Engagement rate is the share of people, or of views, that interacted with a post — likes, comments, shares, saves or clicks — written as a percentage.
45 interactions ÷ 1,500 impressions = 3%; ÷ 1,200 accounts reached = 3.75%; ÷ 6,000 followers = 0.75%.
It shows whether people who saw a post cared, which raw likes can't: 200 likes is a lot on 2,000 views and very little on 200,000. The catch is that there is no single formula.
X defines it as "Engagements divided by impressions", and LinkedIn as "Interactions per impression on your post"; Instagram reports interactions as counts and publishes no rate. Rates based on followers, reach or impressions give different numbers for the same post, so compare like with like.
A photographer's Reel was shown 1,500 times, reached 1,200 accounts, and got 45 likes, comments, shares and saves.
By impressions that is 3%, by reach 3.75%, and by her 6,000 followers 0.75%. When a client asks for her engagement rate, she says which one she's quoting.
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