The most commonly used formula for engagement rate is:
Engagement Rate = (Total Engagements / Total Impressions) × 100
"Total engagements" typically include likes, comments, shares, saves, and clicks depending on the platform. If you don’t have access to impression data, you can also calculate it based on followers or reach:
Why do we use the formula Engagement Rate = (Total Engagements / (Followers × Posts)) × 100?
This formula helps calculate the average engagement per post relative to your audience size. By dividing total engagements by the product of followers and number of posts, you account for both how active your audience is and how often you post.
It’s especially useful for comparing performance across accounts or time periods, regardless of posting frequency. It also avoids inflated results that could occur if you only use total impressions or a single post’s engagement. This formula gives a more balanced view of engagement over time and ensures your analysis reflects both consistency and audience interaction.