Engagement rate

Engagement rate is the share of followers who like or comment on an influencer's content. It measures reaction relative to audience size.

Formula: ER = (likes + comments) ÷ current followers × 100, as a weighted median over the account's items

• Per item: (likes + comments) divided by the account's current follower count, as a percent.
• The window is the last 90 days of posts and Reels, 120 days when that leaves fewer than 3 items. Newer items weigh more: 1.0 for 0 to 30 days, 0.6 for 30 to 60 days and 0.3 for 60 to 90 days.
• The account rate is the weighted median of the item rates, so a single viral post does not move it much.
• Play counts take no part in the rate. Reels and posts are on the same follower denominator.

• An item whose like count is hidden or missing is left out, because comments alone would read as near zero. An authoritative zero stays.
• A rate is published only with enough measurable items (an effective sample of at least 3). Below that the value shows as "--", not as zero.
• Stories are not part of the engagement rate.
• The denominator is the current follower count, not the count on the day of the post. The rate is not reach, and it does not say whether the reactions came from real people.
• A weekly report's median per play for Reels has a different denominator, so it is not comparable with the account rate.

Three items with item rates of 4.1%, 5.1% and 7.2%, all in the last 30 days (equal weight): the weighted median is 5.1%.