engagement rate calculator
Work out your engagement rate the way brands and agencies do, by followers or by reach, and see what it means for your sponsored post rate.
fashion law journal · tools deskupdated 25 sep 2026instagram · tiktok · linkedin
Quick answer: engagement rate by followers = (likes + comments + saves + shares) ÷ followers × 100. By reach, divide by the number of accounts reached instead. Use the average over your last 10 or so posts. One viral post isn’t your engagement rate.
For an average, add up the likes, comments, saves and shares across several posts and enter how many posts that covers.
what’s a good engagement rate?
| rate (by followers) | how it’s usually read |
|---|---|
| under 1% | low. Common for large or inactive audiences. |
| 1% to 3% | average for most accounts |
| 3% to 6% | high. Strong, engaged community. |
| over 6% | very high. Typical of niche or smaller creators. |
These are rough rules of thumb used across agencies. Real benchmarks vary by platform, niche and account size. Smaller accounts usually have higher rates, and TikTok rates are often higher than Instagram.
disclose every paid post
In the US, the FTC’s Endorsement Guides require a clear disclosure when you have a material connection with a brand, whether that’s payment, free product or a family tie. In the UK, the ASA and CMA expect paid posts to be labelled “#ad” up front. A disclosure hidden in a string of hashtags doesn’t count.
fake engagement is a legal risk
Since 2024, the FTC’s rule on fake reviews and testimonials also bans buying or selling fake indicators of social media influence, like bots and purchased followers, for commercial purposes. Brands increasingly audit engagement before signing creators, so authentic numbers matter.
engagement rate questions
How is Instagram engagement rate calculated?
Add likes, comments, saves and shares for a post, divide by your follower count, and multiply by 100. For a fairer picture, average it across your last 10 to 12 posts.
Should I use followers or reach?
Brands often compare creators by followers because it’s public. Engagement by reach is more accurate for judging content, because it only counts people who actually saw the post.
Why is my engagement rate dropping as I grow?
That’s normal. As an audience grows it becomes less tight-knit, and fewer followers see each post. Many large accounts sit around 1%.
How much should I charge for a sponsored post?
A common starting point is about $10 per 1,000 followers for an Instagram feed post, adjusted up for strong engagement, niche audiences and usage rights, and down for weak engagement. Treat it as a floor for negotiation, not a price list.
Benchmarks and rate estimates are rough industry rules of thumb, not guarantees. Not legal advice. More from FLJ: cursive font generator · markup calculator.