Engagement rate calculator

Two engagement rates, and when to use each

Engagement rate is the share of people who react to a post: like it, comment, share it or save it. There are two common ways to work it out, and they answer different questions.

For gifting, engagement by views and average views matter most. A post you get for free is worth what it’s watched, and a creator whose videos are watched by many more people than follow them is reaching new buyers.

How to use the calculator

1. 01

   Pick the platform

   TikTok, Instagram or YouTube. Each shows different numbers on a post, and the calculator only asks for what you can see.

2. 02

   Enter the last few posts

   Use 5 to 10 recent posts, not their best one. Skip pinned videos and paid ads, which get more views than usual. For YouTube, paste each video’s link and the numbers fill in.

3. 03

   Add the follower count

   From the creator’s profile. It’s only used for the rate by followers and for views ÷ followers.

4. 04

   Compare like with like

   Check a few creators of a similar size on the same platform, in the same category. The useful number is how a creator compares with the others you’re considering.

What each platform shows

• TikTok shows views, likes, comments, shares and saves under every video. See the TikTok version.
• Instagram shows likes (unless the creator hides them), comments, and views on Reels. Only the creator sees shares and saves, so ask for a screenshot of their insights if you need them. See the Instagram version.
• YouTube shows views and comments, and likes unless the creator hides them. There’s no public share or save count. See the YouTube version.

Signs to look at twice

• Views far below followers on every post. The audience may be old, bought, or no longer watching.
• Lots of likes, almost no comments, or comments that are all emoji and could be on any video.
• One huge post and a string of quiet ones. Average views mislead here; look at the middle post instead.
• A big jump in followers with no post that explains it.

What it doesn’t tell you

Engagement says how people reacted, not who they are or whether they buy. A creator with modest numbers and an audience that matches your customers can do more for you than a bigger one with the wrong audience. Use the rate to rule out creators whose audience doesn’t watch, then judge the rest by their content. Our guide to nano and micro creators covers the rest of the check.