Engagement rate calculator, and how to quote it in a media kit

Calculate your engagement rate

Enter the totals for one post, or the sums across your last 10 to 20 posts for an average. Nothing you type leaves your browser.

The two formulas

By views

(likes + comments + shares + saves) ÷ views × 100

This measures how many people who saw the content reacted to it. It is the fairer measure wherever an algorithm, not your followers, decides who sees a post: TikTok, Instagram Reels and YouTube Shorts.

By followers

(likes + comments + shares + saves) ÷ followers × 100

The traditional formula, still common for Instagram feed posts and in some brand reports. It rewards accounts whose followers see and react to every post, and it punishes accounts that grow through the For You feed.

What counts as an interaction

Likes, comments, shares and saves. Some brands weight them differently, because a share or a save takes more intent than a like. If your saves or shares are unusually high, mention them separately in your kit: they are the strongest signal that people value your content.

Views, profile visits and follows are not interactions in this formula.

What about Twitch?

Live streams have no likes, so streamers use other ratios. Unique chatters divided by average viewers shows how much of the room talks. Average viewers divided by followers shows how much of your following actually shows up. Both are useful in a Twitch media kit, labelled the same way.

What is a good engagement rate?

There is no universal number. Engagement varies by platform, niche and size, and smaller accounts usually score higher than large ones. Published benchmarks disagree with each other because they measure different things.

Two comparisons hold up: your rate against your own last 90 days, which shows whether your audience is getting more or less involved, and your rate against creators of a similar size in your niche, which is what a brand will do.

Showing it in your media kit

Put engagement rate next to your main reach number, with the platform, formula and period. On Mediakit.ly, add it as a statistic labelled with its platform. It sits with your synced numbers, and you update it whenever you recalculate.

Questions