Skip to content
SkedCast
Start free

Free lookup

Average engagement rate: Instagram and every platform

Average engagement rate per post, by platform, from Socialinsider’s 2026 report (70 million posts analyzed): TikTok leads at 3.70%, ahead of Instagram at 0.48%, Facebook at 0.15%, and X at 0.12%. A second source, Rival IQ, uses a different sample and reports year-over-year declines instead of the same flat figures — the disagreement itself is a reminder that no single number applies to every account.

Average engagement rate per post

Average engagement rate per post, by platform
PlatformAvg. engagement rate
TikTok3.70%Highest of the four platforms measured; was 2.60% in Q2 2026 per the same report.
Instagram0.48%
Facebook Pages0.15%
X (Twitter)0.12%

Source: Socialinsider, 2026 Social Media Benchmarks report (70 million posts analyzed, January 2024-December 2025). socialinsider.io/social-media-benchmarks. LinkedIn is not included because that report does not cover it.

A second source, and why the numbers will not match exactly

Rival IQ, Social Media Industry Benchmark Report (4M+ posts and 9B+ interactions, 150 companies sampled per industry across 14 industries) uses a different sample and a different methodology from Socialinsider’s, so it will never produce identical numbers — that disagreement is expected, not an error. Its most recent edition found engagement falling year over year on every platform it measured:

  • X (Twitter)-48% year over year
  • Facebook Pages-36% year over year
  • Instagram-16% year over year

Source: rivaliq.com/blog/social-media-industry-benchmark-report. Its per-industry figures are presented as charts on that report rather than a single table, so they are not reproduced here as exact numbers.

Does engagement rate depend on follower count?

Engagement rate and follower count consistently move in opposite directions across influencer-marketing industry surveys: smaller accounts (roughly 1,000-10,000 followers, often called "nano") typically post several times the engagement rate of large accounts (1M+, "macro" or "mega"). Reported ranges vary widely by report, platform and content niche — commonly somewhere around 4-10% for nano accounts versus roughly 1-1.5% for macro/mega accounts — so treat any single figure here as a rough starting point, not a benchmark to hit.

How to read an engagement rate benchmark

  1. Check the platform row. Find your platform in the table; the figure is an average across a very large, mixed sample.
  2. Read the methodology. Note the sample size and date range next to the source, since a benchmark from a different period may no longer apply.
  3. Account for follower count. Smaller accounts typically post noticeably higher engagement rates than very large ones, so adjust your expectation for your own account size.
  4. Calculate your own rate. Use the engagement rate calculator with your own followers, likes, comments and shares to get a comparable number.
  5. Compare direction, not just level. Whether your rate is trending up or down over a few months usually matters more than matching a published average exactly.

Worked examples

Comparing your Instagram rate to the benchmark

If your last ten Instagram posts average 0.9% engagement against Socialinsider’s 0.48% platform average, that is meaningfully above the broad benchmark — a good sign, not a number to second-guess just because it looks unusually high.

Why TikTok and Facebook numbers look so different

TikTok’s 3.70% average versus Facebook’s 0.15% reflects real differences in how each platform’s algorithm surfaces content, not a sign that a Facebook strategy is 24 times worse; compare a platform to its own history, not to a different platform’s number.

Engagement rate benchmarks: FAQ

What counts as a good engagement rate?
It depends heavily on platform, niche and follower count, so there is no single good number; use the platform average here as a rough baseline and your own trend over time as the more meaningful signal.
Why does LinkedIn not have a number in the main table?
The Socialinsider report used for the main table does not cover LinkedIn, and no figure is invented to fill the gap; check the platform’s own analytics for a LinkedIn-specific number instead.
Does a smaller account really get higher engagement?
Directionally yes, across most reports on the topic — smaller, more engaged audiences tend to interact at a higher rate than very large ones — though exact percentages vary too widely between reports to state one precise figure.
Why do Socialinsider and Rival IQ disagree?
They analyze different samples with different methodologies, so their numbers were never going to match exactly; both are legitimate, differently-scoped reports rather than one being right and the other wrong.
How is engagement rate actually calculated?
Most reports divide total interactions (likes, comments, shares) by follower count or by reach, then average that across many posts; the engagement rate calculator on this site shows the exact formula.
Should I be worried if my rate is below the platform average?
Not automatically. The platform average blends every niche and content type together, so a below-average rate in a naturally lower-engagement niche can still be a strong result for that niche.

More on this topic

Ready to broadcast everywhere?

Sign up free — no credit card. You land on the Free plan, and you can start a one-time 7-day Studio trial from your workspace whenever you are ready. Connect your first accounts, import a batch, and watch one post fan out across every platform.

Start freeLog in to your console