SocialAbout these engagement statistics
What is engagement rate?
Engagement rate measures how actively an account's audience interacts with its content, relative to its size. A higher rate usually indicates a more active, responsive following.
How we calculate it
For each account we take its most recent posts (up to 16, excluding pinned posts), average the likes and average the comments, add those two averages together, and divide by the follower count — expressed as a percentage:
Engagement rate = (avg likes + avg comments) ÷ followers × 100
Average video views
For accounts that post videos and reels, we also report the average and median views across recent videos (using a sample of the latest videos, with a one-outlier adjustment on the median so a single viral clip doesn't skew it).
Why large accounts show low percentages
Engagement rate is relative to audience size, so accounts with tens or hundreds of millions of followers almost always show low single-digit or fractional percentages, while smaller, tightly-knit communities show higher rates. This is expected — it does not mean a large account is "less engaging" in absolute terms.
Where the data comes from
All figures are computed from publicly available data for public Instagram accounts and reflect the most recent snapshot we collected. Each account page shows a "data as of" date.