How Instagram Engagement Rate Is Calculated

By the Pixtale Growth team · 29 September 2026 · 4 min read

There are several ways to calculate Instagram engagement rate, which is why different tools show different numbers for the same account. Here is the common public method, with a worked example.

The formula

Engagement rate by followers = (average likes + average comments per post) ÷ followers × 100.

Use a fixed set of recent posts, such as the last 12, so the number reflects the account today.

A worked example

An account has 20,000 followers. Over its last 12 posts it averaged 540 likes and 60 comments.

(540 + 60) ÷ 20,000 × 100 = 3%.

Common variations

• By reach: divides by the people who saw the post instead of followers. Only the account owner can see reach, so outside tools can't use it.
• Including saves and shares: also owner-only on most posts.
• By views for reels: divides by views; useful for comparing reels with each other.

Mistakes to avoid

Don't mix very old posts with new ones. Don't include a pinned post from years ago. And remember that one viral post can lift the average a lot, so look at a typical post too.

Skip the spreadsheet

The Pixtale Growth analyser does this calculation for any public account and compares the result with similar-sized accounts. For what the number means, read Instagram engagement rate explained.