An Instagram account at 0.9%
Ten recent Instagram posts averaging 0.9% engagement by followers sit well above Socialinsider’s 0.48% average for 2025 and its 0.45% for Q3 2026: a strong result for most brands.
Average engagement rate: Instagram and every platform
The average engagement rate by followers in 2025 was 3.70% on TikTok, 0.48% on Instagram, 0.15% on Facebook and 0.12% on X, according to Socialinsider’s analysis of 198 million brand posts. A good rate is one above your platform’s average and rising over time. Rates fell on most platforms in 2026, and smaller accounts usually beat them.
What is the average engagement rate by platform?
Engagement rate is the share of an audience that interacts with a post. By followers, the average brand post in 2025 earned 3.70% on TikTok, 0.48% on Instagram, 0.15% on Facebook Pages, 0.12% on X (Twitter), according to Socialinsider, 2026 Social Media Benchmarks report (198 million posts from 1.16 million brand accounts, engagement rate by followers). The same report’s 2024 figures and its latest quarter, Q3 2026:
| Platform | 2024 | 2025 | Q3 2026 |
|---|---|---|---|
| TikTok | 2.50% | 3.70% | 2.50% |
| 0.50% | 0.48% | 0.45% | |
| Facebook Pages | 0.15% | 0.15% | 0.13% |
| X (Twitter) | 0.15% | 0.12% | 0.10% |
- TikTok3.70%
- Instagram0.48%
- Facebook Pages0.15%
- X (Twitter)0.12%
What is a good engagement rate?
One above your platform’s average, and rising. Because each platform’s average is so different, a good rate on Facebook (above about 0.15% by followers) would be weak on TikTok (around 3.70% in 2025). Compare each account with its own platform’s figure, for the same period, measured the same way, and treat a steady climb over a few months as the real sign of progress. Smaller accounts usually sit above these averages, so a large account at the average is doing well.
What is the average engagement rate on Instagram?
0.48% by followers for 2025, down from 0.50% in 2024, and 0.45% in Q3 2026, according to Socialinsider. In other words, an Instagram post from a brand with 10,000 followers earns about 48 likes, comments, shares and saves on average. Above roughly 0.5% beats the average brand account. Work out your own with the Instagram engagement rate calculator.
Is engagement going down on social media?
On most platforms, yes. Socialinsider’s Q3 2026 rates sit below its 2025 averages on every platform it tracks. Rival IQ, Social Media Industry Benchmark Report (4M+ posts and 9B+ interactions, 150 companies sampled per industry across 14 industries; 2025 edition, published 25 February 2025) uses a different sample, so its figures never match exactly, but it found the same direction, with engagement falling year over year on every platform it measured:
- X (Twitter)-48% year over year
- Facebook Pages-36% year over year
- TikTok-34% year over year
- Instagram-16% year over year
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 do you calculate engagement rate?
Add up a post’s interactions, divide by the audience and multiply by 100. The audience can be followers, as in the benchmarks above, or the people who saw the post (views or reach), which gives a different number for the same post. Always compare like with like. The free engagement rate calculator does both, and there are versions for TikTok, Facebook and LinkedIn.
How do you compare your engagement rate with a benchmark?
- Find your platform. Look up your platform in the table; each figure is an average across hundreds of thousands of brand accounts.
- Match the method. Check whether the benchmark divides by followers or by views, and calculate your own rate the same way.
- Use the same period. Compare a recent month of your posts with the latest quarter, or a full year with the annual figure.
- Allow for account size. Smaller accounts usually earn higher rates than very large ones, so read the benchmark as a floor, not a target.
- Watch the trend. Whether your rate rises month on month matters more than matching one published average.
What does it look like in practice?
Why TikTok and Facebook look so different
TikTok’s 3.70% against Facebook’s 0.15% reflects how each platform shows content to people, not that a Facebook strategy is 24 times worse; compare each platform with its own average and your own history.
How do you track your engagement rate in SkedCast?
SkedCast’s Insights shows each post’s engagement rate beside its other numbers, worked out the same way on every screen and in every report, using each platform’s own names for its interactions. On Instagram, for example: Interactions divided by views. Where a post has no Interactions figure, likes, comments, shares and saves added up instead (SkedCast calculation). Because SkedCast divides by views rather than followers, its rates are not directly comparable with the follower-based benchmarks above, so compare an account with its own history in SkedCast and use the analytics to see which posts lift it. For LinkedIn, which the benchmark report leaves out, SkedCast’s own figures are the comparison to use.
Engagement rate benchmarks: FAQ
- What is the average engagement rate on social media?
- By followers, in 2025: 3.70% on TikTok, 0.48% on Instagram, 0.15% on Facebook and 0.12% on X (Socialinsider, 198 million brand posts).
- What is a good engagement rate?
- One above your platform’s average and rising over time. On Instagram, anything above about 0.5% by followers beats the average brand account.
- What is the average engagement rate on Instagram?
- 0.48% by followers for 2025, 0.50% for 2024 and 0.45% in Q3 2026, according to Socialinsider.
- Why is LinkedIn missing from the table?
- The Socialinsider report used here does not cover LinkedIn, and no figure is invented to fill the gap; use LinkedIn’s own analytics or SkedCast’s Insights for your rate.
- Does a smaller account get higher engagement?
- Usually, yes: smaller audiences tend to interact at a higher rate than very large ones, though reports disagree on exact figures.
- How is engagement rate calculated?
- Add a post’s likes, comments, shares and saves, divide by followers (or by views), and multiply by 100. Use the same method as the benchmark you compare with.
- Why do Socialinsider and Rival IQ disagree?
- They measure different samples and periods, so their figures never match exactly; both show engagement falling on most platforms.
Sources
Every figure on this page was checked against these pages on 4 November 2026:
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