Engagement Rate
Engagement rate is the share of an audience that interacts with a post — likes and comments divided by followers (or reach), as a percentage.
Formula
Engagement rate = ((Likes + Comments) ÷ Followers) × 100
Engagement rate is the metric brands use to value a creator, because it measures how much an audience actually cares — not just how large it is. A 10,000-follower account averaging 400 likes and 100 comments has a 5% engagement rate.
As a rough guide, 1–3% is typical, 3–6% is strong, and above 6% is excellent. Smaller accounts usually post higher rates than mega-accounts, which is why micro-influencers often out-convert celebrities per follower.