Free tool
Post engagement calculator.
Two engagement rates, because the two answer different questions: one measures your audience, the other measures the post. Useful for judging a creator before you pay them, or your own organic content before you put spend behind it.
The post
Benchmark bands by follower tier
| Tier | Below typical | Above typical |
|---|---|---|
| Nano — under 10k followers | under 2.0% | over 6.0% |
| Micro — 10k to 100k | under 1.5% | over 4.0% |
| Mid-tier — 100k to 500k | under 1.2% | over 3.0% |
| Macro — 500k to 1M | under 1.0% | over 2.5% |
| Mega — 1M and up | under 0.8% | over 2.0% |
These bands are rules of thumb in wide circulation across the industry — they are not measured from a dataset, and we are not presenting them as one. Treat them as a rough orientation, and compare against your own past posts wherever you can.
The math
Above typical for Nano — under 10k followers (band 2.0%–6.0%)
Around typical (band 3.0%–8.0%)
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How this is calculated
- Total engagements
- likes + comments + shares + saves
- Engagement rate by follower
- total engagements ÷ followers × 100
- The figure agencies quote. It measures the audience, and it breaks on anything that travels beyond it — a post pushed to a million non-followers can read as a 40% engagement rate.
- Engagement rate by reach
- total engagements ÷ reach × 100
- Measures the post rather than the account, so it is the fairer read on short-form video where distribution is algorithmic. Use this one when you have reach data.
- Shares + saves share of total
- (shares + saves) ÷ total engagements × 100
- A composition figure, not a benchmark. Shares and saves cost the viewer more than a like, so a post weighted toward them is usually the one worth rebuilding as an ad.
On the bands: engagement norms differ by platform, format, niche and country, and every published figure disagrees with the next. The bands here are conventional rules of thumb for orientation — nothing on this page is measured from a live dataset.
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