Have you ever wondered how to calculate your Instagram engagement rate? Today’s tip is on how to calculate (and improve) your engagement rate so you can better measure your content’s performance.

Why should you understand your engagement rate?

Your engagement rate is the primary indicator of how positively your audience is responding to your content. If your content is encouraging your followers to like, share, save and comment, then you will have a good engagement rate (and therefore a better return on your investment in Instagram).

Understanding engagement rates can also be helpful for benchmarking your content and profile’s performance against similar Instagram profiles in your industry/niche.

Knowledge of engagement rates (and how to calculate them) is important if you are considering working with an Instagram influencer or taking part in a collaboration with other Instagram profiles. Knowing someone’s engagement rate will help you assess the value in the collaboration.

Once you have an understanding of your engagement rate and what content performs well, you can be more strategic in your content creation and make better use of your time on Instagram.

What is the average Instagram engagement rate?

The average engagement rate will vary across different industry/niches. In 2020, the following rates can be used as a guideline:

  • Less than 1% = poor engagement rate
  • Between 1% – 3% = low/average engagement rate
  • Between 3% – 6% = average/good/high engagement rate
  • Above 6% = very high engagement rate

How to calculate your Instagram engagement rate

There are several methods to calculate your Instagram engagement rate, however, the formula below is used by many social media managers and analysts.

Divide a post’s total number of likes and comments by your follower count, and then multiply by 100 to give you a percentage figure (that is your engagement rate). See the formula below:

calculating insta engagement rate
For example, to find the engagement rate on a post from my annemaree.c Instagram account I used the formula above:





If you’d like more tips on how to grow your social following, I regularly post tips on my @chookapeck Insta account and would love to connect with you there.