What is a good engagement rate on Instagram, TikTok and Facebook?

A good engagement rate depends on the network and the formula you use. By followers and per post, the median for brands is 0.30% on Instagram, 2.01% on TikTok and 0.04% on Facebook, according to Quid's 2026 benchmark report. If your rate beats the median for your network and your industry, it is good.

The numbers you find online often contradict each other because they don't measure the same thing. This guide gives the 2026 benchmarks with their sources, the three formulas with worked examples, and explains why answering comments raises engagement.

What is a good engagement rate in 2026?

Two public references carry weight. Quid's 2026 report (formerly Rival IQ) calculates medians from 150 companies picked at random in each industry. Socialinsider publishes averages across hundreds of thousands of accounts (Instagram, TikTok, Facebook). Both cover 2025 data.

The practical benchmark column is our reading of the two sources, not an official scale. The gap between Quid and Socialinsider comes from three choices: a median versus an average (a few highly engaged accounts pull an average up), different samples, and different interactions counted.

Put another way, 0.30% means 3 interactions for every 1,000 followers. Brands get about 20 interactions per 1,000 followers on TikTok and fewer than one on Facebook. Always compare yourself with your own network, never with another one.

How to calculate engagement rate

There are three formulas. Pick one, write down which, and keep it from month to month: switching formulas changes the result more than your content does.

Interactions usually mean likes, comments, shares and saves. Some tools count only part of them: Socialinsider uses likes and comments on Instagram, and reactions, comments and shares on Facebook. Always state what you count.

Engagement rate examples

The three examples below are made up, but the math is exactly what you will do with your own insights.

The TikTok video shows the trap: 25% by followers looks exceptional, but most views come from non-followers. By views, 4.17% is close to Socialinsider's average. The Facebook post looks weak by followers (0.35%), yet it is well above the network's average.

How to benchmark your account in 4 steps

A benchmark only means something if you calculate your rate the way its source does. Here is a simple method to repeat every month:

1. Use your benchmark's formula. By followers to compare with Quid or Socialinsider on Instagram and Facebook, by views for TikTok.

2. Calculate a 30-day average. Add up the interactions on all your posts of the month, divide by the number of posts, then by your followers or views.

3. Compare with the network, then the industry. Start with the network median, then look up your industry in Quid's report, which publishes figures by industry.

4. Track your own trend. Compare each month with the average of your previous three months: it is the only benchmark that reflects your audience and your formats.

Next to the rate, write down how many comments you received and how many replies you sent. If the rate drops while questions go unanswered, you know where to start.

What is a good engagement rate on Instagram?

Quid's Instagram median fell from 0.36% to 0.30% in a year. Socialinsider's average is 0.48% in 2025, with clear gaps between formats:

Industry matters too: according to Quid, higher education and sports sit well above the median, while retail and beauty stay near the bottom. To track your numbers, see our guide to Instagram Insights, and for audience growth, the one on a good follower growth rate.

What is a good engagement rate on TikTok?

On TikTok, measure by views. According to Socialinsider (2 million videos from 214,507 profiles), the average rate by views was 4.20% in 2025, then 3.85% in Q2 2026. Account size barely changes the result:

By followers, Quid's median is 2.01%, the highest of all the networks it studies. Our article on the average TikTok engagement rate breaks the numbers down by industry.

What is a good engagement rate on Facebook?

Facebook shows some of the lowest rates: a post often reaches only part of a Page's followers. Quid's median is 0.04% by followers, with wide gaps: 0.18% for sports, 0.16% for higher education and energy, 0.01% for retail and tech. Socialinsider measures a 0.15% average in 2025, with 0.20% for status posts, 0.18% for albums and Reels, and 0.05% for links.

On Facebook, the rate by reach often says more than the rate by followers: it shows whether the people who saw the post reacted.

Why answering comments raises engagement

Replying to comments moves your engagement rate in three ways, all documented by the platforms.

• Replies are comments. In Instagram's API, a post's comment count includes replies. Each reply often restarts the exchange, and every message from the follower counts. If you want to measure your audience's engagement alone, say that you remove your own replies.

• Conversation feeds distribution. Instagram explains that Feed ranking weighs how likely you are to comment on a post and your history of interacting with an account, such as commenting on each other's posts. A follower you reply to is more likely to see your next posts. Facebook, for its part, wrote that Page posts that generate conversation between people show higher.

• A clean space invites people in. Nobody comments under a post full of spam or insults. Instagram notes that hidden comments still count in your total, so hiding spam doesn't lower your comment count.

The stakes go beyond metrics. A question left unanswered under a post is also a buyer left waiting, and everyone who scrolls past sees it. What people expect in terms of response time is covered in our guide to community management best practices.

For other levers (formats, questions, consistency), read our guide on how to increase social media engagement.

Answer every comment with Blabla

The three mechanisms above only work if replies actually go out, and replying quickly to every comment stops being possible once a post gets hundreds of them. Blabla drafts replies in your brand's tone from your FAQ, which your team approves in one click or lets go out automatically, and hides spam and insults 24/7 on Instagram, Facebook, TikTok and YouTube. Everything lands in a shared inbox. If you get a few comments a week, reply by hand: it's free and it's what matters. Beyond that, see Blabla's AI replies.

Common mistakes

• Comparing two different formulas. A rate by views and a rate by followers can't be compared.

• Benchmarking against the all-industry figure. A media brand or a sports team doesn't play in the same range as a retailer.

• Judging on a single post. Average at least a month of posts.

• Inflating numbers with fake followers or likes. It breaks platform rules, and fake followers, who never interact, drag your rate by followers down.

• Leaving questions unanswered. Every ignored comment is a conversation that stops.

Conclusion

A good engagement rate sits above the median for your network and industry, measured with the same formula, and rises against your own history. In 2026, the benchmarks are about 0.30% to 0.5% by followers on Instagram, 4% by views on TikTok and 0.04% to 0.15% by followers on Facebook. The simplest lever is to answer comments: see our guide to comment auto-replies.