How to calculate engagement rate instagram
How to Calculate Your Engagement Rate on Instagram
Instagram Tips & Resources
By Jessica Worb
•
Updated on May 30, 2022
•
4 minute read
Only simple math over here. We promise.
Published December 9, 2018
Knowing how to calculate your Instagram engagement rate on Instagram is essential, especially in 2022.
Your Instagram engagement rate helps you gain a better understanding of how your content is resonating with your audience.
Keep reading to find out what an Instagram engagement rate is, how to calculate it, and why it’s so important.
If video is more your style, check out our YouTube video where we share everything you need to know about how to calculate your Instagram Engagement rate:
What Is an Instagram Engagement Rate?An Instagram engagement rate is a calculation that shows what percentage of your following has interacted with your content.
It typically takes into account the number of likes and comments a post receives in relation to your overall follower count.
In some cases it can also take into account the number of impressions, saves, and shares a post receives.
How to Calculate Your Instagram Engagement RateTo calculate the Instagram engagement rate for a post, divide the total number of likes and comments by your follower count, and then multiply by 100 to give you a percentage.
Alternatively, Later’s social media management platform automatically calculates your Instagram engagement rate for every post you share.
Head to Later’s Analytics dashboard and select the Post Performance tab.
From here, you’ll be able to see how all of your recent posts have performed in an easy-to-use table format.
You can easily filter your posts to see which ones drove the highest engagement rate for your account, for up to one year.
Keep track of your Instagram engagement rates and monitor your growth week over week with Later’s Instagram Analytics.
Monitoring your Instagram engagement rate is important.
While having a high follower count may look impressive, what’s more impressive is how engaged those followers are.
Tl;dr: High engagement > # of followers.
Your Instagram engagement rate gives you a clear picture of how your content is resonating with your audience. If you’re seeing consistently strong engagement rates, you know your followers are enjoying your content.
And if your engagement rate is lower than where you’d like it to be, you can use it as a springboard to pivot and improve your social strategy.
What Is a Good Engagement Rate on Instagram?The answer is… it depends.
What is considered a “good engagement rate” for an account in the health and wellness industry with 10K followers may be different from what is considered “good” for a home decor account with 150K followers.
To get a better understanding of how you stack up against industry peers with similar follower counts, Later has created a free Instagram Industry Benchmark report.
The report Later looks at the average engagement rates (split by follower count) for 30 top industries.
Plus, so much more:
Average reach rate benchmarks: 2021
Five industry-specific case studies
Industry performance trends: 2019-2021
Actionable tips on how to improve your metrics
Performance benchmarks by follower size
Download the free Instagram Industry Benchmarks report now!
What Is the Average Instagram Engagement Rate?Later analyzed millions of Instagram feed posts (excluding Reels) and found the average engagement rate is 2.88%.
To break that stat down even further, the average engagement rates for carousel posts is 3.11%, images is 2.76%, and videos is 2.60%.
Based on Later’s study, you can see carousel posts outperform image and video posts.
Which isn’t too surprising considering how effective they are at driving engagement.
So if you want to increase your engagement on Instagram, getting creative with carousel posts is a good idea.
At the end of the day, your engagement rate is one of the best Instagram metrics to track if you want to find out how your content resonates with your audience.
And remember, if you’re ever looking for a tool to do the heavy lifting for you, Later’s Instagram Analytics tools automatically calculate your Instagram engagement rate for every post you share.
All you have to do is sign up for Later and you can immediately start tracking your engagement rate. Explore the Instagram Analytics dashboard today!
About the Author
Jessica Worb
Jessica is a creative content writer and marketer. She lives and works remotely from Winnipeg, a city smack dab in the middle of Canada.
Follow along at @jessicaworb.
Plan, schedule, and automatically publish your social media posts with Later.
Category Social Media Analytics & Reporting Blogs
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How to Increase Instagram Engagement in 2023
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The Best Types of Instagram Posts for Engagement: Carousel, Image, or Video?
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© 2023 Later. All Rights Reserved.
Engagement Rate Calculator + Guide for 2023
What is engagement rate?
Free engagement rate calculator
6 engagement rate formulas
How to calculate engagement rate automatically
Engagement rate FAQs
Engagement rates are the currency of the social media marketing industry.
Sure, vanity metrics like followers and impressions count for something. But engagement metrics like the number of likes and comments give your social media performance perspective.
Most social media marketing experts agree that a good engagement rate is between 1% to 5% — but the more followers you have, the harder it is to achieve.
Keep reading to learn more about different engagement rate formulas — and use our interactive engagement rate calculator to find out how well your accounts are doing.
Bonus: Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.
What is engagement rate?
Engagement rate is a social media marketing metric that measures the amount of interaction a piece of content (or a campaign, or a whole account) gets compared to reach or followers or audience size.
When it comes to social media analytics, follower growth is important, but it doesn’t mean a lot if your audience doesn’t care about the content you post. You need comments, shares, likes and other actions that prove your content is resonating with the people who see it.
What else counts as engagement? You may choose to include all or some of these metrics when calculating your engagement rate:
- reactions
- likes
- comments
- shares
- saves
- direct messages
- mentions (tagged or untagged)
- click-throughs
- clicks
- profile visits
- replies
- retweets
- quote tweets
- regrams
- link clicks
- calls
- texts
- sticker taps (Instagram Stories)
- emails
- “Get Directions” (Instagram account only)
- use of branded hashtags
Free engagement rate calculator
Are you ready to calculate your engagement rate? Use the calculator below to find out your engagement rate by post.
Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific campaign, only include the details of the posts that were part of the campaign.
Engagement rate calculator
Number of followers
Number of posts
Comments
Shares
Likes
Saves
Mentions
Clicks
DMs
Your engagement rate:If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.
Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement).
Hootsuite Analytics collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.
With Hootsuite Analytics, you can also:
- Find out when your audience is online
- Get personalized recommendations for your best times to post for each of your accounts
- Easily view industry benchmarks and see how you compare to competitors
Start free 30-day trial
6 engagement rate formulas
These are the most common formulas you’ll need to calculate engagement rates on social media.
1. Engagement rate by reach (ERR): most common
This formula is the most common way to calculate engagement with social media content.
ERR measures the percentage of people who chose to interact with your content after seeing it.
Use the first formula for a single post, and the second one to calculate the average rate across multiple posts.
- ERR = total number of engagements per post / reach per post * 100
To determine the average, add up the all the ERRs from the posts you want to average, and divide by number of posts:
- Average ERR = Total ERR / Total posts
In other words: Post 1 (3.
4%) + Post 2 (3.5%) / 2 = 3.45%
Pros: Reach can be a more accurate measurement than follower count since not all your followers will see all your content. And non-followers may have been exposed to your posts through shares, hashtags, and other means.
Cons: Reach can fluctuate for a variety of reasons, making it a different variable to control. A very low reach can lead to a disproportionately high engagement rate, and vice versa, so be sure to keep this in mind.
2. Engagement rate by posts (ER post): best for specific posts
Technically, this formula measures engagements by followers on a specific post. In other words, it’s similar to ERR, except instead of reach it tells you the rate at which followers engage with your content.
Most social media influencers calculate their average engagement rate this way.
- ER post = Total engagements on a post / Total followers *100
To calculate the average, add up all the ER posts you want to average, and divide by number of posts:
- Average ER by post = Total ER by post / Total posts
Example: Post 1 (4.
0%) + Post 2 (3.0%) / 2 = 3.5%
Pros: While ERR is a better way to gauge interactions based on how many people have seen your post, this formula replaces reach with followers, which is generally a more stable metric.
In other words, if your reach fluctuates often, use this method for a more accurate measure of post-by-post engagement.
Cons: As mentioned, while this may be a more unwavering way to track engagements on posts, it doesn’t necessarily provide the full picture since it doesn’t account for viral reach. And, as your follower count goes up, your rate of engagement could drop off a little.
Make sure to view this stat alongside follower growth analytics.
3. Engagement rate by impressions (ER impressions): best for paid content
Another base audience metric you could choose to measure engagements by is impressions. While reach measures how many people see your content, impressions track how often that content appears on a screen.
- ER impressions = Total engagements on a post / Total impressions *100
- Average ER impressions = Total ER impressions / Total posts
Pros: This formula can be useful if you’re running paid content and need to evaluate effectiveness based on impressions.
Cons: An engagement rate equation that uses the number of impressions as the base is bound to be lower than ERR and ER post equations. Like reach, impression figures can also be inconsistent. It may be a good idea to use this method in conjunction with reach.
Read more about the difference between reach and impressions.
4. Daily engagement rate (Daily ER): best for long-term analysis
While engagement rate by reach measures engagement against maximum exposure, it’s still good to have a sense of how often your followers are engaging with your account on a daily basis.
- Daily ER = Total engagements in a day / Total followers *100
- Average Daily ER = Total engagements for X days / (X days *followers) *100
Pros: This formula is a good way to gauge how often your followers interact with your account on a daily basis, rather than how they interact with a specific post.
As a result, it takes engagements on new and old posts into equation.
This formula can also be tailored for specific use cases. For instance, if your brand only wants to measure daily comments, you can adjust “total engagements” accordingly.
Cons: There’s a fair amount of room for error with this method. For instance, the formula doesn’t account for the fact that the same follower may engage 10 times in a day, versus 10 followers engaging once.
Daily engagements can also vary for a number of reasons, including how many posts you share. For that reason it may be worthwhile to plot daily engagement versus number of posts.
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5.
Engagement rate by views (ER views): best for videoIf video is a primary vertical for your brand, you’ll likely want to know how many people choose to engage with your videos after watching them.
- ER view = Total engagements on video post / Total video views *100
- Average ER view = Total ER view / Total posts
Pros: If one of your video’s objectives is to generate engagement, this can be a good way to track it.
Cons: View tallies often include repeat views from a single user (non-unique views). While that viewer may watch the video multiple times, they may not necessarily engage multiple times.
6. Cost per engagement (best for measuring influencer engagement rates)
Another useful equation to add to your social media toolbox is cost per engagement (CPE). If you’ve chosen to sponsor content and engagement is a key objective, you’ll want to know how much that investment is paying off.
- CPE = Total amount spent / Total engagements
Most social media ad platforms will make this calculation for you, along with other object-oriented calculations, such as cost-per-click. Make sure to check which interactions count as engagements, so you can be sure you’re comparing apples to apples.
How to calculate engagement rate automatically
If you’re tired of calculating your engagement rate manually, or you’re simply not a math person (hi!), you might want to consider using a social media management tool like Hootsuite. It allows you to analyze your social media engagement across social networks from a high level and get as detailed as you want with customized reports.
Here’s an example of what looking at your engagement data in Hootsuite looks like:
Try for free for 30 days
Besides showing you your overall post engagement rate, you can also see what types of posts get the highest engagement (so you can make more of those in the future), and even how many people visited your website.
In Hootsuite reports, it’s super easy to see how many engagements you got over a period of time, what is being counted as an engagement for each network, and compare your engagement rates to previous time periods.
Pro tip: You can schedule these reports to be created automatically and remind yourself to check in as often as you want.
A great bonus is that with Hootsuite, you get to see when your audience is most likely to engage with your posts — and schedule your content accordingly.
Engagement rate FAQs
How do I calculate engagement rate?
The most common engagement formula is engagement rate by reach (ERR). It measures the percentage of people who chose to interact with your content after seeing it. To calculate your engagement rate by reach, divide your total number of engagements per post by your reach per post, then multiply the result by 100.
What is a good engagement rate?
Most social media marketing experts agree that a good engagement rate is between 1% to 5%.
The more followers you have, the harder it is to achieve. Hootsuite’s own social media team reported an average Instagram engagement rate of 4.59% in 2022 with 177k followers.
Yes! A engagement rate higher than 5% is considered very high.
Use Hootsuite to track and improve engagement rates across all your social media channels. Try it free today.
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What is the engagement rate (engagement rate)
The engagement rate (engagement rate) is a coefficient that shows how many users actively interact with content on social networks: they like, comment, repost or save publications. Engagement rate is expressed as a percentage and allows you to evaluate how effective communications through social networks are.
Top posts based on engagement rate in LiveDune app. Source
Why track ER
Each social network evaluates the relevance of posts and promotes them in the feed using its own algorithms. This is necessary to show users the most interesting content, not limited to chronology or random selection.
Feed is based on engagement. The priority is the quality of content and the interest that publications cause in people, and not the number of subscribers in the account. Therefore, the engagement rate metric is very important for the operation of algorithms and affects how many users will see your content in the feed, and hence the effectiveness of SMM.
This is how the VKontakte feed and story looks like
However, engagement should not be considered in isolation from marketing goals and objectives. By itself, this indicator does not guarantee whether there will be a conversion to sales and what benefits it will bring to the brand:
- , is good for business.
- If the same machine-building plant posts news from the fashion world, which are in no way connected with the main products, and attracts people who are far from buying equipment, then even the maximum involvement of all readers will not help sell at least one machine.
The engagement rate is an indicator of audience reactions to content, but the content itself in this case should be aimed at:
- consumers who need this product;
- solvent audience that can purchase the product;
- product benefits and purchase motivation;
- retention of interest in the company's products and services.
Then the ER coefficient will be a really important metric and will help you make the right marketing decisions.
The MIF publishing group on VKontakte only talks about books
The convenience of ER for content analytics is that it can be calculated both for a single post and “average for a hospital”.
We can calculate the ER for the month, and then, relative to this average, arrange all the posts according to their ERpost. So we can see which publications have risen above the average mark, which are about in the middle, and which have gone far down. This will help to understand the interests and preferences of the audience. You can also easily find common features (visual, presentation, text, format) in successful and unsuccessful posts. I advise you to build such a graph directly with screenshots, so that you get such a scale of posts from high ER to low. Then it will be much easier to identify similar things in posts
Anastasia Belmega
Head of SMM in SMMplanner auto-posting service
Calculation formula clicks, comments, dislikes, retweets, saves, link clicks. Depending on the settings and algorithms of a particular social network, the set of reactions may differ.
The necessary data for calculating the engagement rate can be found in any social network.
On Facebook*, user reactions are reflected in detail in the page management section, including in the context of individual publications.
In VKontakte, the general coverage statistics with breakdowns for each publication is in the "Statistics" column. Detailed information is available from a computer, an abbreviated version opens from a mobile.
On Instagram*, all the necessary information is in the "Statistics" section in the "Actions", "Content" and "Audience" tabs, but only for business accounts or author accounts.
There are several ways to calculate the Engagement Rate. The formulas are simple and approximately the same, but they use different bases and different time intervals in the calculation.
Based on the number of subscribers
ER = reactions / subscribers × 100%
The main formula that allows you to understand whether subscribers like the content, whether they are interested in this community. It also helps to assess the quality of subscribers - how interested users are in the group, how targeted the audience is. If there are few reactions, publications do not cause responses, it may be worth analyzing the base and methods of attracting an audience, switching to other channels.
Using this formula, you can calculate both the overall ER and the engagement rate for individual posts (reactions to a post are substituted into the formula). ER by individual posts helps to assess how interested the audience is in certain topics, headings and further develop such content in order to increase engagement and brand loyalty.
Based on Reach
ERR = Reactions / Reach × 100%
Indicates how interesting the content was to all users who saw it. It doesn't matter if they are subscribers or not. This engagement rate is commonly referred to as ERR - Engagement rate by reach, engagement rate by reach, or coverage rate. This metric allows you to evaluate the overall quality of publications in the community.
Both ER and ERR are used in content analytics.
ERR is suitable for analyzing a specific post - we can evaluate user activity and understand how the publication went to the audience.
ER helps to compare all posts and isolate common trends. What do audiences generally like? What topics, design, text feeds work better in an account? In order for the comparison of posts with each other to be objective, it is important that the activity of the audience is compared relative to the same number, so ER is suitable for this task, not ERR
Konstantin Rudov
editor-in-chief of the SMMplanner autoposting service blog
By time interval
ER = reactions to a post for a period / subscribers for a period × 100%
Shows how interests changed in a specific period or audience in a specific month or audience actions of the action, decrease in demand, change of direction of activity. It allows you to see and correct the decline in activity in time or evaluate the success of a new type of promotion.
Multiplied by
The principle is based on increasing the significance of certain reactions or, conversely, reducing their impact on the final value of the formula. To do this, they are multiplied by coefficients. If the reaction is important, a multiplying factor > 1 is applied. If the blog administrator responds to comments, then when counting them, they are multiplied by 0.5, that is, the share of reactions that does not come from subscribers is excluded.
For example, the calculation of the “reactions to a post” parameter will change in this way, in which the emphasis is on likes, and administrator answers are excluded from comments:
post reactions = likes x 2 + comments x 0.5 + shares + saves
This value is then plugged into any other ER calculation formula.
What is good engagement
There is no unequivocal answer to this question. But there are average numbers that marketers use:
- less than 1% is bad;
- 1% to 3.5% - average value;
- from 3.5% to 6% - a good level;
- over 6% - very cool.
ER rate for accounts with different number of followers. Source
A more reliable option is to focus on the performance of competitors from the same market niche and with approximately the same audience as yours. To do this, they use special services (for example, Livedune), which provide access to analytics and automatically calculate the ER indicators of your and other similar accounts.
ER shows what % of community/channel/account subscribers react to content. If you see a drop in ER amid an increase in subscribers, a new audience is either not involved in your content or does not see it.
If the coverage of publications published after the arrival of new subscribers grew in proportion to the increase in the audience, the content was shown to the audience, but did not cause a reaction. Work on the content, you do not fall into the interests of the audience.
If the reach hasn't increased since the audience arrived, the new audience most likely doesn't see your content. Work on increasing your reach.
Alena Borshcheva
CEO of DataFan social media analytics service, marketing analyst
How to increase your engagement rate
It is important to remember that the audience is real people. And for them to be active and react to the content, it must be interesting and of high quality. To move people, you need to communicate with them, surprise and push them to action. If you want to increase engagement, turn on your imagination.
Publish interactive stories
Ask and answer questions, ask for advice, ask to share an opinion, return to the previous story in order to consider or clarify some fact. Try on all questions and ideas for yourself. Would you be interested in answering? Would a picture grab you? Is it difficult to choose an option?
Example of interactive stories. Source
Run contests, giveaways and games
The scope for ideas is limitless: find the differences between two stories, solve an emoji puzzle, screen a prediction, answer a quiz question, arrange a photo title contest, participate in a psychological test - first offer to choose one of several options for images, mark it in the comments, and then in the following posts or in direct, the participant will be able to get a transcript.
Ask questions in publications
Questions should be as simple and clear as possible. Nothing that may require much thought or a detailed answer. Ideally, if you can answer yes, no, or put a smiley face. Popular social networks allow you to make a survey in a few minutes - you do not need to write anything, you can immediately select the appropriate answer option and see the opinion of other subscribers. And don't forget to ask for a comment on the answer under the post - an additional action to increase engagement.
In the group of a manufacturer of goods for the development of children, various questions are often asked at the end of posts, and moms answer them in the comments
Organize live broadcasts
Live broadcasts are interesting for users if you are a millionaire blogger, a cool expert or a media personality. If you're not one of those, then follow these two rules:
- Invite interesting people.
- Announce launches to gather an audience in advance.
Be active in the comments
Reply to comments in posts and user posts. Ideally, all the activities that you organize on social networks should lead subscribers to the desire to share their own opinion. It does not have to be positive, negative statements can often become an opportunity for you to tell in more detail about the product, its advantages, indicate your trusting and patient attitude towards subscribers, and involve other participants in the dialogue. Patience, delicacy and a good sense of humor will help to collect a significant number of reactions in the form of replies and likes.
The Tinkoff Bank group always actively responds to user comments. At the same time, they try to do it kindly and humanly
Main thoughts
🔥 Instagram engagement | What is the Engagement Rate and how it is calculated
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How LiveDune calculates the Engagement Rate on Instagram, VKontakte and other social networks
Engagement Rate (aka ER) is the percentage of the account's active audience. Activity refers to the various reactions of users to publications. On Instagram*, for example, these are likes, comments, saves, or video views. In VKontakte, reposts and votes are also taken into account. What formula does the engagement rate have and what is the normal Engagement Rate on Instagram* and other social networks - we will understand in the article.
Engagement Rate Formula
Engagement Rate Reach Formula
Engagement Rate Formula Views
What is the normal Engagement Rate? What is Reach Rate and View Rate? First, you need to calculate the average number of reactions per post — for this, we take all the posts for a period (for example, a week) and sum up all the reactions. The total number is divided by the number of posts for this period. Next, we divide the resulting value by the number of subscribers in the account and multiply by 100. This will be the level of engagement in social networks.
For each social network, reactions have a different set, for example, in VKontakte and Odnoklassniki, reposts and votes in polls are also taken into account.
For clarity, the table with the calculations of engagement of the Vkontakte audience:
In LiveDune, you can customize the engagement indicators (available on the "Business" and "Agency" tariffs):
1. You can set parameters for calculating engagement for the entire account.
2. Also on charts with ER, you can separately view the organic ER of an account or with ads, if the ad account is already connected to LiveDune. If not, enable it on the Advertising tab. Further, in the header of the account, it will be possible to turn on / off the dollar icon, i.e. see organic data or with a promotion.
Engagement Rate Reach formula
In the days of the algorithmic feed, ER was not the most objective indicator of engagement, as it is calculated from the total number of subscribers. But not all subscribers are active (for example, commercial accounts), and some simply do not see your posts in their feed. Therefore, it is not objective to consider engagement taking into account such subscribers, because they did not even see your post.
It is more correct to evaluate the level of involvement by the metric Engagement Rate Reach - or abbreviated as ERR. The ERR formula is almost identical to ER, but it is calculated not from subscribers, but from the average coverage of posts.
All that we added to the table above is the Reach column, we calculate the average value from it and divide the average number of reactions by it - this is the Engagement Rate Reach. In the vast majority of cases, ERR will be greater than ER, because reach is always less than the number of subscribers. But if you promote posts with internal advertising of the social network, then, with a high probability, ERR will be lower than ER, due to the high exposure of the post to other social network users who are not your subscribers.
Engagement Rate Views formula
This formula is used to calculate engagement in social networks for VKontakte and YouTube only (although it is applicable to other social networks). The fact is that in VK and YT, the number of post views is available to all users, and not just the account owner, so it is convenient to use ERV for comparison. The resulting value will be very close to the Engagement Rate Reach, but a little less due to the fact that one user can see one post several times, respectively, each of these views will be taken into account in the formula. Read more about views and reach in the Terms section.
What is the normal Engagement Rate?
The answer to this question is displayed on the account page in the ER widget - it has a small line showing how many times the specified ER is more or less than that of accounts from the same weight category (by the number of subscribers). This is how you can determine the Engagement Rate for your account. We did a small study of engagement on a sample of 500K Instagram accounts* to understand how this indicator changes depending on the number of followers. For example, here is a screenshot from the community of Alexey Tkachuk, his ER is lower than that of similar communities in terms of the number of subscribers.
But on Instagram*, the same blogger, on the contrary, has 2.35 times more ER than similar accounts in terms of the number of followers.
If you need to find out ERday, then add up the ER of all the posts that were published on the given day. Those. if there were 3 posts per day with an ER of 1.2%, 2% and 1.6%, then ERday will be 4.8%.
Reach Rate / Views Rate
Reach Rate (only for own accounts, except YouTube) - shows the ratio of the average post reach to subscribers for the selected period. This indicator helps to understand which part of Instagram users managed to reach.
Views Rate (for other people's Vkontakte and YouTube accounts, as well as for their own YouTube accounts) - shows the ratio of the average number of post views to subscribers for the selected period.
Dynamics of Engagement Rate, ERR and ERV
In addition to calculating ER for posts and in general for the period, our service calculates ER every day and saves it for further display in the form of a graph.
The blue line is ER and the green line is ERR or ERV. The daily value is calculated at night (in Moscow) based on the last 20 posts.
*The court recognized as extremist and banned in Russia the activities of the corporation for the implementation of social networks.
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