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Instagram engagement rate calculator

Average interactions per post as a share of followers: the number brands, agencies and venues ask for. Type it in or pull it from a public profile.

Illustration: a percentage and a heart

Work out an Instagram engagement rate

Rough guide: under 1% is low, 1% to 3% is common, 3% to 6% is strong, above 6% is unusual and mostly seen on small, close-knit accounts.

How it is calculated

(Average likes + average comments + average saves and shares) ÷ followers × 100.

Worked example. An Edinburgh florist has 3,100 followers. Her last ten posts averaged 85 likes, 6 comments and 14 saves and shares: 105 interactions. 105 ÷ 3,100 × 100 = 3.39%, which is strong for an account that size.

Getting good averages

  • Use your last ten to twelve posts, not your best three.
  • Leave out anything boosted with paid promotion; it skews the figure.
  • Saves and shares are only visible to the account owner (in Insights). If you are checking someone else, leave that box blank.

Why brands ask

A follower count says how many people could see a post. Engagement shows how many actually care. Brands deciding what to pay for a post compare the two; so does anyone checking for bought followers (see our fake follower checks). If you are growing an account, the Instagram growth guide covers the habits that move this number.

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Questions people ask

What is a good Instagram engagement rate?
For many accounts, 1% to 3% is common and over 3% is strong. Smaller accounts usually score higher than large ones.
Do reels count?
Yes, include them in your averages, but views on reels are not part of this follower-based formula.
Why is my rate dropping as I grow?
That is normal. Larger audiences contain more casual followers who react less often.