Engagement rate calculator

What a good engagement rate is

A good engagement rate depends on the formula behind it. On a LinkedIn company page, the 2026 benchmark from Socialinsider is 5.20 percent, counted as reactions, comments and reposts divided by impressions. On Instagram, Rival IQ found a median of 0.30 percent per post by followers, on TikTok 2.01 percent. Those numbers cannot be compared with each other, because they divide by different things.

The calculator works out all three: by followers, by reach and by impressions. One LinkedIn post with 225 interactions and 5,200 impressions scores 4.33 percent by impressions, just under the benchmark. The same post on a page with 4,800 followers is 4.69 percent by followers, and 7.26 percent by a reach of 3,100. Pick the platform, fill in your numbers, and each rate stands next to the benchmark that uses the same formula.

Engagement rate on a LinkedIn company page

For a business selling to other businesses, LinkedIn is usually where engagement matters most, and it is also where the numbers are easiest to read. Each post on a company page shows impressions, reactions, comments and reposts in its analytics. Divide the interactions by the impressions and you are calculating the way the benchmark does.

Documents scored highest in that study. They keep a reader swiping, and every swipe is a sign of attention the feed rewards. Setting up a page well is covered in our post on the LinkedIn company page, and how the feed decides who sees a post in the LinkedIn algorithm in 2026. How often to post is a separate question from engagement; a steady rhythm you keep up beats bursts.

Three formulas and when to use each

By followers is what most benchmarks use. It works on public numbers, so you can measure a competitor too, but it punishes large accounts: a post reaches only part of a big following, so smaller accounts often score higher per follower.

By reach shows how good the post was for the people who saw it. Reach is only in your own analytics. It always comes out higher than the rate by followers, because reach is usually smaller than the follower count.

By impressions counts every time the post was shown, including twice to the same person. It is the fairest measure for video and the one LinkedIn invites.

Instagram and TikTok

On Instagram, take likes, comments, shares and saves from Insights. Socialinsider counts only likes and comments on Instagram, so leave shares and saves empty to compare with their figure. On TikTok, views travel far beyond your followers, which is why the rate by followers easily passes 2 percent; measure by views as well. What Instagram rewards this year is in the Instagram algorithm in 2026.

Raising your engagement

A low rate rarely means the channel does not work. More often the first second loses the viewer, or the post asks nothing of them. Compare your own posts: which kind scores highest, and what do those posts share? Repeat that and measure per post rather than per month.

• The first frame and the first lineThat is where someone decides to stay. A face, an outcome or a question beats a logo.
• A reason to respondA concrete question, a choice between two, or something worth saving.
• RepliesAnswer comments in the first hour; a conversation under a post counts for a lot.
• A rhythm you can keepSteady weeks beat a burst followed by silence.

Engagement is not revenue. A post with many likes that sends nobody to your site sells nothing, so measure what happens after the post too: visits, enquiries, sales. When you advertise, the ROAS calculator tells you whether a campaign pays.