2 October 2026·1 min read·Explainers

How to Calculate Instagram Engagement Rate (With Examples)

The engagement rate formulas brands use, worked examples, and what counts as a good rate for accounts of different sizes.

The most common Instagram engagement rate formula is likes plus comments on a post, divided by followers, times 100. Averaged over recent posts, it gives a rate brands compare. Another version divides by reach instead of followers, which only the account owner can see in Insights.

Engagement rate is the number brands check before paying a creator. It is simple to calculate yourself.

The formula

Engagement rate = (likes + comments) / followers x 100

Average it across your last 10–12 posts.

Worked example

Post	Likes	Comments
1	420	18
2	380	12
3	510	25

Average engagement per post = (438 + 392 + 535) / 3 = 455. With 12,000 followers: 455 / 12,000 x 100 = 3.8%.

By reach instead

Engagement divided by accounts reached, from Insights. It shows how people who actually saw the post responded. Only you can see it, so brands usually ask for screenshots.

Questions this raises

What is the formula for engagement rate?

(Likes + comments) divided by followers, times 100, averaged across recent posts. Some include saves and shares.

What is a good engagement rate?

It depends on account size. Smaller accounts usually have higher rates. Brands compare you with accounts of similar size in your niche.

What is engagement rate by reach?

Engagement divided by the number of accounts that saw the post. It is available only to the account owner in Insights.

Why does my engagement rate fall as I grow?

It usually does. Larger audiences include more casual followers who interact less, so smaller accounts tend to have higher rates. Compare yourself with accounts of a similar size.

Should I include saves and shares?

Include them if you can see them, and use the same formula every time. Saves and shares are strong signals, but only you can see them, so brands often use likes and comments only.