What Is a Good Engagement Rate? 2025 Benchmarks

Last Updated: January 2025 | Data Sources: Hootsuite 2025, Sprout Social, Rival IQ

Quick Answer

Good engagement rates vary by platform:

LinkedIn: 2-5% is good, >5% excellent (highest engagement platform)
TikTok: 15-25% is good, >25% excellent
Instagram: 3-6% is good, >6% excellent (0.45-0.6% average in 2025)
Facebook: 0.5-1% is good, >1% excellent
X/Twitter: 0.09-0.33% is good, >0.33% excellent

Note: Smaller accounts typically have higher engagement rates than larger accounts.

Engagement rate measures how actively your audience interacts with your content. It shows the percentage of people who like, comment, share, save, or click on your posts compared to your total followers or reach.

How to Calculate Engagement Rate

Basic Formula

Engagement Rate = (Total Engagements ÷ Total Followers) × 100


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Example:
- Post gets 500 likes, 50 comments, 25 shares = 575 engagements
- Account has 10,000 followers
- Engagement rate = (575 ÷ 10,000) × 100 = 5.75%

Use our free engagement calculator to automatically calculate your engagement rate and see how you compare to benchmarks.

Alternative Calculation Methods

By Reach:

Engagement Rate = (Total Engagements ÷ Post Reach) × 100

More accurate for viral content or posts with high reach.

By Impressions:

Engagement Rate = (Total Engagements ÷ Post Impressions) × 100

Useful when tracking paid content or multiple views.

Platform-Specific Benchmarks

Instagram Engagement Rates (2025)

Overall Average (2025): 0.45-0.6% (down 24% from 2024)

Important Note: Instagram engagement rates have significantly declined in 2025. June 2025 showed the lowest engagement rate in 18 months. This is due to increased competition, algorithm changes, and platform saturation.

By Follower Count (2025 Data):

Under 1K followers: 5-8%
1K to 10K followers: 2.5-4%
10K to 100K followers: 1.2-2%
100K to 1M followers: 0.7-1.4%
Over 1M followers: 0.4-0.8%

By Content Type:

Reels: 1.8-2.5% (highest engagement in 2025)
Carousel posts: 1.2-1.9%
Video posts: 0.9-1.4%
Single image posts: 0.6-1.1%

What's Good on Instagram (2025 Standards):

Under 0.5%: Poor
0.5% to 1%: Below Average
1% to 3%: Average
3% to 6%: Good
Over 6%: Excellent

Note: If your rate seems low, it may reflect industry-wide trends, not just your content quality.

Want to see how you compare? Use our Instagram Engagement Benchmark Calculator to compare your rate against 20+ industry standards.

Facebook Engagement Rates (2025)

Overall Average (2025): 0.06-0.2%

By Page Size:

Under 10K likes: 0.30-0.52%
10K to 100K likes: 0.15-0.25%
100K to 1M likes: 0.10-0.18%
Over 1M likes: 0.06-0.12%

What's Good on Facebook:

Under 0.1%: Poor
0.1% to 0.5%: Average
0.5% to 1%: Good
Over 1%: Excellent

Note: Facebook has the lowest engagement rates of major platforms due to algorithm prioritization of personal connections over brand content.

Compare your performance: Use our Facebook Engagement Benchmark Calculator to see how you stack up against your industry.

X (Twitter) Engagement Rates (2025)

Overall Average (2025): 0.04-0.15%

By Follower Count:

Under 1K followers: 0.08-0.15%
1K to 10K followers: 0.06-0.10%
10K to 100K followers: 0.04-0.07%
Over 100K followers: 0.02-0.05%

What's Good on X/Twitter:

Under 0.02%: Poor
0.02% to 0.09%: Average
0.09% to 0.33%: Good
Over 0.33%: Excellent

X Platform Notes: Engagement on X (formerly Twitter) remains relatively low but stable. Threads and polls typically see higher engagement than single tweets.

Check your X/Twitter performance: Try our Twitter Engagement Benchmark Calculator to benchmark against competitors.

LinkedIn Engagement Rates (2025)

Overall Average (2025): 3-3.5% (Highest engagement platform!)

By Company Size:

Small companies/individuals: 3.5-4.5%
Medium companies: 2.5-3.5%
Large companies: 2.0-3.0%

By Content Type (2025):

Carousel posts: 4.0-5.5% (best performing)
Video posts: 3.5-4.5%
Image posts: 2.5-3.5%
Text-only posts: 2.0-3.0%
Document posts: 3.0-4.0%

What's Good on LinkedIn:

Under 1%: Poor
1% to 2%: Below Average
2% to 5%: Good
Over 5%: Excellent

Why LinkedIn Has Higher Engagement: Professional content, smaller creator pool, chronological-ish feed, and B2B audiences actively seeking valuable content.

TikTok Engagement Rates (2025)

Overall Average (2025): 15-17.5% (Declining but still highest)

Important Note: TikTok engagement rates are declining as the platform matures and competition increases. However, TikTok still significantly outperforms all other platforms.

By Follower Count (2025):

Under 10K followers: 17-22%
10K to 100K followers: 15-19%
100K to 1M followers: 12-17%
Over 1M followers: 10-15%

What's Good on TikTok:

Under 10%: Poor
10% to 15%: Below Average
15% to 25%: Good
Over 25%: Excellent

Why TikTok Engagement is Highest: Algorithm prioritizes content discovery over follower count, making every video a potential viral hit regardless of account size.

YouTube Engagement Rates

Overall Average: 1.5%

By Subscriber Count:

Under 1K subscribers: 4.5%
1K to 10K subscribers: 3.2%
10K to 100K subscribers: 2.1%
100K to 1M subscribers: 1.8%
Over 1M subscribers: 1.4%

What's Good:

Under 1%: Poor
1% to 2%: Average
2% to 4%: Good
Over 4%: Excellent

Industry-Specific Benchmarks

Fashion and Beauty

Instagram: 1.85%
Facebook: 0.20%
TikTok: 19.2%

Food and Beverage

Instagram: 1.45%
Facebook: 0.18%
TikTok: 18.5%

Technology

Instagram: 0.98%
Facebook: 0.12%
LinkedIn: 1.8%

Healthcare

Instagram: 1.15%
Facebook: 0.16%
LinkedIn: 2.2%

Education

Instagram: 1.36%
Facebook: 0.14%
LinkedIn: 2.8%

Finance

Instagram: 0.89%
Facebook: 0.11%
LinkedIn: 1.9%

Factors Affecting Engagement Rates

Follower Count

Larger accounts typically have lower engagement rates due to:

Algorithm limitations
Less personal connection
Broader, less targeted audiences
Difficulty maintaining quality content

Content Quality

Higher engagement comes from:

Professional visuals
Valuable information
Emotional connection
Consistent posting

Develop a comprehensive engagement strategy to systematically improve your content quality and audience connection.

Audience Relevance

Better targeting leads to:

More interested followers
Higher interaction rates
Better algorithm performance
Increased organic reach

Timing and Frequency

Optimal posting affects:

Audience availability
Competition for attention
Algorithm favorability
Content freshness

Improving Your Engagement Rate

Content Strategy Improvements

Create Valuable Content:

Share useful tips and information
Tell compelling stories
Show behind-the-scenes content
Ask questions and start conversations

Optimize Visual Appeal:

Use high-quality images and videos
Maintain consistent visual branding
Create eye-catching thumbnails
Design shareable graphics

Write Engaging Captions:

Start with hooks
Include calls-to-action
Ask questions
Use relevant hashtags

Audience Engagement Tactics

Respond Actively:

Reply to comments quickly
Answer questions thoroughly
Thank users for shares
Engage with followers' content

Encourage Interaction:

Ask direct questions
Create polls and surveys
Run contests and giveaways
Share user-generated content

Build Community:

Create consistent series
Establish posting schedules
Develop inside jokes or references
Celebrate milestones together

Technical Optimizations

Post at Optimal Times:

Research your audience's activity
Test different posting schedules
Use analytics to find patterns
Consider time zones

Use Platform Features:

Instagram Stories and Reels
LinkedIn polls and articles
Twitter Spaces and threads
Facebook Live videos

Hashtag Strategy:

Research relevant hashtags
Mix popular and niche tags
Create branded hashtags
Monitor hashtag performance

When Engagement Rate Matters Most

Influencer Marketing

Brands evaluate:

Engagement rate over follower count
Quality of comments and interactions
Audience authenticity
Content alignment

Algorithm Performance

Platforms favor:

Content with quick, high engagement
Posts that generate meaningful interactions
Accounts with consistent engagement patterns
Content that keeps users on platform

Business Growth

High engagement indicates:

Strong brand connection
Audience interest and loyalty
Content-market fit
Potential for word-of-mouth growth

Common Engagement Rate Mistakes

1. Focusing Only on Likes

Comments, shares, and saves often indicate deeper engagement than likes alone.

2. Buying Fake Engagement

Purchased likes and comments hurt long-term performance and algorithm ranking.

3. Ignoring Platform Differences

Each platform has different engagement patterns and user behaviors.

4. Not Tracking Over Time

Single post performance matters less than overall engagement trends.

5. Comparing to Wrong Benchmarks

Compare your rates to similar accounts in your industry and follower range.

Engagement Rate Tracking Tools

Native Analytics

Instagram Insights
Facebook Page Insights
Twitter Analytics
LinkedIn Page Analytics
YouTube Analytics

Third-Party Tools

Social media management platforms
Analytics and reporting tools
Influencer marketing platforms
Competitor analysis tools

Setting Engagement Rate Goals

Realistic Expectations

Start with industry benchmarks
Account for your follower count
Consider your content resources
Plan gradual improvements

Goal Setting Framework

Measure current performance
Research competitor rates
Set incremental targets
Track progress monthly
Adjust strategies based on results

Success Metrics

Consistent month-over-month growth
Above-average industry performance
Increasing comment quality
Growing organic reach

Improve Your Engagement Rate

Good engagement rates vary by platform, industry, and audience size. Focus on creating valuable content, building genuine connections, and consistently engaging with your community.

Track and improve engagement with SocialRails:

Monitor engagement rates across platforms
Identify your best-performing content types
Schedule posts for optimal engagement times
Analyze audience interaction patterns

Start Free Trial - No credit card required

Engagement Rate - How to calculate engagement across platforms
Social Media Engagement Rate - Platform-specific measurement
Facebook Post Engagement - Facebook-specific tactics
Twitter Engagement - What counts as Twitter engagement

Focus on authentic engagement over vanity metrics. Build genuine connections with your audience through valuable content and meaningful interactions. Learn more about developing a comprehensive engagement strategy that drives lasting results.

Data Sources & Methodology

The engagement rate benchmarks in this guide are sourced from:

Hootsuite's 2025 Social Media Benchmark Report: Analysis of engagement trends across platforms
Sprout Social's 2025 Industry Benchmarks: Industry-specific engagement data
Rival IQ's 2025 Social Media Industry Benchmark Report: 12+ industries analyzed
Adobe Express Social Media Engagement Study: 2025 platform comparisons
Emplifi Social Media Benchmarks: Real-time platform tracking through 2025
Influencer Marketing Hub's State of Social Media 2025: Industry-wide trends

Methodology: Data aggregated from multiple authoritative sources tracking millions of social media accounts across different industries, follower counts, and content types. Benchmarks represent median engagement rates normalized for account size and industry.

Update Frequency: This page is updated quarterly to reflect current trends. Engagement rates shift over time due to algorithm changes, platform maturation, and user behavior evolution.

Note: Your specific engagement rate may vary based on content quality, audience demographics, posting frequency, and niche. These benchmarks provide general guidelines - always analyze your own data for the most accurate picture.

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