What Is The Engagement Rate And How Is It Calculated?

The engagement rate is an indicator of how much an influencer's audience interacts with their posts or videos. On Instagram, we calculate this by taking the average of likes and comments from the last 9 to 12 posts and dividing by the number of followers. On TikTok, it is calculated by adding the number of likes and comments and then dividing by the number of views.

In many cases we use the median to calculate our analytics, but for the engagement rate, we also include viral content and therefore use the average of the engagement of the latest posts. In our experience, the results are more helpful for our users and give a clearer picture of the creator’s recent activity.