Free measurement tool
Engagement rate calculator
Engagement rate names two different numbers depending on what you divide by. This shows both, so you always know which one you are quoting.
By reach
7.88%
252 interactions divided by 3,200 reached. The more comparable of the two.
By followers
5.04%
252 interactions divided by 5,000 followers. Falls as an account grows.
Compare this against your own last ten posts
Published average engagement rates disagree with each other by multiples, because they sample different account sizes and count different interactions. A number from one of them cannot tell you whether 7.88% is good for your account.
Your own recent posts can. Run the same calculation on ten of them, use the median as your baseline, and treat anything well above it as a format worth repeating.
Calculated in your browser. Reach counts unique accounts and views counts plays, so a video rate built on views is not comparable to a photo rate built on reach. Pick one and keep using it.
Two divisors, two different answers
Divide interactions by followers and you measure how much of your audience you activated. That number falls as an account grows, because reach never keeps pace with follower count, so a healthy account can watch its engagement rate decline for years while everything is going right.
Divide by reach instead and you measure how compelling the post was to the people who actually saw it. That number is stable as you grow, and it is the only one of the two that means anything when compared across accounts of different sizes.
Most calculators pick one of these silently, which is why two tools return different figures for the same post and neither says why. Quote the reach-based number when you are judging content, and the follower-based number only when someone specifically asks for it.
An interaction is not the same thing on every platform
| Platform | Counted here | Worth noting |
|---|---|---|
| Likes, comments, saves, shares | Saves and shares signal more intent than likes, and are often the better number to watch | |
| TikTok | Likes, comments, shares, favourites | Views count plays rather than unique accounts, so a view-based rate runs lower |
| Reactions, comments, reposts | Impressions are counted per render, not per person | |
| X | Likes, replies, reposts, bookmarks | Bookmarks are private, and are often the largest hidden signal |
| YouTube | Likes, comments, shares | Watch time matters more to distribution than any of these |
Why there is no benchmark column
Published average engagement rates disagree with each other by multiples. They sample different account sizes, count different interactions, and rarely say which divisor they used, so putting one next to your real number would hand you a verdict the underlying data cannot support.
Your own posts can support one. Run the same calculation across your last ten, take the median, and use that as the line. Anything meaningfully above it is a format worth repeating, anything below it is worth examining, and both judgements are made against an account with your audience rather than against a survey of accounts that are not yours.