How to calculate engagement rate on Instagram

It’s no use having thousands of followers or an infinity of content if you don’t have the main thing for any profile that wants results: a reasonable engagement rate on Instagram. 

Even many followers will only mean something if your followers connect with your profile or business. Therefore, it’s crucial to continuously assess your engagement rate and be knowledgeable about strategies you can use to improve it. Click Here

What is the rate of engagement?

Engagement is the different ways in which users interact with a profile or its published content. The engagement rate is the number of interactions in percentage that summarizes the set of these metrics about some parameter, such as the number of followers.

The actions that Instagram considers interactions are:

  • Like
  • Comment
  • To share
  • To save
  • To mention
  • Send a direct message
  • Reply to a Story
  • Click on a link

Tracking this rate, and not just the metrics separately, is essential to gain insights into the profile and understand how the result is about your content and your audience’s relationship with your brand through Instagram.

The engagement rate on Instagram will guide you in what needs to be done to get closer to your followers and create a sense of community, in addition to marking the evolution of your communication strategy.

What are the forms of engagement on Instagram?

To better understand how to interpret the number of interactions a profile receives, it is necessary to understand the forms of engagement on Instagram and the relevance of each one. Here, we will explain the main ones and what they represent.


The most popular one is super easy to understand and doesn’t have much of a mystery. Likes are the number of users who clicked on the heart in your post, leaving the famous “like.” 

With Instagram’s option to no longer display likes, there has been much debate about the importance of this metric for a profile’s engagement. Instagram itself, when explaining how the social network algorithm works, made it clear that likes are still relevant for the platform to understand what content the user likes to see, what their interests are, which profiles they most engage with, and what type of content similar can be recommended to that person based on their likes.


Comments are the texts people write in the comments section of publications, be it a Feed post, a carousel, an IGTV, a Reel, etc. And it also doesn’t matter if it is a question, an emoji, a significant text, or just a word. 

The comments section is a great space to open dialogues, get closer to your followers, and even create a sense of community among your profile followers, who can also interact with each other.


Sharing is calculated from how many people sent your post to someone else within Instagram or shared it in the Story by clicking on the icon that looks like a paper airplane.

Please pay special attention to this engagement metric and always try to encourage sharing your content, as this will help you reach more people organically and make Instagram understand that your content is relevant to the point that users want to share it with their friends. Friends. 

Saved post

This metric counts how many people clicked the “little flag” icon next to your post to save that content. This indicates that users found it interesting enough to keep the base for easy reference later. 

Whatever the intention, this is another engagement metric on Instagram that deserves special attention and quality content targeted to encourage audience engagement and identification. 

How to calculate the engagement rate on Instagram?

There is no mystery in calculating the engagement rate on Instagram, as it is a straightforward calculation. There are several ways to obtain the result of this account, both manually and through online tools.

Engagement by followers

Here you will calculate the percentage of followers engaged with certain content you posted. To do this, use the formula * as a basis :

likes + comments (+ other interaction metrics you find relevant) ÷ number of followers x 100 = 

engagement rate based on followers (%)

* If you prefer, add other metrics to this account, such as the number of shares and saved posts. You can do it according to what you consider most relevant to your strategy. Still, the most important thing is maintaining a standard for all calculations to be comparable over time. It’s no use to include shares and saved posts in calculating a position, and in the following month, only comments and likes are counted.


For example:

98 (likes) + 12 (comments) ÷ 1112 (followers) x 100 =

9.89% engagement


98 (likes) + 12 (comments) + 9 (shares) + 15 (saved posts) ÷ 1112 (followers) x 100 =

12.05% engagement


Reach engagement

Many professionals consider this option the “real engagement” of an Instagram account. It feels the reach of the content to calculate the engagement rate. It’s ideal when analyzing specific posts.

With this calculation, you can analyze all the accounts you reached, including those who saw your content and which ones engaged with the Instagram page you are monitoring. 

To do this, use the formula (or add the metrics you find relevant):

likes + comments ÷ reach = 

engagement rate based on reach (%)

Engagement growth

For this calculation, you’ll need to compare the engagement rate from a previous period to the current period. It is ideal for monitoring monthly reports, for example. 

It’s quite simple:

period 1 engagement rate ÷ period 2 engagement rate = 

engagement growth (%)

4 Tips to Improve the engagement rate on Instagram

Now that you know how to calculate the engagement rate on Instagram, you have to take action with good profile management. Include the following recommendations!

1. Post at the best times

Make sure to reach as many users as possible on Instagram if you want strong interaction. To do this, you must determine the optimum times to publish on your account to capitalize on the periods when most of your app followers are online.

2. Create interactive content

Think of quality content that will incentivize your followers to interact with your Instagram page. Good content planning that includes studying the audience, persona, and editorial line, for example, is essential to know what will be said and how.

It can be a post with space to ask questions or leave feedback, carousels with challenges and games, posts with questions, etc. In Stories, make the most of stickers (stickers), such as the question box, the quiz, and the poll, to create fun interactive content that quickly engages your followers! 

3. Encourage interactions

Encourage users to interact by telling them exactly what to do. Use Call To Action (CTAs) so your followers understand that you expect them to comment, share, save a post, or tag a friend there. Phrases like: 

  • Comment here if…;
  • Tag that friend here who…;
  • Save this post to see later;
  • Share to reach more people;
  • Reply to this Story with your suggestion.

4. Reply to your followers

If you want comments and interactions, nothing is fairer with your followers than reciprocating their attention. You must respond to as many words and direct messages as possible that you receive. Thus, those who interact with your content will feel heard and more comfortable to continue interacting more often.

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