Engagement rate calculator
Work out engagement by reach and by followers, see which one to report, and compare a post against your own average.
Reach is people, impressions are views. Use whichever your analytics gives you and stay consistent.
Which engagement rate to use
Engagement by reach tells you whether the content worked for the people who saw it. Engagement by followers tells you how your audience responds on average, which is the number most benchmarks and brand briefs quote. They answer different questions, so publish both and label which is which.
Weight the actions that mean something. Instagram's own leadership has said sends per reach, watch time and likes per reach are what the ranking looks at, and a save or a share is a much stronger signal of value than a like. Track the trend against your own last ten posts rather than someone else's benchmark: audience size, niche and format move the numbers more than quality does.
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