Engagement Rate Calculator
Work out the engagement rate of an Instagram or TikTok post two ways, by followers and by views, then see how it compares with the median of 11,849 brand UGC videos we tracked from August to October 2026. Free, no signup, nothing leaves your browser.
Engagement rate by views
Looking for creators whose posts land above the median? UGC Agent lists 33,029 Instagram and TikTok UGC creators with public emails.
Start freeHow this engagement rate is calculated
Benchmarks are medians per video from 11,849 brand UGC videos posted August to October 2026 across 46 brand programs. Platform medians come from the 14 programs we scanned on both TikTok and Instagram. Instagram hides shares and saves, so its median counts likes and comments only, and this calculator compares an Instagram post the same way.
Free and unlimited. Nothing you enter leaves the browser; the math runs on this page.
Engagement rate by followers or by views
Engagement rate by followers is likes, comments, shares and saves on a post, divided by the account's followers, times 100. It is the number most rate cards and media kits quote, so use it when you compare one creator's price with another's.
Engagement rate by views divides the same interactions by the post's views. It is the fairer number on TikTok, where the For You feed shows a video to people who do not follow the account, so a small creator can post a video with more interactions than followers. It is also the number our benchmarks use, because views are public on every video we track.
What a good engagement rate looks like for brand UGC
The median brand UGC video in our sample had an engagement rate of 6.2% by views. On TikTok the median was 7.2%; on Instagram it was 1.7%, mostly because Instagram does not show shares and saves. Engagement peaks with creators who have 10,000 to 100,000 followers and drops for accounts over 100,000.
| Creator size | Videos | Median engagement rate |
|---|---|---|
| Under 1,000 followers | 6,542 | 5.7% |
| 1,000 to 10,000 | 3,024 | 7.0% |
| 10,000 to 100,000 | 1,621 | 7.3% |
| 100,000 and over | 662 | 5.5% |
Longer videos engaged a little more. The full breakdown is in our UGC engagement rate answer and the UGC video benchmarks 2026 study.
| Video length | Videos | Median engagement rate |
|---|---|---|
| Under 15 seconds | 2,798 | 6.7% |
| 15 to 30 seconds | 4,119 | 5.6% |
| 30 to 60 seconds | 3,359 | 6.7% |
| 60 seconds to 2 minutes | 937 | 6.8% |
| Over 2 minutes | 158 | 9.2% |
An Instagram engagement rate calculator and a TikTok one, side by side
Use it as an Instagram engagement rate calculator for a Reel or feed post: enter followers, views or reach, likes and comments. Switch to TikTok and it becomes a TikTok engagement rate calculator, compared against the TikTok median of 7.2% from 7,319 videos.
Checking a creator before you pay them? Add up their last five to ten posts and enter the totals with the post count, so one viral video does not set the rate. Add the fee you were quoted to see the cost per engagement and the cost per 1,000 views.
Common questions
- What is a good engagement rate on TikTok?
By views, the median brand UGC video on TikTok had 7.2% in our sample, so a post above that is doing better than most. By followers, TikTok numbers swing far more because views depend on the For You feed, not on follower count.
- What is a good engagement rate on Instagram?
By views, counting likes and comments only, the median brand UGC video on Instagram had 1.7%. Instagram hides shares and saves from the public, so compare Instagram posts with Instagram posts, not with TikTok.
- Why can engagement by followers be over 100%?
On TikTok a video can reach people who do not follow the account. If it gets more likes and comments than the account has followers, engagement by followers goes over 100%. Engagement by views does not have that problem.
- Do views count as engagement?
No. Views are the reach. Engagement is what viewers did: likes, comments, shares and saves. Some tools add views or link clicks; this one does not, so the result lines up with how most media kits report it.
Find creators who already beat the median
UGC Agent searches Instagram and TikTok UGC creators by niche, country and follower count, each with a public email, so you can check their numbers here before you reach out.