Free tool
Engagement rate calculator
"Engagement rate" is three different numbers depending on who is asking. This shows all three, so you can quote the one the brand, the tool or the sponsor is actually using.
By followers
3.34%
(likes + comments + saves + shares) ÷ posts ÷ followers — what most sponsorship tools quote
By reach
—
interactions ÷ posts ÷ reach — people who actually saw it; needs your insights
Likes only
3.20%
likes ÷ posts ÷ followers — the oldest formula, still used in some rate cards
Frequently asked questions
What is a good Instagram engagement rate?+
It depends on account size and on which formula you use. By followers, rates fall as accounts grow: small accounts often see several percent, very large accounts under one percent. Compare an account with itself over time, and compare accounts only when they use the same formula.
Which formula do brands use?+
Most sponsorship tools use interactions ÷ followers × 100 per post, averaged over recent posts. Reach-based rate is more honest (it measures people who actually saw the post) but reach is only visible to the account owner, so brands rarely have it.
Do saves and shares count?+
On Instagram they are interactions and many tools include them; some count only likes and comments. This calculator shows both so you can quote whichever the other side is using.
How many posts should I average?+
The last 10–12 posts is the usual window. One viral post or one flop moves a single-post rate a lot; an average does not.
Related tools
Guides
Counting by hand?
Analytics per post, no spreadsheet
Every post you publish through the scheduler reports its impressions, likes, comments and saves back to one table — and the hours your posts do best come from your own history, not a benchmark.
Analytics per post
Impressions, likes, comments and saves for every post you publish through it — and the hours your posts do best.
Write once, tailor per platform
One caption; each platform gets its own card with its real limit, a title where one is needed, a first comment where the platform allows it.
Schedule, queue, or repeat
Pick a time, drop it in recurring slots, or recycle a post every few weeks. Best times to post come from your own history.
$5 per connected account / month
Two accounts is ten dollars, eleven is fifty-five. No tiers, no seats, unlimited posts. Cancel from your account page.