Enter followers plus average likes and comments. You instantly see the engagement rate and how it compares with accounts of a similar size.
Tip: use the average of the last 9 to 12 posts and leave out giveaways or viral outliers.
Engagement rate = (avg. likes + avg. comments) ÷ followers × 100. It shows how many people in the community interact with a post. For brands this is often more telling than follower count alone, because bought or inactive followers pull the rate down.
Larger accounts almost always have a lower engagement rate. Only compare accounts of a similar size.
| Audience tier | Average | Good | Excellent |
|---|---|---|---|
| Nano (under 10,000) | 2,0 % – 4,0 % | 4,0 % – 6,0 % | > 6,0 % |
| Micro (10,000–100,000) | 1,5 % – 3,0 % | 3,0 % – 5,0 % | > 5,0 % |
| Mid (100,000–500,000) | 1,0 % – 2,0 % | 2,0 % – 3,5 % | > 3,5 % |
| Macro (over 500,000) | 0,8 % – 1,5 % | 1,5 % – 3,0 % | > 3,0 % |
If the rate is far below the benchmark, inactive or bought followers may be the reason. Take a closer look at the comments.
Extremely high values with few meaningful comments can point to engagement pods.
Genuine, on-topic comments are a better quality signal than rows of emojis.
Reels often reach non-followers. Also judge them by views, not just followers.
Estimate what a post, Reel or video costs at a given audience size.
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