Two ways to measure engagement
Engagement rate by followers divides the average engagements per post by your follower count. It's the most common figure brands ask for because anyone can calculate it from your public profile. Engagement rate by reach divides engagements by the number of accounts that actually saw the posts. It's a truer measure of how compelling your content is, and you'll find reach in Instagram's Professional Dashboard.
ER by followers = (likes + comments + saves + shares) ÷ posts ÷ followers × 100
ER by reach = total engagements ÷ total reach × 100Worked example
What counts as good?
Benchmarks vary by niche, account size and content format, and different industry reports use different formulas. As a rough guide for follower-based engagement:
| Engagement rate | Rough reading |
|---|---|
| Below 1% | Low; content may not be reaching or resonating with followers |
| 1–3% | Average for many accounts |
| 3–6% | Good |
| Above 6% | Excellent; common for smaller, niche accounts |
Smaller accounts usually have higher rates than large ones, so compare yourself with accounts of a similar size in your niche.
Saves and shares are the signals that matter
Likes are easy. Saves mean people found the post useful enough to come back to; shares mean they wanted others to see it. Brands increasingly look at these, and they're strong signals for reach too. Practical carousels ("5 ways to…"), before/after posts and genuinely useful tips tend to get saved. For a finance or food creator, a post built around a calculator result, like "What ₹5,000 a month becomes in 20 years", is highly saveable.
Turning engagement into income
When pitching brands, share both engagement rates, audience location and age, and recent examples of saves and shares. Price your time properly with the freelancer rate calculator, and see the YouTube side of your income on the YouTube earnings calculator.
Frequently asked questions
What is a good engagement rate on Instagram?
Roughly 1–3% by followers is average, 3–6% is good and above 6% is excellent, but it varies by niche and account size.
Should I include saves and shares?
Yes. They're strong signals of valuable content, and many brands now ask for them.
Why is my engagement rate falling as I grow?
It's normal: larger audiences include more casual followers. Focus on engagement by reach and on saves and shares.