Social
Engagement Rate
Interactions divided by followers (or views), expressed as a %.
Engagement rate (ER) measures how much your audience interacts with your content relative to its potential reach. The basic formula is `(likes + comments + shares + saves) / followers × 100`.
Variations matter. ER by post is the standard. ER by profile averages across a window of recent posts and is more meaningful for evaluating an account. TikTok ER usually uses views as the denominator since views correlate better with actual reach.
Public 2025 medians, rounded: Instagram ~0.6% / top quartile 1.8%. TikTok ~5% / top 9%. X ~0.07% / top 0.35%. LinkedIn ~2% / top 4.5%. ER above the top quartile signals a high-affinity audience worth investing in.
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