Engagement rate tells you what share of the people who saw your content did something with it: liked it, commented, shared it or saved it. A video with 10,000 views and 480 interactions has an engagement rate of 4.8%. That means about 5 out of every 100 viewers reacted.
Use the calculator in three steps. Pick the platform, choose what to compare the reactions with, then type the numbers from your analytics. You can type 12,500 or 12.5k. The result, a plain explanation and the full formula appear next to the form.
Where the engagement comes from
How it was calculated
Which option should I choose?
| Compare with | What the result means | Use it for |
|---|---|---|
| Views | how many viewers reacted | YouTube videos, Shorts, TikTok videos and Reels |
| Followers | how much of your audience reacted | comparing posts on the same account over time |
| Reach (Instagram) | how many accounts that saw the post reacted | Instagram posts, using Insights |
Pick one option and keep it. A rate by views and a rate by followers for the same post can be very different, and both are correct. They answer different questions.
A worked example
A Reel has 20,000 views, 900 likes, 60 comments, 40 shares and 100 saves. That is 1,100 interactions. 1,100 divided by 20,000, times 100, gives an engagement rate of 5.5% by views. The same Reel on an account with 8,000 followers has a rate of 13.75% by followers, because many viewers did not follow the account.
Where to find the numbers
- YouTube: YouTube Studio, Analytics, then the Engagement tab or the video’s own analytics for views, likes, comments and shares.
- Instagram: open the post and tap View insights for likes, comments, shares, saves and accounts reached.
- TikTok: open the video and select the analytics view for views, likes, comments, shares and favorites.
How to use the result
- Compare posts with the same option and a similar audience size. Small accounts often show higher rates because fewer people saw the post.
- Look at likes and comments separately in the breakdown. Many likes with few comments often means people agreed but had nothing to add.
- Track the rate for your last 10 posts. One viral post can lift an average that hides a slower trend.
For what likes can and cannot tell you, read what Instagram likes tell you and YouTube subscribers vs likes. If a new video needs early interaction, see our YouTube likes and custom YouTube comments.
Common questions
How do you calculate engagement rate?
Add likes, comments, shares and saves, divide the total by views, followers or reach, and multiply by 100.
Should I use views or followers?
Use views for videos, because many viewers do not follow you. Use followers when you compare posts on the same account over time.
Why is my rate higher than 100%?
When you compare with followers and a post reaches many people who do not follow you, interactions can be higher than your follower count. Switch to views or reach.
Do views count as engagement?
No. Views are the number you divide by. Engagement counts actions people take, such as likes, comments, shares and saves.