Calculating engagement rate: formula, benchmarks and what's good in 2026

What is engagement rate, exactly?

Engagement rate is the percentage of your audience that reacts to a post — by liking, commenting, sharing, or saving. It is the most important indicator of the quality of a social media account, in contrast to reach which only measures quantity.

But engagement rate is not a fixed number. There are two formulas in circulation, and which one you use changes the outcome — and therefore also the conclusion you draw.

Formula 1: Engagement rate by reach

(Likes + Comments + Shares + Saves) / Reach × 100%

This formula looks at the percentage of people who saw your post and also reacted. It is the fairest measure: it corrects for algorithmic reach. A post with 500 reach and 50 interactions has an engagement rate by reach of 10% — excellent.

Formula 2: Engagement rate by followers

(Likes + Comments + Shares + Saves) / Number of followers × 100%

This formula looks at the percentage of your total followers who reacted. This figure is always lower than by reach, because not all of your followers see your post. It is useful for brands who want to know if their existing audience is still active.

Which formula should you use?

For strategic decisions: by reach. It shows whether your content resonates with the people you reach. For client reports: by followers, especially if your audience is not growing. This figure becomes lower if your audience becomes inactive, which is a warning sign.

Benchmarks per platform (Netherlands, 2026)

What is "good"? That depends on the platform, industry, and target audience. Average engagement rates by reach in the Netherlands:

• Instagram: 2-3% average, 4-6% good, 7%+ excellent.
• TikTok: 6-10% average, 12-20% good, 25%+ excellent.
• LinkedIn: 1-2% average, 3-5% good, 6%+ excellent.
• Facebook: 1-2% average, 3-4% good, 5%+ excellent.
• YouTube (likes / views): 4-6% average, 8-12% good.

Benchmarks per industry

Industries with strong community formation perform above average. On Instagram, for example:

• Fitness & wellness: 5-7% average
• Food & restaurants: 4-6%
• Fashion & lifestyle: 3-5%
• B2B services: 1-2%
• E-commerce: 2-3%
• Local entrepreneurs (SME): 4-7% (small followers, strong community)

When is low actually good?

A declining engagement rate is not always bad news. Three scenarios:

• Rapid follower growth: with +20% followers in a month, the engagement rate by followers automatically decreases — new followers engage less than old ones.
• Broader targeting: ads to a broader audience bring in less engaged followers, but potentially customers.
• Shift towards conversion: if your posts are aimed at "click through to website" instead of "react," engagement drops but website traffic increases. Review other KPIs.

So what is truly a red flag?

When does the agency raise the alarm? Three signals:

• Engagement rate decreases for 3 months in a row while followers are stable.
• Engagement rate by reach drops below 1% on Instagram — algorithm suppresses content.
• Comments/likes ratio suddenly changes — more likes, fewer comments = passive followers.

For agencies: how do you report this to clients?

Clients don't always understand "engagement rate". It is better to put the figures in context: "We were at 3.2% engagement, compared to the Instagram average of 2-3% and the food industry benchmark of 4-6%. This quarter we are focusing on a carousel strategy to lift this to 5%+."

A platform that automatically adds benchmark context to monthly reports saves agencies hours every month on explanations and charts.