Free tool
Engagement rate calculator
The number brands check before anything else. Enter your followers and the likes and comments from your last 10 posts — no signup, nothing stored.
Your last 10 posts is the standard
Your engagement rate
—
Formula: (likes + comments) ÷ posts ÷ followers × 100. Instagram benchmarks: 3–6% good, 6%+ excellent. TikTok runs higher.
Put this number on your media kit — it's the first thing brands check. Build a free kit.
How to get the numbers
- Open your profile and note your follower count.
- Open your last 10 posts one by one. Add up the likes; add up the comments. (On Instagram, tap "View insights" for exact figures; likes shown publicly are fine too.)
- Enter them above. Skip pinned or viral outliers if they'd distort the average — brands do.
Benchmarks by follower range
| Followers | Instagram — good | Instagram — excellent | TikTok — good |
|---|---|---|---|
| 1K–10K | 5%+ | 8%+ | 8%+ |
| 10K–50K | 3–6% | 6%+ | 5–10% |
| 50K–100K | 2–4% | 4%+ | 4–8% |
| 100K+ | 1–3% | 3%+ | 3–6% |
Typical ranges; every niche differs. Use them to know which end of your rate band to quote — see micro-influencer rates.
Frequently asked
How is engagement rate calculated?
The standard formula brands use: add up likes and comments across your last 10 posts, divide by 10 to get the average per post, then divide by your follower count and multiply by 100. Some tools include saves and shares; most brands don't, so quote the conservative number.
What is a good engagement rate on Instagram?
For micro-influencers (10K–100K), 3–6% is good and above 6% is excellent. Rates naturally fall as accounts grow: 1–3% is normal above 100K followers.
What is a good engagement rate on TikTok?
TikTok runs higher because the algorithm shows videos beyond your followers. 5–10% is common for small creators; anything above 10% is strong.
Why do brands care more about engagement than followers?
Followers can be bought or dormant; engagement can't be faked cheaply. It's the best single predictor of whether a sponsored post will actually be seen and acted on.
Should I include this on my media kit?
Yes — engagement rate is the first number a brand manager looks for. Kitvine kits have a dedicated field for it.
Keep reading
What is a micro-influencer?
Follower ranges, why brands prefer them, and how the tier compares.
Micro-influencer media kit
The seven things brands look for, with a free template.
How much do micro-influencers charge?
Rate benchmarks by platform and format, plus a calculator.
Gifted vs paid collaborations
When free product is fair, when to ask for a fee, and what to reply.
Influencer rate calculator
A starting price for your next paid collaboration.
How to find micro-influencers
For brands: five ways to find creators, and what to check before you DM.