Instagram engagement rate calculator
Your followers and the average on your posts, worked out as one percentage. Free, no email.
Per Instagram post, against 12,500 followers.
The sum used: (likes + comments + shares and saves) ÷ followers × 100 = 1,325 ÷ 12,500 × 100 = 10.6%.
A strong rate is a reason to charge at the top of your band. Find your band→
How to read your Instagram rate
On Instagram the usual rate is engagement divided by followers. It tells you how responsive your own audience is, which is what a brand checking your account is looking at.
Saves and shares
A like is cheap. A save or a share usually means someone found the post worth keeping or passing on, so include them when your insights show them.
Reels against feed posts
Reels can travel past your followers, which can drag a follower-based rate down. Calculate Reels and feed posts separately if they behave differently.
Account size
Smaller accounts often post a higher percentage. Judge your rate against accounts of a similar size, not the biggest names in your niche.
A fair sample
Average your last 10 to 20 posts. One standout post, or one sponsored post that fell flat, shouldn't set your number.
A reference point
A rough marker from published benchmarks, cited in our engagement rate formula guide. Rates usually fall as an account grows, so compare like with like.
The full formula, with worked examples, is in the engagement rate formula guide.
- 4% to 8%Typical for creators under 10,000 followers, on the follower-based formula this calculator uses.
From a good rate to a brand deal
Engagement gets you noticed. These four guides cover what to do with it.
The formula, workedBy followers, by views and by reach, with examples.Read the guide →
More viewsWhat actually moves views, and what's a myth.Read the guide →
Put it in your media kitWhere your rate goes, and how to show it honestly.Read the guide →
Posts that get dealsThe content brands look at before they reach out.Read the guide →
When a brand does reach out
The Creator Workspace keeps the deal in one place: the brief, the agreement, the drafts and their sign-off, then the invoice and the follow-ups. No fee on what your clients pay you.
Transform any briefA PDF, an email or a screenshot. Fee, dates and usage pulled out for you to check. Both signUsage and revision rounds agreed before you film. Approved, then invoicedThe invoice goes out from you, and a reminder is drafted if they're late.
Instagram engagement rate questions
Add the likes, comments, shares and saves on a post and divide by your follower count, then multiply by 100. To get a rate for the whole account, use the average of each across your last 10 to 20 posts.
In the insights for each post, if you have a professional account. If you can't see them, leave those boxes blank and the rate will cover likes and comments only.
This calculator uses followers, which is what most brands check first. Reach gives a more honest read on a single Reel or collab, because it only counts people who actually saw the post. Our engagement rate guide covers when to use each.
There is no single pass mark. As a rough marker, creators under 10,000 followers often sit around 4% to 8% on the follower-based formula. Rates usually fall as an account grows, so compare like with like.
Yes, as supporting evidence. Your follower count sets the band, and a steady rate across recent posts is a fair reason to quote near the top of it. Bring the average, and the creator rate calculator to see the band itself.
More free tools
Creator rate calculatorWhat to charge for a video, a post or ads, plus a reply to paste back to the brand.Open the tool →
TikTok money calculatorYour followers in, what brands typically pay for a sponsored TikTok out.Open the tool →
Instagram money calculatorThe same for sponsored Instagram posts and Reels.Open the tool →
Engagement rate calculatorYour rate on Instagram, TikTok or YouTube, and how your views compare with your followers.Open the tool →
More on Instagram and rates
- Master the Engagement Rate Formula: TikTok, IG, Xiaohongshu
How to Get Brand Deals on Instagram: A 5-Step SystemA five-step system for winning Instagram brand deals: a profile that pitches itself, proof content in the brand's format, a short warm list and a pitch with a real number in it.
10 Instagram Marketing for Small Business Strategies in 2026Ten operator-level Instagram tactics for Singapore small businesses: hooks that earn the first second, using Reels for cold reach and Stories for warm nurture, boosting what already worked instead of building ads from scratch, working with UGC creators, and the weekly review that kills losers early.