How to calculate engagement rate for your media kit

Engagement rate is the number brands use to sanity-check your reach. Report it clearly, state the method, and it becomes your best pricing argument.

The three common formulas

• ER by followers = (likes + comments) ÷ followers × 100. Easy, but flattering on small accounts and punishing on large ones.
• ER by reach = (likes + comments + saves + shares) ÷ reach × 100. The most honest for Reels and the version media buyers prefer.
• ER by views = total interactions ÷ views × 100. Best for TikTok and short-form video.

Pick one, label it, and average your last 10–12 posts — never a single winner.

What is a good number?

As rough guidance on Instagram: under 1% is weak, 1–3% is normal, 3–6% is strong, and above 6% is excellent for accounts over 50k. Nano accounts naturally run higher. Context beats benchmarks: a 2% rate on a high-intent niche audience can outperform a 7% rate on entertainment content.

Report it like a professional

Write it as "4.6% ER (interactions ÷ reach, last 12 posts, 30 days)". That one parenthesis removes suspicion and separates you from creators who report their best day. Add saves and shares beside it — see which Instagram stats to include.

Use it to price

Engagement rate is the main multiplier on top of audience size in rate card pricing, and it is the second thing a brand checks in your media kit. Keep it live on your link and refresh it monthly inside your media kit.

Keep going: see how to build an influencer media kit or start from a ready-made media kit template.

Build it online instead of in a file

If you would rather use an online media kit maker than edit a document, compare the options first: media kit maker vs builder vs generator, or see what a free online media kit creator should include.