Engagement rate

Engagement rate is the share of a creator’s audience that actively interacts with a post — usually calculated as (likes + comments + shares + saves) divided by followers or reach, expressed as a percentage.

Brands use engagement rate alongside follower count to judge whether an audience is genuinely paying attention, since a large following with low engagement often signals inactive or purchased followers.

• Track engagement rate over several posts, not just your single best-performing one, when quoting it to a brand.
• Be transparent about how you calculated it (followers vs. reach as the denominator) since the two produce very different numbers.
• Expect brands to sanity-check engagement against platform-provided analytics, not just a self-reported figure.