5 min to read

How to calculate engagement rate on Instagram

A step-by-step guide for calculating engagement rate on Instagram.

April 30, 2024
Justine Castany

We recommend reading What is a good engagement rate on Instagram? before you read this article.

Engagement rate is a metric used by influencers, creators and businesses to gauge how effective a creator is at engaging their audiences. It helps compare creators beyond size of their following or subscribers. Before calculating your engagement rate, let us learn a few basics about it.

What is engagement rate?

Engagement rate is a metric used to measure the level of interaction that a piece of content receives from its audience, typically on social media platforms. It's calculated by dividing the total number of engagements (such as likes, comments, shares, clicks, etc.) on a piece of content by the total number of impressions or reach that content has received, then multiplying by 100 to get a percentage.

Engagement rate is an important indicator of how well your content is resonating with your audience. A higher engagement rate often indicates that your content is compelling and relevant to your audience, leading to increased visibility and reach on social media platforms. It's commonly used by marketers and social media managers to evaluate the effectiveness of their content strategies and to gauge audience interest and satisfaction.

Why measure engagement rate?

Measuring engagement rate is important for several reasons:

  1. Audience Feedback: Engagement rate provides direct feedback from your audience. It shows you how they are reacting to your content, whether they find it interesting, informative, entertaining, or engaging in some other way.
  2. Content Performance: By tracking engagement rate, you can evaluate the performance of different types of content, such as images, videos, articles, etc. This helps you understand what resonates best with your audience and tailor your content strategy accordingly.
  3. Audience Insights: Analyzing engagement metrics can provide valuable insights into your audience demographics, preferences, and behaviors. This information can inform future content creation and marketing strategies.
  4. Brand Awareness and Loyalty: High engagement rates often correlate with increased brand awareness and loyalty. When your audience actively engages with your content, they are more likely to remember your brand and develop a positive perception of it.
  5. Algorithmic Impact: On social media platforms, algorithms often prioritize content with higher engagement rates, showing it to more users. Therefore, a higher engagement rate can lead to increased visibility and reach for your content.
  6. ROI Measurement: For businesses and marketers, engagement rate is a key metric for evaluating the return on investment (ROI) of their social media efforts. It helps them assess the effectiveness of their campaigns and justify their social media marketing budgets.

Overall, measuring engagement rate provides valuable insights into the effectiveness of your content and helps you optimize your social media strategy to better connect with your audience and achieve your goals.

How to calculate engagement rate on Instagram?

There is some good news. You don't have to calculate your engagement rate manually! AI powered tools like Favikon can help you calculate your engagement rate super quickly:

Here is how you do it:

Step 1:

Navigate to Favikon App

Step 2:

Go to Advanced Discovery

Step 3:

Search for the influencer / creator or the account you are looking for on the top right "search for a creator" search bar.

Step 4:

Scroll down & click on Social Coverage tab on Profile Page. Here you will find the engagement rate of the account on different Social Media platforms.

Hope this guide was useful in helping you calculate engagement rate on Instagram!

Also See: What is a good engagement rate on Instagram?

About the author

Justine Castany

Justine Castany, a student at ESSEC Business School and currently working at Favikon, shines with her love for marketing and dedication to communications. As a dynamic young professional, she serves as Marketing Manager at Favikon, where she brings her expertise to craft and execute cutting-edge strategies. With her creativity and keen eye for trends, Justine stands out in communicating brand messages effectively and making waves on social media.