How we calculate engagement rate, and the benchmarks we compare it with

Engagement rate is the share of an audience that interacts with a post. It is the most common way to compare how actively an audience responds, across accounts of different sizes. This page gives the formulas BAZ Agency uses, published benchmarks with their sources and measurement periods, and the limits of any comparison.

The formula

Engagement rate (%) = eligible engagements ÷ followers × 100, calculated per post and averaged over the posts published in a stated period (for example the last 30 days).

• Instagram: eligible engagements are likes + comments, divided by followers — the same interactions the Instagram benchmark below counts.
• TikTok: likes + comments + shares, divided by followers, matching the TikTok benchmark below.
• YouTube: likes + comments divided by views, per video, because the YouTube benchmark is views-based.

Followers-based and views-based rates measure different things and must not be compared with each other: a 3% rate on views is not “better” than a 2% rate on followers. Always state the period and the formula with any rate you publish.

Worked example

An Instagram account has 20,000 followers. Over the last 30 days its posts averaged 380 likes and comments each. Its engagement rate is 380 ÷ 20,000 × 100 = 1.90%. The account is in the 10,000–49,999 follower tier, where the published median is 2.15%, so this account is a little below the typical rate for its size.

Measuring it accurately

• Use the counts the platform itself shows, or its own analytics (Instagram Insights, TikTok Analytics, YouTube Studio). Hidden like counts, private accounts and deleted posts make the figure incomplete; say so rather than estimating.
• Use enough posts: one viral post can move a short-period average a long way. Report the median as well as the average if your posts vary a lot.
• If you have bought engagement for some posts — from BAZ Agency or anyone else — remove those posts (or the delivered quantities) before calculating, so the figure reflects your organic audience. Promotional engagement must not be presented to brands as organic interest.

Benchmarks by account size

Engagement rates fall as audiences grow, so compare a profile with accounts of a similar size. The table lists the benchmarks BAZ Agency uses, exactly as published by their sources.

Sources: Socialinsider, 2026 Social Media Benchmarks (About 70M brand posts, Jan 2024 – Dec 2025); SociaVault Labs, Social Media Engagement Rate Benchmarks 2026 (350,000+ creator accounts collected 1 Feb – 15 Mar 2026) . A median is the middle account in the study; an average can be pulled up by a few very high accounts.

Limits of any engagement benchmark

• Benchmarks are averages or medians across many accounts and periods; your niche, language, posting format and audience location all change what is typical.
• Each source counts interactions slightly differently; compare a rate only with a benchmark that uses the same formula.
• A benchmark is a reference point, not a target you must reach. A lower rate can still be healthy for a large or very broad audience.