The engagement rate (ER) shows what share of the audience actually interacts with the content. The calculation differs by platform because the interactions are normalized differently:
- Instagram: the average of likes and comments of the last 9–12 posts, divided by the follower count. For reels we additionally calculate (likes + comments) / plays.
- TikTok: likes and comments divided by the number of views.
- YouTube: (likes + comments) / views per video or short.
While many influData metrics use the median, the engagement rate deliberately uses the average of the latest posts so that viral content is included — in our experience this gives a clearer picture of a creator's recent performance. You see the ER in the search results and on the profile; the detailed scores on the Quality Score tab break engagement down further by content type (like vs. comment engagement, reels vs. posts, videos vs. shorts).
Applies to:InstagramTikTokYouTube