Engagement rate calculator (Instagram, TikTok, YouTube) and what's a good rate

Engagement rate is the share of your audience that interacts with a post: usually likes, comments, shares and saves divided by followers (or by views) and multiplied by 100. Enter your numbers below to get your rate both ways. As a rough 2026 guide, Instagram creators under 10,000 followers average around 1.8% by followers (HypeAuditor), and TikTok engagement is often measured against views, where 4% or more is solid. Always say which formula you used when you share it with brands.

The formulas

Use the average of your last 10 to 15 posts rather than one post. Some reports only count likes and comments, which gives lower numbers, so compare like with like.

What’s a good engagement rate in 2026?

Benchmarks vary a lot depending on the formula and the accounts studied:

Creators, by follower tier (by followers) from HypeAuditor’s 2026 report (eMarketer; TikTok figures via Net Influencer):

Brand accounts (Socialinsider, 2026): Instagram about 0.45% by followers; TikTok about 2.7% by followers (Socialinsider).

YouTube (by views): long-form videos had a median of about 3.5% and Shorts about 2.7% in one 2026 sample of 309 channels (OverseerOS).

The pattern is consistent: smaller accounts have higher engagement, which is one reason brands book them. The calculator labels your result against our own rough bands, based on the reports above:

How to improve your engagement rate

• Hook harder. More people watching to the end means more people reacting.
• Ask for a specific action: “Save this for your next shop”, “Send this to the friend who…”. Avoid “like if you agree” bait, which some platforms penalise.
• Reply to comments quickly, and start conversations in your captions.
• Post for your existing audience sometimes: Stories, polls and community posts.
• Cut weak formats. Check which posts get the most saves and sends, and make more of them.
• Stay in your niche: off-topic posts reach people who don’t care.

Why brands care

Engagement shows whether your audience pays attention. Brands use it alongside average views to decide whether you’re worth the fee, and many price deals partly on it: our rate calculator adds 20% for engagement of 6% or more. Put your rate (and the formula) in your media kit.

Frequently asked questions

How do you calculate engagement rate?

Add up likes, comments, shares and saves on a post, divide by followers (or by views), and multiply by 100. Average it over your last 10 to 15 posts.

What is a good engagement rate on Instagram?

By followers, around 1% to 3% is a good rough guide for most creators, and accounts under 10,000 followers averaged about 1.8% in HypeAuditor’s 2026 report. Larger accounts usually have lower rates.

What is a good engagement rate on TikTok?

TikTok engagement is often measured by views: as a rough guide, 4% to 5% or more is solid, and smaller creators often see much higher rates. Benchmarks vary a lot between reports, so state your formula.

Should I calculate engagement by followers or views?

Use views for TikTok, Reels and YouTube, where many viewers don’t follow you. Use followers to compare Instagram accounts or when a brand asks for it. Tell brands which one you used.

Why is my engagement rate dropping as I grow?

It’s normal: larger audiences include more casual followers. Focus on average views and on saves and sends per view, which show whether your content still lands.