Engagement Rate Calculator for Instagram and TikTok
Calculate a creator's engagement rate by views or by followers, then compare it to the benchmark for their size.
Most free calculators work out engagement on follower count. That made sense when a post was seen by the people who followed the account. It no longer does. Enter a creator's recent post performance, and this returns two numbers: the share of viewers who reacted, and the share of followers. Both are marked against what creators of that size normally do. Free, no sign-up.
Now Do It for a Whole Campaign
This is one creator, judged on the numbers to hand. Australia Experiences checks every creator on a campaign, including the numbers only the creator can supply, and puts up a shortlist for the brand to approve. That is our creator sourcing and vetting service.
Schedule a meetingEngagement Rate Benchmarks by Creator Size
A good engagement rate is around 4 percent of the people who saw the post. That holds on Instagram and on TikTok, from the smallest creators to the largest. Measured against follower count instead, the same posts land near 1 percent for anyone above 10,000 followers. Neither number is wrong. They answer different questions.
Find the creator's follower count below. The first percentage is the share of viewers who reacted. The second is the share of their whole following.
| Tier | Followers | Platform | Engagement by views | Engagement by followers |
|---|---|---|---|---|
| Nano | 1K to 10K | 4.1% to 4.6% | 1.8% to 2.4% | |
| TikTok | 4.0% to 4.4% | No reliable figure | ||
| Micro | 10K to 100K | 3.6% to 3.7% | 0.5% to 1.0% | |
| TikTok | 3.8% to 3.9% | No reliable figure | ||
| Macro | 100K to 1M | 3.5% to 3.7% | 0.9% to 1.0% | |
| TikTok | About 4.0% | No reliable figure | ||
| Mega | 1M+ | About 5% | 0.3% to 1.2% | |
| TikTok | About 5% | No reliable figure |
An Australia Experiences benchmark, compiled in August 2026 from 13 published studies of creator and account performance. A guide, not a survey. The Instagram view figures come from Buffer, measured across 27 million posts. The TikTok ones come from Socialinsider, across 2 million videos. The follower figures are compiled from several creator datasets. TikTok has none worth printing, because it decides who sees a video by interest rather than by who follows the account, so published studies of the same tier disagree by up to eight times. All figures are global.
Read the micro and macro follower rows as one band rather than a ranking. Micro looks lower only because a third dataset covers that size and stops before the ones above it. In both datasets that measure micro and macro together, the two sit within 0.1 of a percentage point. The real drop happens once, between nano and micro, and the rate is flat from there up.
Why Views Beat Followers
Creators used to be judged on size. Both platforms now decide who sees a post by interest, so size no longer says what a brand is buying.
Feeds Run on Interest Now
TikTok says follower count is not a factor in what it recommends. Instagram says most of what people see comes from accounts they do not follow. A post goes to whoever the app thinks will watch it.
Ask for Views and Reactions
Two numbers do the work now: how many people watched, and how many of them reacted. Saves and shares are the ones to look for. A save means someone kept the post. A share means they sent it to someone else. Ask a creator for these before agreeing a price.
Read Views and Engagement Together
A high rate on a small view count means a small but engaged audience. Plenty of views with a low rate means wide reach that did not land. The two together tell a brand more than either one on its own.
Why Two Calculators Give Different Answers
Run the same creator through three free tools and three numbers come back. Three things explain most of the gap.
Check What It Divided By
Followers, views and reach are three different counts, and each one answers a different question. Few free tools say which they divided by, so the percentage means little on its own.
Check How Old the Benchmark Is
Most benchmark tables in circulation measure accounts from 2023 and 2024, before the feeds moved to interest. Some do not survive a check at all. One widely shared table covering six platforms printed ranges that were calculated from its own averages, not measured from real accounts.
Check What the Tool Cannot See
On Instagram, saves and shares are never public, and a creator can hide their like count or turn comments off. Instagram says the first thing it predicts when ranking a reel is how likely someone is to send it to a friend. No tool or creator database working from public data alone can see it.
Every Creator Checked Before a Brand Commits
Choosing a creator takes more than engagement rate. Many platforms only see public data, which does not show the full picture.
Australia Experiences matches the most suitable creators to each campaign from a vetted network of over 500 creators across Australia. Clients choose the best creators from complete data.
Engagement Rate FAQ
What is engagement rate?
Engagement rate is the share of an audience that reacts to a post. Add up the likes, comments, saves and shares, then divide by the size of the audience being measured.
Which audience is the whole argument. Divide by the people who saw the post and the answer describes that post. Divide by the follower count and the answer describes the account, most of whom were never shown it.
How do you calculate engagement rate?
Add the likes, comments, saves and shares on a post. Divide by the number of people who viewed it. Multiply by 100.
Do it across the last ten to twelve posts and average the result, so one unusual post does not decide the answer. Swapping views for follower count gives the older version of the same sum. When the two disagree, the view figure is the one describing what the post actually did.
What is a good engagement rate on Instagram and TikTok?
About 4 percent of viewers on both. On Instagram that is 4.1 to 4.6 percent for a nano-creator and 3.5 to 3.7 percent through the middle tiers. TikTok sits just under 4 percent at every size. Against follower count instead, the same posts score near 1 percent for anyone above 10,000 followers.
The platforms differ in what they let a brand check. TikTok publishes shares and saves on every video. Instagram keeps both inside the creator's own analytics, so an Instagram figure worked out from public data is always missing two of the four reactions.
Should you ask a creator for views or followers?
Views. Neither platform sends a post to a following any more, so views are the audience a brand is actually buying.
Ask for the follower count as well, because pricing still starts there. Then read the two together: a high rate on a small view count means a small but engaged audience, while plenty of views at a low rate means the post travelled without landing.
What should you ask a creator to send?
The last ten to twelve posts, with views, likes, comments, saves and shares on each, plus where their audience actually is. Saves and shares are not public on Instagram, and audience location is not public on either platform.
Any creator who works with brands can screenshot that in a couple of taps. Reluctance to send it is worth noting on its own. If price is the next question, the influencer rate calculator works out what those numbers are worth in Australian dollars.
Does a high engagement rate mean the campaign will work?
Not on its own. System1, WPP Media and TikTok studied 1,217 paid TikTok ads across 23.6 billion impressions and found no meaningful link between engagement rate and whether brand memory grew. How well the creator fitted the brand mattered more than how well known they were.
A rate far above the norm for that size also deserves a second look rather than a premium, because bought engagement looks like a very good week. Our guide to running a fake followers check covers what to look at.