engagement rate by followers
(interactions ÷ posts) ÷ followers × 100
Uses public numbers, so you can calculate it for any account, including ones you're vetting for a collaboration. Its weakness: most followers don't see every post, so the rate tends to fall as an account grows.
Engagement rate by reach
interactions ÷ reach × 100
Measures how many of the people who actually saw the posts interacted. It needs reach from Instagram Insights, so it only works for your own account or a creator who shares their stats. For several posts, add the reach of each post together.
“Interactions” here means likes + comments + saves + shares, using whichever of those you enter.
Worked examples
- One post, 12,500 followers, 540 likes and 36 comments: (540 + 36) ÷ 12,500 × 100 = 4.61% by followers.
- Five posts with 2,000 interactions in total and 20,000 followers: 2,000 ÷ 5 = 400 per post, and 400 ÷ 20,000 × 100 = 2.00%.
- One post reaching 8,000 accounts with 300 likes, 40 comments, 50 saves and 10 shares: 400 ÷ 8,000 × 100 = 5.00% by reach.
What is a good engagement rate?
There's no single answer, and we don't publish benchmark figures because the ones circulating online use different formulas and samples. Rates vary with account size, niche and post format. The most useful comparison is against your own history: calculate the same way each month and watch the trend. When comparing creators, make sure you use the same formula and the same set of recent posts for each.
Worked example: one account, two methods
An account with 12,000 followers posts a Reel. It gets 540 likes, 38 comments, 70 saves and 25 shares, and Insights shows it reached 18,000 accounts.
- By followers, likes and comments only: (540 + 38) ÷ 12,000 × 100 = 4.8%.
- By reach, all four actions: (540 + 38 + 70 + 25) ÷ 18,000 × 100 ≈ 3.7%.
The by-reach rate is lower here because the Reel reached many non-followers. Neither is wrong; they answer different questions. When you share a rate with a brand, say which method you used.
Making comparisons fair
- Average the last 10–12 posts rather than quoting your best one.
- Leave out boosted posts and giveaways.
- Compare like with like: Reels with Reels, carousels with carousels.
Read the full engagement rate guide, then turn your rate into a price with the Instagram money calculator.
Frequently asked questions
Should I include saves and shares?
Include them if you have them; they show stronger interest than a like. Only the account owner can see saves and shares, so leave them empty when assessing someone else.
How many posts should I use?
A single post is noisy. Using the last 10 or so regular posts gives a steadier average. Leave out giveaways and paid boosts, which inflate the numbers.
Does this work for Reels?
Yes. For Reels, reach-based engagement is usually more meaningful because Reels are shown to many non-followers.
Do I need to connect my Instagram account?
No. You type in the numbers, and nothing leaves your browser. See how our tools work.
Should I count saves and shares?
If you can see them in Insights, yes. They're strong signals of interest. Just use the same set of actions every time you compare.
Do Reel views count as engagement?
No. Views and plays measure reach. Engagement means someone acted on the post: liked, commented, saved or shared it.