Engagement Rate Calculator

A good engagement rate depends on the size of the account. On Instagram, creators under 10,000 followers average 6.23 percent and the largest accounts sit under 1 percent. On TikTok the same small tier averages 10.3 percent. These benchmarks measure against follower count, which is the figure most rate cards quote.

The short answer: place a creator against others their own size using the table below, then run the same posts against views. Two creators can show an identical rate and be completely different buys.

Key Takeaways

• A good rate depends on account size. Instagram creators under 10,000 followers average 6.23 percent, the largest accounts under 1 percent, so a creator is only comparable to others their own size.
• Two creators can post identical rates and be completely different buys: the same 4 percent comes from 40,000 views or from 8,000, depending on how far the post travelled.
• That is why the view rate matters. It answers one question, which is how many of the people who saw the post reacted to it.
• Ask for the last ten to twelve posts, with views, likes, comments, saves and shares. Instagram names resharing as the first thing it predicts when ranking a reel.
• Only the platforms can see who actually watched, and they show it to the creator alone. Audience location comes from the creator's own analytics or not at all.

What Is a Good Engagement Rate?

It depends entirely on which number sits under the line. Measured against follower count, a good rate falls sharply as an account grows: 6.23 percent for an Instagram creator under 10,000 followers, under 1 percent for accounts in the millions. Measured against the people who actually saw the post, it barely moves at all, sitting near 4 percent at almost every size on both platforms.

Those two tables describe the same creators. The gap between them is the whole argument for checking both: what collapses as an account grows is not how well the content lands, it is how much of the following still sees it. A rate that falls from 6 percent to 1 percent while the view-based rate holds near 4 is measuring an audience drifting away, not a creator getting worse.

Follower figures from eMarketer, with the TikTok tiers from the Influencer Marketing Hub 2024 benchmark. View figures from Buffer for Instagram, measured against impressions across 27 million posts, and Socialinsider for TikTok, measured against views across 2 million videos. All are global rather than Australian, because no publisher measures Australian creators separately at this level.

Why the Same Rate Means Different Things

A rate measured against followers cannot say how far a post travelled. Take a creator with 20,000 followers and 800 likes and comments on a typical post. That is 4 percent either way, whether those 800 reactions came from 40,000 people who saw it or from 8,000. One creator has distribution. The other has an audience that responds. The follower rate reads them as identical.

This is where budget goes missing. A creator with 60,000 followers averaging 1,000 views puts a post in front of fewer people than a nano-creator with 3,000 followers averaging 4,000 views, and the rate card still prices the 60,000. Running both through the influencer rate calculator turns that gap into an AUD difference.

Which Numbers to Ask a Creator For

Ask for their last ten to twelve posts, with views, likes, comments, saves and shares on each. Any creator who works with brands can screenshot that in two taps, and a reluctance to send it is worth noting on its own.

Saves and shares are the two worth insisting on. Instagram's own explanation of how it ranks reels lists how likely someone is to reshare first, ahead of watching it through and ahead of liking it, and its feed ranking counts sharing and saving alongside likes and comments. TikTok publishes both on every video. Instagram keeps them in the creator's analytics, which is why the strongest signals are the ones brands have to request.

What These Numbers Cannot Tell You

Whether they are genuine, and who the audience is. Only the platforms see who watched a post, and they show that view to the creator alone. Audience location, age and buying intent live there, so any tool selling an audience breakdown or a fake-follower percentage is estimating from the outside.

What can be checked from outside is whether the numbers hold together, which is what the two rates above are for. For the wider vetting process, including reading comment sections and spotting follower spikes, see our guide to running a fake followers check.

How Brands Get This Checked for Them

Australia Experiences asks every creator for their own analytics before a name reaches a client. Brands see a shortlist with the audience data and engagement metrics attached to each creator, approve every name themselves, and nobody is booked on a follower count. Chasing screenshots, reading comment sections and working out which numbers are real stays off the brand's plate.

That work sits inside creator sourcing and vetting, drawing on a network of over 500 vetted creators across Australia.