QuickATools

Creators · Free browser tool

Instagram & TikTok Engagement Rate Calculator

Calculate engagement rates and estimated sponsored post rates for Instagram and TikTok creators instantly.

Account & post stats

Use per-post averages from your last 5–10 posts for a realistic rate.

Platform

Benchmarks are general industry guidelines and vary by niche and follower size—smaller, highly engaged accounts often beat these averages. The sponsored post estimate is a rough starting point for negotiation, not a guaranteed rate.

Engagement rate

3.86%

Avg engagements / post

965

Estimated sponsored post value

$298.25

Rough baseline — actual rates vary by niche, content type, and usage rights

Engagement level
Excellent
Low (<1%)Good (1–3.5%)Excellent (>3.5%)

Frequently Asked Questions

How is engagement rate calculated?

Engagement rate = (average likes + comments + shares/saves per post ÷ total followers) × 100. This calculator uses the standard 'engagement rate by followers' formula, which is the most common way brands and platforms benchmark creator accounts.

What's a good engagement rate on Instagram vs. TikTok?

On Instagram, under 1% is typically considered low, 1–3.5% is a solid average range, and above 3.5% is excellent. TikTok runs higher across the board because of its algorithm-driven feed: under 3% is low, 3–6% is average, and above 6% is excellent. Smaller accounts and niche communities often outperform these general benchmarks.

How is the estimated sponsored post rate calculated?

This tool blends a per-follower baseline with a per-engagement bonus (roughly $0.01 per follower plus $0.05 per engagement, clamped to a sane range) to produce a rough starting number for negotiation. Real rates also depend on your niche, content quality, usage rights, exclusivity, and platform—treat this as a floor to negotiate up from, not a fixed price.

Is my follower or engagement data uploaded anywhere?

No. All calculations run locally in your browser—your account stats are never sent to a server or stored.

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Instagram & TikTok Engagement Rate: Formula, Benchmarks, and Pricing Your Next Brand Deal

Engagement rate is the standard yardstick brands use to judge a creator account beyond raw follower count. The formula is simple: add up your average likes, comments, and shares/saves per post, divide by total followers, and multiply by 100. A smaller, highly engaged account often out-negotiates a much larger one with a passive audience, which is exactly why brands ask for this number before they ask for your follower count.

Benchmarks differ by platform because the algorithms behave differently. On Instagram, engagement under 1% is generally considered low, 1–3.5% is a healthy average, and anything above 3.5% is excellent. TikTok's For You feed tends to surface content to non-followers more aggressively, which pushes average engagement higher across the board—under 3% is low, 3–6% is average, and above 6% is excellent. Niche communities (fitness, finance, hobbyist crafts) frequently beat these general benchmarks even at smaller follower counts.

The estimated sponsored post value on this page is a rough starting point, not a fixed rate card—use it to anchor your opening ask in a negotiation, then adjust for your niche, content format (single photo vs. Reel/TikTok video vs. carousel vs. long-form usage rights), exclusivity terms, and how consistently you hit or beat the benchmark for your platform.

If you also sell products alongside brand deals, pair this with the Etsy Fee Calculator or Amazon FBA Calculator , and use the Freelance Hourly Rate Calculator to make sure your combined content, brand deal, and product income actually adds up to your target take-home pay. This free calculator runs entirely in your browser—your follower counts and post stats are never uploaded to a server.