01
Three formulas, three answers
Engagement rate is interactions divided by an audience, but which audience? By followers (the most common, and the one brands ask for) divides the average interactions per post by your follower count. By reach divides by the accounts that actually saw the posts. By views divides by video views or impressions.
With the example numbers above, 2,070 interactions over 10 posts is 207 per post. Against 10,000 followers that's 2.07%, and against 45,000 total reach it's 4.6%. Same posts, two very different numbers, which is why a rate without its formula is hard to judge.
02
Which one should you use?
Use the follower rate to compare yourself with other accounts and for media kits, it only needs public numbers. Use the reach rate to judge content: it asks how many of the people who saw the post reacted, so it isn't dragged down by followers who never saw it. On TikTok and YouTube, where much of the audience doesn't follow you, the views rate is often the fairest.
03
Why there's no "good engagement rate" here
Published benchmarks use different formulas, different interactions (some leave out saves or shares) and different samples, and they change every year. Putting one next to your number would suggest a comparison that doesn't hold. The useful benchmark is your own: calculate the same rate every month, with the same formula and the same number of posts, and watch the trend.
Sources and methodology
Numbers checked on October 17, 2026.
Interactions = likes + comments + shares + saves. Follower rate = (interactions ÷ posts) ÷ followers × 100; reach rate = interactions ÷ total reach × 100; views rate = interactions ÷ total views × 100. A rate is shown only when its denominator is filled in. Everything runs in your browser.
