How do you calculate an influencer’s engagement rate?

Add up the likes, comments, shares and saves of several recent posts, average them per post, then divide by the number of followers and multiply by 100. On TikTok and YouTube, you often divide by views instead.

Why does engagement rate matter more than follower count?

A creator with fewer followers but a responsive community often reaches their audience better. A very low rate can also signal inactive or bought followers.

Free tools / Choosing creators

Engagement rate calculator

Enter a YouTube or Instagram professional account to analyse it automatically, or type in the numbers. Then compare several creators side by side.

InstagramYouTubeTikTok

UGC content creator filming a fashion Reel

Engagement rate3,8 %

VerdictVery good

1The account to analyse

Handle or profile link

Instagram: professional accounts (creator or business) only. TikTok: manual entry below.

2The numbers average of the last 6 to 12 posts · pre-filled example

Followers

Average views

Average likes

Average comments

Average shares (optional)

Saves (optional)

Calculation basis

3Compare creators

The formula

Engagement rate = (likes + comments + shares + saves) ÷ followers × 100

On TikTok, YouTube and Reels, reach depends little on follower count, so the per-view calculation is often more accurate. The benchmarks shown are indicative, and the rate naturally drops as an audience grows, so compare creators of similar size. See also how to choose an influencer and how to choose a UGC creator.

Frequently asked questions

Why can’t my Instagram account be found?

Instagram only shares stats for professional accounts (creator or business). For a personal account, enter the numbers manually.

Is a very high rate always a good sign?

Not necessarily. An abnormally high rate on a single post, or identical comments, can signal engagement pods. Look at consistency across several posts.