Average engagement rate by platform
The figures below are from Socialinsider social media benchmarks (2025), which uses engagement by followers for most networks. They are averages across brand accounts, so creators often see higher numbers.
| Platform | Average engagement rate (2025) |
|---|---|
| TikTok | 3.70% |
| 0.48% | |
| 0.15% |
Buffer has reported much higher median LinkedIn engagement, around 8% in early 2025, because LinkedIn divides by impressions and counts clicks. That shows why rates from different methods should never be compared directly.
Is 5% or 8% engagement rate good?
On Instagram or Facebook, a 5% engagement rate by followers is well above the published brand averages. On TikTok or LinkedIn, where rates are measured per view or impression, 5–8% is a solid result rather than an exceptional one. Always check which formula a number uses.
Engagement rate for influencers
Smaller creator accounts usually have higher engagement than large brand accounts, because their audiences are closer to them. When vetting influencers, compare them with creators of a similar size in the same niche, and average 10 or more recent posts.
Engagement rate by reach benchmark
Engagement by reach is always higher than by followers, because reach is smaller. Few studies publish ERR averages, so use your own monthly average as the benchmark. Calculate it with the engagement rate by reach calculator.
Calculate your own rate
Use the engagement rate calculator, or the version for Instagram, TikTok, YouTube, LinkedIn or Facebook.
Frequently asked questions
What is the ideal engagement rate?
There is no single ideal. Beating your platform's published average and your own last three months is a good target.
Why did my engagement rate drop?
Common causes are fewer people seeing posts, a growing audience that is less engaged, or a change in content type.