Engagement rate calculator

Enter the interactions on a post and the account behind it. You get engagement rate by followers, which is how Instagram creators are judged, and by views, which is how TikTok, Reels, and Shorts are judged.

Calculate engagement rate

Count whichever of the two the platform reports.

For video. Leave at zero on a photo post.

Engagement rate by followers
5.13%

Interactions against audience size — the Instagram basis.

Engagement rate by views
1.68%

Interactions against views — the TikTok and Reels basis.

Total engagements
2,156

Likes, comments, shares, and saves added up.

Views per follower
3.05x

Above 1 means the post travelled past the account.

What is engagement rate and how is it calculated?

An Instagram engagement rate calculator divides total interactions on a post by the follower count. 2,156 interactions on a 42,000-follower account is a 5.13% engagement rate, which is high for that size.

A TikTok engagement rate calculator uses views instead: interactions ÷ views × 100. Short video is distributed to people who do not follow the account, so a follower-based rate on a video that reached ten times the audience says almost nothing. Both are shown above so a creator can be compared on the basis their platform actually uses.

Averages move with account size. Accounts under 10,000 followers routinely see rates several times higher than accounts over a million, so compare a creator against others at the same scale rather than against a single benchmark number.

Engagement rate = (likes + comments + shares) ÷ followers × 100ENGAGEMENT RATE BY FOLLOWERS5.13%FollowersENGAGEMENT RATE BY VIEWS1.68%Views

How to calculate engagement rate

Built for the person deciding what a creator is worth, not just the creator.

  1. 01

    Enter one post's engagement data

    Interactions and views from a single post, and the follower count at the time. Averaging across a profile hides the outlier that inflates it.

  2. 02

    Choose followers or views

    Followers for Instagram and X, views for TikTok, Reels, and Shorts. Quoting the wrong one is the most common mistake in an influencer pitch deck.

  3. 03

    Calculate an average across posts

    Run the creator's last five to ten posts. A single viral post is not a rate, and the spread tells you more than the average.

  4. 04

    Use engagement rate to set pricing

    Engagement rate plus median views is what a sponsorship rate should be built on — followers alone are the easiest number on the page to buy.

Why use an engagement rate calculator?

One calculation, read from both sides of an influencer deal.

  • Creator engagement checks

    Check a rate card against the engagement the account actually produces before agreeing to a fee.

  • Influencer shortlist comparison

    Rank a list of candidates on engagement rather than follower count, which is the number bots inflate.

  • Campaign engagement reporting

    Report what sponsored posts earned in interactions against what the creator's organic posts do.

  • Audience pricing benchmarks

    Creators use the same two rates to justify a fee to a brand that only looks at follower counts.

How to automate engagement reporting

Calculating one creator is a minute. Keeping a shortlist current and drafting the outreach is the workflow below.

Creator research to partnership draft
How to automate engagement reportingENGAGEMENT RATE BY FOLLOWERS1CREATOR RESEARCH TO PARTNERSHIP…TOP 5

Get better results with connectors

Okou can refresh follower counts and recent-post engagement for every creator on your shortlist and write the outreach draft for the ones worth contacting.

Useful connectors

  • X (Twitter)
  • Google Sheets
  • Gmail
  • Notion

Creator research to partnership draft

Connect the apps that contain the latest source material. Reuse the steps as a workflow. Add an automation only when the workflow should start from a trigger or schedule.

View workflow exampleBrowse workflow examples

Engagement rate calculator FAQs

How do I calculate engagement rate?

Add likes, comments, shares, and saves, divide by followers, and multiply by 100. For short video, divide by views instead of followers.

How is Instagram engagement rate calculated?

By followers: interactions on the post divided by the account's follower count. Instagram's own insights also report reach, and dividing by reach gives a higher figure — say which basis you used whenever you quote a number.

How is TikTok engagement rate calculated?

By views: likes plus comments plus shares, divided by video views. TikTok distributes to non-followers, so a follower-based rate on a video that reached far past the audience overstates performance.

What is a good engagement rate?

It falls as accounts grow. Small accounts often clear 5% by followers while large accounts sit near 1%; on TikTok, 4-5% by views is a common working benchmark. Compare within a size band, not against one global number.

Should I count saves and shares?

Yes, where the platform reports them. Saves and shares are the strongest signal of intent in the set, and leaving them out understates the posts that actually drive a purchase.

Okou also has the CPM calculator and the ROAS calculator.

Track creator engagement rates automatically

Okou can refresh follower counts and recent-post engagement for every creator on your shortlist and write the outreach draft for the ones worth contacting.

Automate the research