The formula
Engagement rate equals total interactions divided by audience size, multiplied by 100. Interactions here are likes, comments, shares and saves. Divide by followers for a rate based on your audience, or by views for a rate based on how people responded to a particular post.
The by-views version is often more informative for video platforms, because the number of followers who actually see a post can be a small fraction of your total.
Reading the rating
The rating bands in this tool, below 1%, 1% to 3%, 3% to 6% and above 6%, are rules of thumb only. Typical engagement differs by platform, content format, account size and industry, and smaller accounts tend to have higher rates. Compare yourself with accounts of similar size in your niche rather than with a universal benchmark.
Brands also look at the quality of interactions. Thoughtful comments, shares and saves usually indicate stronger interest than a like.
Improving engagement
Posts that ask a clear question, offer something worth saving, or tell a story tend to prompt more interaction. Test one change at a time and track the effect. Use the sponsorship rate calculator once your numbers are strong to price a brand partnership.