Engagement Rate Calculator for Instagram & TikTok
Engagement rate = (likes + comments + shares + saves) ÷ followers × 100. Free calculator finds it by followers, reach or views for Instagram and TikTok.
Engagement rate
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(likes + comments + shares + saves) ÷ followers × 100
Leave a field empty if the network doesn't show it.
How to use the engagement rate calculator
- Enter the post's interactions. Copy likes, comments, shares and saves from the post's insights. Leave a field empty if the network doesn't show it.
- Choose what to divide by. Pick followers, reach or views. For a rate by impressions, enter them as views.
- Enter that number. The rate updates as you type, and nothing leaves your browser.
- Compare posts with one formula. A rate by views and a rate by followers aren't comparable.
Engagement rate formulas
Engagement rate is the share of a post's audience that interacted with it, shown as a percentage. Every formula adds up the post's interactions, divides them by an audience number and multiplies by 100. The formulas differ in what they divide by:
| Formula | Divide by | Best for |
|---|---|---|
| By followers | Followers on the day you check | Tracking an account over time |
| By reach | Accounts that saw the post | Judging a single post |
| By views or impressions | Times the post was shown or played | Reels, TikTok videos and Shorts |
Hootsuite lists all three, Later calls the rate by reach the most common for Instagram, and Buffer divides by impressions. Instagram's help center defines interactions and views, not an engagement rate.
Take a post with 120 likes, 8 comments, 5 shares and 15 saves: 148 interactions. Its rate is 2.96% by 5,000 followers, 4.63% by a reach of 3,200 and 2.31% by 6,400 views. Write the formula next to every rate you report.
What counts as engagement on each network
Networks name their interactions differently. Here's what to enter in each field of the calculator:
| Network | Likes | Comments | Shares | Saves |
|---|---|---|---|---|
| Likes | Comments | Shares | Saves | |
| Reactions | Comments | Shares | — | |
| Threads | Likes | Replies | Reposts, quotes and shares | — |
| Reactions | Comments | Reposts | — | |
| X | Likes | Replies | Reposts | Bookmarks |
| TikTok | Likes | Comments | Shares | — |
| YouTube Shorts | Likes | Comments | — | — |
| — | — | — | Saves | |
| Telegram | Reactions | — | Forwards | — |
A dash means the network's official docs don't list that metric for a post; if your analytics shows it, add it. The names come from the help centers and developer docs of Instagram, Facebook, Threads, LinkedIn, X, TikTok, YouTube and Telegram. Pinterest also counts Pin clicks and outbound clicks as engagements and divides them by impressions. Reach, views, impressions and other metrics are defined in our social media glossary.
How to calculate Instagram and TikTok engagement rate
On Instagram, open a post and tap View insights. Interactions there are likes, comments, saves and shares. Views count every time the post was shown, and for Reels every play and replay. For photo posts and carousels, divide by followers or reach; for Reels, divide by views.
On TikTok, open the video's analytics in the app or in TikTok Studio and take its likes, comments and shares. Divide by views: a video is shown to more than just the people who follow you, so followers understate who saw it.
How to calculate average engagement rate
To get a rate for several posts or for your account, add up the interactions of all the posts, add up their reach or views, and divide the totals. Averaging the rates of single posts gives a small post as much weight as a large one.
Take two posts: 300 interactions on 10,000 views and 50 on 500. Their rates are 3% and 10%, and the average of the two is 6.5%. From the totals, 350 on 10,500 views, the rate is 3.33%, which is closer to what most people saw.
Tips for comparing engagement rates
- Keep one formula. Rates by followers, reach and views can't be compared with each other.
- Compare the same type of post. Reels with Reels, carousels with carousels.
- Check posts at the same age. A post keeps collecting likes and comments for days, so compare posts a week after each went out, not one from yesterday with one from last month.
- Use the same period for averages. Compare one month with the previous one, not a month with a year.
The rate of a single post says little; a steady run of posts shows what your audience responds to. Pubblica publishes each post to all your networks at the times you set, so the posting stays regular while you test what works. See how it works with social media automation.
