What Is Instagram Engagement Rate and How to Calculate It

Anna Komok

Anna is the Head of Marketing and PR at HypeAuditor, the most accurate and in-depth Instagram and YouTube analytics tool on the market. She is passionate about influencer marketing and Instagram analytics.

What Is Instagram Engagement Rate?

Engagement Rate (ER) on Instagram is a popular social media metric that has evolved into an industry standard. Engagement Rate is widely used in influencer marketing and helps to measure the effectiveness of your actions so you can better understand how frequently your audience engages with your content. Instagram interaction rate shows how good the quality of your Instagram posts is.

How to Find Your Engagement Rate on Instagram

In plain language, Instagram Engagement Rate is your likes and comments divided by the follower count. Although it might sound simple, in reality, to measure your Engagement Rate, you need to make a thorough analysis, post by post. And believe us, nobody got time for that.

Truth be told, there are a thousand and one services that can make it for you. But with HypeAuditor, you will also be able to understand the authentic engagement of any Instagram account, i.e., how many of those likes and comments were generated by real people, not by suspicious accounts. And it will give you numbers before you even can say Blueberry pie. And that’s not even half of the story.

How to Calculate Instagram Engagement Rate? Instagram Engagement Rate Formula

There are three formulas typically used for calculating Engagement Rate by Reach:

ERR = Total Reactions/Reach * 100%

Average ERR = Total ERR/Count of Posts * 100%

or you can go with

Average ERR = Total Reactions/Unique Reach

What Is My Instagram Engagement Rate?

As you can see, there are many different ways to calculate the amount of interaction your social media content earns. However, there’s no need to do all this manual work. You can quickly check the Instagram Engagement Rate of any account with HypeAuditor’s free tools and discover how actively the audience engages with this account’s content.

Enter the Instagram account you want to analyze in our Free Engagement Calculator and get the results in a blink of an eye. You’ll see the rate with a comment meaning how high or low this rate is compared to the rates of other similar accounts.

HypeAuditor's Instagram Engagement Rate Calculator
HypeAuditor’s Free Instagram Engagement Rate Calculator

The calculator also shows the follower count and the average number of likes and comments, factors that have an impact on the Engagement Rate on Instagram.

Instagram Engagement Rate Benchmark 

In January 2019, HypeAuditor ran a benchmark, studying the engagement rate of almost 4,2 million accounts of influencers. All accounts were divided into five groups, based on the number of followers. 

The study showed that ER depends on follower count. The more followers an influencer has, the lower their ER is. Influencers with less than 5K followers have the most active audience.

Instagram Engagement Rate Benchmark 
Instagram Engagement Rate Benchmark

Instagram Engagement Rate in 2018 vs 2019

If we compare Instagram Engagement Rate in 2018 and 2019, we’ll see that it has grown.

For all groups of influencers, ER has increased by 22-25%, except for influencers who have between 5K and 20K followers; their ER increased only by 6%.

Instagram Engagement Rate in 2018 vs 2019
Instagram Engagement Rate in 2018 vs 2019

2.84% Is the Average Instagram Engagement Rate

The average Engagement Rate on Instagram is 2.84%, but this number cannot give you a complete picture because ER depends on follower count as well.

If you have 4K followers and ER 3%, your engagement rate is very low, a typical influencer with the same number of followers has ER of around 5.6%.

When checking your own ER, you should make an apples-to-apples comparison, looking at influencers with a similar number of followers.

What Is a Good Engagement Rate on Instagram?

Once you calculate the engagement rate of your account, you can analyze it and compare it with the rate of other bloggers with the same audience size.

For example, below is a guideline for an influencer with 10K followers:

Less than 2% is a low engagement rate.
The good Instagram engagement rate is between 2% and 3%.
ER above 3% is a high engagement rate on Instagram.

If you want to analyze an Instagram account in greater detail, it’s worth looking at other important metrics as well. In HypeAuditor, you can get access to in-depth Instagram Analytics and valuable insights into influencers’ performance, including engagement rate, audience demographics, and comment authenticity.

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