Engagement rate expresses how many interactions a post or account gets compared with its audience. Interactions usually include likes, comments, shares and saves.
How it is calculated
There is no single standard formula. The two most common versions are:
- By reach or views: interactions ÷ people reached (or views) × 100.
- By followers: interactions ÷ followers × 100.
The reach-based version says more about a single post; the follower-based version is easier to compare between accounts. Whichever you use, use the same one every time.
Using it well
Compare an account with its own history rather than with other accounts, and look at trends over several weeks instead of single posts.