Why the formula matters more than the number
The same post gives very different rates depending on what you divide by:
| Divide by | What it measures | Same post |
|---|---|---|
| Reach | Share of people who saw it and interacted | 528 ÷ 9,600 = 5.50% |
| Impressions | Interactions per view, repeat views included | 528 ÷ 14,200 = 3.72% |
| Followers | Interactions per follower, per post | depends on follower count |
Hootsuite's guide lists engagement rate by reach as the most common formula, by impressions as suited to paid content, and by followers (per post) as a steady baseline for comparing posts. None is wrong. A rate is only comparable with another rate worked out the same way, on the same platform.
How to use it
- Pick what to divide by: reach, followers, impressions or views.
- Enter the interactions you want to count. Leave a box empty to leave it out; an empty box counts as zero.
- Enter the audience figure and, if you are averaging several posts, how many posts.
The formulas
By reach, impressions or views (totals across the same posts):
Engagement rate = interactions ÷ reach × 100
By followers, averaged per post:
Engagement rate = (interactions ÷ posts) ÷ followers × 100
For several posts by reach or impressions, add up the interactions and add up the reach for the same posts, then divide. That weights each post by its audience. Averaging the separate per-post rates instead gives small posts as much say as big ones, and a different answer.
Worked examples
One post by reach. 412 likes, 38 comments, 21 shares and 57 saves is 528 interactions. Reach was 9,600. 528 ÷ 9,600 × 100 = 5.50%.
Same post by impressions. Shown 14,200 times: 528 ÷ 14,200 × 100 = 3.72%.
Three posts by followers. 260 likes, 30 comments and 10 shares across three posts is 300 interactions, 100 per post. With 10,000 followers: 100 ÷ 10,000 × 100 = 1.00% per post.
What to count as an interaction
Platforms differ in what they report. Likes or reactions and comments are almost always available; shares, sends, saves, link clicks and profile visits depend on the platform and on whether you have business analytics. Decide on a set, write it down, and keep it the same each month. A rate that includes saves will be higher than one that doesn't, without the content getting any better.
This page shows no "good" engagement rate. Published averages vary by source, platform, account size, industry and year, and depend on which formula they used. Compare against your own past posts instead.
How this calculator handles your numbers
Counts must be whole numbers; shortcuts like 1.2k work. The rate is worked as an exact fraction and rounded to two decimals, half away from zero; interactions per post show one decimal. The audience figure must be above zero, and at least one type of interaction is needed. A rate above 100% is possible, for example when the same people both like and comment, so it is shown with a note.