How Engagement Rate Is Calculated
Engagement Rate (ER) = (likes + comments + saves + shares) / reach × 100. On TikTok and YouTube, divide by view count instead of reach. The formula varies slightly by platform but the principle is identical: what % of viewers actually interacted?
What's a Good Engagement Rate in 2026?
- Instagram: 3–5% good, 5%+ excellent (decreases as account grows)
- TikTok: 8–12% good, 12%+ excellent (highest of any platform)
- YouTube: 4–8% good, 8%+ excellent
- Twitter/X: 1–2% good, 2%+ excellent (lowest of any platform)
Why Engagement Rate Matters
Algorithms rank content by ER. Brands pay 2-5x more for high-ER accounts. A 10K-follower account with 8% ER beats a 100K-follower account with 0.5% ER for sponsorship rates.
Read the complete engagement rate guide for deeper benchmarks by account size.