Engagement rate calculator
The number brands ask for before they'll pay you. Enter a post's interactions and choose whether to measure against your follower count or its actual reach.
Two versions of the same number
Engagement rate by followers is what most brands and media kits quote: interactions divided by your audience size. It's easy to compare across accounts, but it punishes large accounts unfairly, since no post reaches every follower.
Engagement rate by reach divides by the people who actually saw the post. It's a far better measure of whether the content itself is good, and it's usually a much higher number — which is why it's worth quoting when your follower-based rate looks thin. Both are legitimate; just say which one you're using, because a brand comparing your reach-based rate against someone's follower-based rate is not comparing like with like.
Include saves and shares if the platform reports them. They matter more than likes to most algorithms, because they signal the post was worth keeping or passing on, and leaving them out understates strong content.
As rough anchors: under 1% is low, 1–3% is typical, 3–6% is strong, and above 6% is very high — but rates fall predictably as accounts grow, so a 2% rate on 100,000 followers can be worth far more than 8% on 500.
Questions
Which basis should I put in a media kit?
Whichever you can defend, clearly labelled. Follower-based is the default expectation; reach-based is more flattering and more meaningful, but only if you say that's what it is.
Should saves and shares count?
Yes, when the platform reports them. They're stronger signals than likes and the algorithms weight them accordingly, so excluding them undersells genuinely good posts.
What's a good rate?
Under 1% is low, 1–3% typical, 3–6% strong, 6%+ very high. Expect the number to fall as you grow — that's normal, not decline.