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How to Calculate Your Engagement Rate on Instagram

Instagram Tips & Resources

How to Calculate Your Engagement Rate on Instagram

By Jessica Worb

Updated on May 30, 2022

4 minute read

Only simple math over here. We promise.

Published December 9, 2018

Stay on top of the biggest social media marketing trends!

Knowing how to calculate your Instagram engagement rate on Instagram is essential, especially in 2022.

Your Instagram engagement rate helps you gain a better understanding of how your content is resonating with your audience.

Keep reading to find out what an Instagram engagement rate is, how to calculate it, and why it’s so important. 

What Is an Instagram Engagement Rate?

An Instagram engagement rate is a calculation that shows what percentage of your following has interacted with your content. 

It typically takes into account the number of likes and comments a post receives in relation to your overall follower count

In some cases it can also take into account the number of impressions, saves, and shares a post receives.

How to Calculate Your Instagram Engagement Rate

To calculate the Instagram engagement rate for a post, divide the total number of likes and comments by your follower count, and then multiply by 100 to give you a percentage.

how to calculate engagement rate

Alternatively, Later’s free social media management tool automatically calculates your Instagram engagement rate for every post you share. 

Head to Later’s Analytics dashboard and select the Post Performance tab. 

From here, you’ll be able to see how all of your recent posts have performed in an easy-to-use table format.

laters engagement rate tool in analytics

You can easily filter your posts to see which ones drove the highest engagement rate for your account, for up to one year.

Keep track of your Instagram engagement rates and monitor your growth week over week with Later’s Instagram Analytics.

Why Should You Track Your Instagram Engagement Rate?

Monitoring your Instagram engagement rate is important. 

While having a high follower count may look impressive, what’s more impressive is how engaged those followers are.

Tl;dr: High engagement > # of followers.

Your Instagram engagement rate gives you a clear picture of how your content is resonating with your audience.  If you’re seeing consistently strong engagement rates, you know your followers are enjoying your content. 

And if your engagement rate is lower than where you’d like it to be, you can use it as a springboard to pivot and improve your social strategy.

What Is a Good Engagement Rate on Instagram?

The answer is… it depends. 

What is considered a “good engagement rate” for an account in the health and wellness industry with 10K followers may be different from what is considered “good” for a home decor account with 150K followers.

To get a better understanding of how you stack up against industry peers with similar follower counts, Later has created a free Instagram Industry Benchmark report. 

The report Later looks at the average engagement rates (split by follower count) for 30 top industries.

Plus, so much more:

  • Average reach rate benchmarks: 2021

  • Five industry-specific case studies 

  • Industry performance trends: 2019-2021

  • Actionable tips on how to improve your metrics

  • Performance benchmarks by follower size 

Download the free Instagram Industry Benchmarks report now!

What Is the Average Instagram Engagement Rate?

Later analyzed millions of Instagram feed posts (excluding Reels) and found the average engagement rate is 2.88%.

To break that stat down even further, the average engagement rates for carousel posts is 3.11%, images is 2.76%, and videos is 2.60%. 

chart showing the average engagement rate for carousel posts, images, and videos in 2021 and 2022, excluding reels

Based on Later’s study, you can see carousel posts outperform image and video posts.

Which isn’t too surprising considering how effective they are at driving engagement.

So if you want to increase your engagement on Instagram, getting creative with carousel posts is a good idea. 

At the end of the day, your engagement rate is one of the best Instagram metrics to track if you want to find out how your content resonates with your audience. 

And remember, if you’re ever looking for a tool to do the heavy lifting for you, Later’s Instagram Analytics tools automatically calculate your Instagram engagement rate for every post you share. 

All you have to do is sign up for Later and you can immediately start tracking your engagement rate. Explore the Instagram Analytics dashboard today!

Plan, schedule, and automatically publish your social media posts with Later.


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