SocialInstagram Engagement Rate Benchmarks 2026
A data study based on 1,365 public Instagram accounts we track — median engagement rate by follower size, topic and city.
Updated: July 31, 2026 · Sample: 1,365 accounts
Key findings
- Across 1,365 public Instagram accounts we track, the median engagement rate is 2.87%.
- Smaller accounts engage more: accounts under 10K followers have a median engagement rate of 8.16%, versus 1.72% for accounts over 1M followers.
- By topic, Lifestyle & Vlog accounts show the highest median engagement rate (3.98%).
Engagement rate by follower size
Engagement rate is measured against audience size, so bigger accounts usually show a lower percentage.
| Follower size | Accounts | Median engagement | Median likes | Median comments |
|---|---|---|---|---|
| Under 10K | 31 | 8.16% | 144 | 17 |
| 10K – 100K | 260 | 3.58% | 1.4K | 76 |
| 100K – 1M | 847 | 3.04% | 8.6K | 290 |
| Over 1M | 227 | 1.72% | 32K | 786 |
Engagement rate by topic
| Topic | Accounts | Median engagement |
|---|---|---|
| Lifestyle & Vlog | 521 | 3.98% |
| Comedy & Entertainment | 67 | 3.73% |
| Fashion & Style | 179 | 3.52% |
| Food & Cooking | 221 | 2.95% |
| Fitness & Health | 78 | 2.40% |
| Beauty & Makeup | 78 | 2.32% |
| Travel & Places | 144 | 2.08% |
| Doctors & Health Pros | 101 | 1.88% |
| Tech & Business | 211 | 1.68% |
| News & Media | 172 | 0.80% |
Engagement rate by city
Methodology
Each account's engagement rate is computed as (average likes + average comments) ÷ followers × 100 from its recent public posts. The figures here are medians (not means) so a few outliers don't skew the result. Sample: 1,365 public accounts. Full method on the methodology page.
You are welcome to cite these figures with attribution to Social Media Loyalty.
Frequently asked questions
What is the average Instagram engagement rate in 2026?
In our dataset the median engagement rate is about 2.87%, but it depends heavily on account size. Check your own with the engagement rate calculator.
Do smaller accounts have higher engagement?
Yes — the data shows median engagement rate rises as follower count falls. Compare accounts in the directory.
How was this data collected?
From the recent public posts of the accounts we track, using (avg likes + avg comments) ÷ followers × 100. See the methodology.
Can I get this data via an API?
Yes — look up the engagement rate of any public username with the Engagement Rate API.
Check your own account with the calculator, compare accounts in the directory, or access the data with the API.