Instagram engagement rate calculator
Look up an Instagram Business or Creator account and get its engagement rate from its recent posts, read live, with the sum written out. For a personal account, type the numbers.
Instagram Business and Creator accounts. We read their recent posts live and work out the rate from their likes and comments.
How the rate is worked out
(likes + comments) ÷ followers × 100
- Take the last 10 to 12 posts. Use the same posts for every number. One viral Reel or one quiet carousel is not the account.
- Average the likes and comments. Add them up and divide by the number of posts.
- Divide by followers, then multiply by 100. That is the Instagram convention: the share of the audience that acted on a typical post.
- Check the rate by views for Reels. Add the average plays and you also get the rate by views, which is the fairer read for video.
What moves an Instagram rate
- Account size. A post reaches a smaller share of a bigger audience, so the rate falls as followers grow. Compare creators of a similar size.
- The mix of formats. Reels travel beyond followers; photos and carousels mostly do not. Two creators with the same audience can post different rates because one posts more Reels.
- Hidden likes. Instagram lets creators hide like counts. The more recent posts hide them, the less any rate tells you.
- Activity that is not interest. Engagement groups and bought likes raise a rate without raising interest in what the creator posts.
What it does not tell you
An engagement rate says an audience is active. It does not say how many people a post reaches. That is the median views of recent posts, what we call Real Reach, and on Instagram it can be a small fraction of the follower count. Nor does it say what a post is worth to your store: the influencer ROI calculator works that out from your conversion rate and order value. For measured medians by account size, see what is a good engagement rate.
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Frequently asked questions
How do you calculate engagement rate on Instagram?
Take a creator’s last 10 to 12 posts, add up the likes and comments, and divide by the number of posts to get the average per post. Divide that by their followers and multiply by 100. A creator with 20,000 followers averaging 560 likes and 40 comments has an engagement rate of 3%.
Which Instagram accounts can the calculator look up?
Creators with an Instagram Business or Creator account. We read their recent posts live when you look them up. Instagram does not open personal accounts to anyone, and we do not read brand accounts, so for those, type the averages yourself. The same goes for busy moments when Instagram limits how much we can read.
Should I count Reels and feed posts together?
Only if you do the same for every creator you compare. Reels are shown to people who do not follow the account, so a Reel can collect more likes per follower than a photo. A set that is mostly Reels will read higher than one that is mostly photos, even for the same audience.
What happens when a creator hides their like counts?
A post with hidden likes has no like count to read. Counting it as zero drags the rate far too low; leaving it out keeps only the posts the creator chose to show. If most of a creator’s recent posts hide likes, treat any engagement rate for them as rough.
What is a good engagement rate on Instagram?
It falls as accounts grow, so one target such as 3% misleads. Our guide to what a good engagement rate is has measured Instagram medians for each follower tier from the Real Reach Report.
Is it free, and is anything stored?
It is free with no account and no email. A handle you look up goes to our server to be read, and because a handle is public information it may be added to our creator catalogue. Numbers you type yourself never leave your browser.