Understanding Engagement Rate: What Good Performance Really Looks Like

Beyond Vanity Metrics

Views are great, but engagement rate tells you if people actually care about your content. Here's what you need to know about this critical metric.

Engagement Rate Explained

Engagement rate measures how much your audience interacts with your content:

Formula: (Likes + Comments + Shares) / Views × 100

Platform Benchmarks

TikTok:

• 3-6%: Average performance
• 6-9%: Good performance
• 9%+: Excellent performance

YouTube:

• 2-3%: Average performance
• 3-5%: Good performance
• 5%+: Excellent performance

Instagram Reels:

• 1-3%: Average performance
• 3-5%: Good performance
• 5%+: Excellent performance

Why It Varies by Platform

• TikTok's algorithm pushes content to more people, increasing engagement opportunities
• YouTube engagement happens over longer periods as videos get discovered
• Instagram Reels compete with other feed content for attention

How to Improve Your Engagement Rate

1. Hook viewers immediately: First 3 seconds determine if they watch
2. Add clear calls-to-action: Tell viewers what to do
3. Spark conversation: End with questions or controversial takes
4. Respond to comments: Engagement breeds more engagement
5. Post consistently: Regular content keeps audiences engaged

Track your engagement rate over time using our analytics to identify what content resonates most with your audience.