Your numbers
Copy them from Insights or TikTok Studio. Use the totals for one post, or for several posts.
Example values. Replace them with yours.
Your engagement rate
10× the median for brands on Instagram (0.30%, Quid 2026).
No public benchmark uses this formula on Instagram. Compare it with your own past posts.
Comments make up 10% of your interactions.
Your comments count in this rate
Blabla answers them from your FAQ and hides spam, scams and insults on Instagram, Facebook and TikTok. A clean, active comment section keeps people talking.
Benchmarks by account size · Instagram
Buffer (27M posts, 2025) does not state its formula, so use these figures for the trend, not as a target. By followers, the brand median is 0.30% (Quid 2026) and the average is 0.48% (Socialinsider 2025).
| Followers | Engagement rate |
|---|---|
| 0–1K | 5.20% |
| 1K–5K | 4.60% |
| 5K–10KYou | 4.10% |
| 10K–50K | 3.70% |
| 50K–100K | 3.60% |
| 100K–500K | 3.50% |
| 500K–1M | 3.70% |
| 1M+ | 5.00% |
Sources: Quid, 2026 benchmark report · Socialinsider, 2025 benchmarks · Buffer, 2025
How to calculate engagement rate
By followers
Add up the interactions on a post (likes, comments, shares, saves), divide by your followers and multiply by 100. For several posts, divide the total by the number of posts first. Most benchmark reports use this formula, so it is the one to compare with.
By reach or views
Divide the same interactions by the accounts reached (Instagram, Facebook) or by the views (TikTok, Reels), then multiply by 100. This rate shows how the people who saw the post reacted. It matters on TikTok, where most views come from people who don’t follow you.
Which interactions to count
Likes, comments, shares and saves is the usual set. Some reports count only likes and comments, as Socialinsider does on Instagram. Write down what you count and keep it from month to month: switching formulas moves the number more than your content does.
One post or a monthly average
A single post tells you little. Enter the totals of your last 10 to 30 posts and how many there are: the calculator returns your average rate per post, the figure benchmark reports publish.
What is a good engagement rate in 2026?
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 (formerly Rival IQ). Socialinsider finds higher averages for 2025: 0.48% on Instagram and 0.15% on Facebook by followers, and 4.20% on TikTok by views.
Account size changes the picture less than people think. On TikTok, Socialinsider’s rate by views goes from 4.40% for accounts with 1K to 5K followers to 3.75% for 50K to 100K. On Instagram, Buffer’s study of 27 million posts finds rates falling from 5.2% under 1,000 followers to about 3.5% between 100K and 500K, without saying which formula it uses.
Industry matters more. Higher education, sports and media sit well above the median, retail and beauty near the bottom. The best benchmark is still your own average over the last three months.
Comments are the part of the rate you can move directly. A question answered quickly often brings a second comment, a thread without spam makes the next person want to join in, and on Instagram a post’s comment count includes replies.
Engagement rate calculator: your questions
How do you calculate engagement rate on Instagram?
Add up likes, comments, shares and saves on a post, divide by your followers and multiply by 100. Example: 240 interactions for 8,000 followers gives 3.0%. By reach, divide by the accounts reached instead: 240 interactions for 3,000 accounts reached gives 8.0%.
How do you calculate TikTok engagement rate?
Most people divide a video's likes, comments, shares and saves by its views, then multiply by 100. By followers, divide by your follower count instead. Example: 500 interactions on 12,000 views gives 4.17% by views, while the same video on an account with 2,000 followers gives 25% by followers.
What is a good engagement rate on Instagram?
By followers, the median for brands is 0.30% (Quid, 2026) and the average 0.48% (Socialinsider, 2025). Above 0.5% you beat most brands. Compare yourself with your industry and with your own last three months rather than with creators.
Why is my engagement rate going down?
Common causes: followers who never interact (giveaway hunters, inactive accounts), posting more often so each post gets a smaller share, a change of format, or comment threads full of spam that put people off. Check reach and comments before you change everything.
Does replying to comments raise engagement rate?
Yes. Replies add to a post's comment count, and each answer often brings a new message from the follower. Instagram also lists your history of interacting with an account among its Feed signals. Blabla answers comments from your FAQ and hides spam so the conversation keeps going.
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