Engagement rate is the number brands judge you on, and most creators calculate it wrong. This worksheet gives you the right formula for each platform, a per-post calculator, and a benchmark column so you know whether your rate is actually strong.
Choose the right base. Decide whether you're dividing by followers or by reach. Reach gives a fairer rate; followers is the figure brands often expect.
Add up total engagements. Sum likes, comments, shares, and saves for the post. Saves and shares matter more than likes, so always include them.
Run the calculation. Divide total engagements by your base and multiply by 100. Enter the post's numbers and the worksheet shows your rate.
Compare to the benchmark. Check your rate against the platform benchmark column to see whether a post over- or under-performed.
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Use the right base for each platform. Engagement-by-reach is the fairest measure; engagement-by-followers is what many brands still ask for.
| Platform | Engagements counted | Recommended base | Formula | Strong rate |
|---|---|---|---|---|
| Likes + comments + saves + shares | Reach | (Engagements / Reach) x 100 | > 4% | |
| TikTok | Likes + comments + shares | Views | (Engagements / Views) x 100 | > 5% |
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The standard formula is (total engagements / base) x 100, where engagements include likes, comments, saves, and shares. Divide by reach or views for the fairest rate, or by followers if a brand specifically asks for engagement-by-followers.
Reach (or views) is more accurate because it measures engagement against people who actually saw the post, not your whole follower list. Followers-based rate runs lower as your audience grows, so know which one a brand means before quoting it.
It varies by platform and audience size, but roughly: above 4% on Instagram and YouTube and above 5% on TikTok is strong. The most useful benchmark is your own recent average, since that's what reveals over- and under-performers.
