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What Is a Good Engagement Rate in 2025?

Categories: 
Author
Lauren Patterson
Published
July 14, 2025

In social media marketing, engagement rate is a common metric used to measure how often people interact with a brand's content. It's a number that helps compare performance across posts, platforms, or time periods. So what is a good engagement rate in 2025?

This article explains what an engagement rate is, how it's calculated, and what factors influence it. It also explores whether this metric still carries the same weight it once did.

What Is An Engagement Rate?

Engagement rate is a percentage that shows how much of an audience interacts with a piece of content. It's often used to evaluate how well content is performing on social media.

When someone likes your Instagram post, comments on your TikTok, or shares your tweet, that's engagement. The engagement rate takes all these interactions and compares them to your total audience size.

The basic formula looks like this:
Engagement Rate = (Total Engagements ÷ Reach or Followers) × 100

For example, if your post gets 50 likes and comments combined, and you have 1,000 followers, your engagement rate would be 5%.

Different platforms count different types of engagement:

  • Instagram: Likes, comments, saves, and shares
  • TikTok: Likes, comments, shares, and video completions
  • Facebook: Reactions, comments, and shares
  • LinkedIn: Likes, comments, shares, and clicks

What's A Good Engagement Rate Across Platforms?

Not all social platforms are created equal when it comes to engagement. Each has its own audience behaviors and content formats that affect how people interact.

Here's what's considered good in 2025:

PlatformAverage RateGood RateRecent Trends
Instagram0.5–1.2%>1.5%↓ Declining slightly
TikTok2.5%>3%Highest overall
Facebook1.0%>1.5%Stable
LinkedIn2.8%>3%Growing

TikTok continues to lead the pack with the highest average engagement rates. The platform's focus on short, entertaining videos naturally encourages more interaction.

Instagram has seen engagement rates drop a bit as the platform gets more crowded. Getting above 1.5% puts you ahead of most accounts.

Account size matters too. Smaller accounts (under 10,000 followers) often see higher engagement rates because their audience is usually more dedicated. As follower counts grow, engagement rates typically drop—even for the biggest influencers.

How To Calculate Your Engagement Rate

Calculating your engagement rate isn't rocket science, but there are a few different ways to do it.

1. Use The Basic Formula

The simplest method is to add up all your engagements (likes, comments, shares, etc.) and divide by your follower count. Then multiply by 100 to get a percentage.

Let's say you post a photo on Instagram that gets:

  • 200 likes
  • 15 comments
  • 5 shares

If you have 5,000 followers, your engagement rate would be:
(220 ÷ 5,000) × 100 = 4.4%

That's pretty good! Based on our chart above, you're doing better than average.

2. Adjust For Reach Vs Followers

There's a debate about whether to use followers or reach in the calculation:

  • Follower-based: Uses your total follower count as the denominator
  • Reach-based: Uses the number of unique people who actually saw your post

The reach-based method is more accurate because it only counts people who had a chance to engage. Not all your followers see every post you make!

If that same post with 220 engagements reached 2,000 people (not your full 5,000 followers), the reach-based engagement rate would be:
(220 ÷ 2,000) × 100 = 11%

That's a big difference! This method gives you a clearer picture of how engaging your content is to the people who actually see it.

What Factors Are Influencing Engagement Rate This Year?

Several trends are affecting engagement rates in 2025:

  1. Algorithm changes: Social platforms keep tweaking how content appears in feeds. Instagram now prioritizes original content over reshared posts, while TikTok favors videos that keep people watching longer.
  2. Content overload: There's more content than ever competing for attention. The average person scrolls through hundreds of posts daily but only engages with a small fraction.
  3. Silent viewing: Many users now consume content without interacting. They watch your video or read your post but don't leave a like or comment. This "lurking" behavior has become more common.
  4. Short attention spans: People make split-second decisions about whether to engage. If your content doesn't grab attention in the first few seconds, you'll likely lose the engagement opportunity.

"Engagement is no longer just about likes and comments. It's about creating moments that resonate enough to break through the passive scrolling habit." - Social Media Today

Different industries also see different engagement rates. Travel, food, and entertainment content typically gets more engagement than finance or B2B content. This makes sense—people are more likely to double-tap a beautiful beach photo than a post about tax preparation!

Does Engagement Rate Even Matter Anymore?

The short answer: yes, but it's complicated.

Engagement rate is still important because it shows if people care about your content. When someone takes the time to like, comment, or share, they're showing real interest—not just passively consuming.

High engagement also helps with visibility. Most social algorithms favor content that gets lots of interaction, showing it to more people. This creates a positive cycle where engagement leads to more reach, which can lead to more engagement.

But there are some good reasons not to obsess over engagement rate:

  • Silent engagement is real: Many people watch your content without leaving visible engagement. They might screenshot your post, click your profile, or remember your brand—none of which shows up in engagement metrics.
  • Quality over quantity: A few meaningful comments from your target audience can be more valuable than hundreds of random likes.
  • Different goals need different metrics: If your goal is brand awareness, reach might matter more. If you're driving website traffic, click-through rate is more important.

The truth is that engagement rate is just one piece of the puzzle. It's a helpful indicator, but not the only one that matters.

How Can I Boost Engagement?

Want to bump up those engagement numbers? Here are some strategies that work in 2025:

1. Optimize Post Timing

Posting when your audience is most active makes a huge difference. According to Sprout Social, these are generally the best times to post:

  • Instagram: Mondays through Thursdays between 10 a.m. and 3 p.m.
  • TikTok: Wednesdays between 2 and 5 p.m.
  • Facebook: Mondays through Sundays starting either at 8 or 9 a.m.
  • LinkedIn Company Pages: Tuesdays, Wednesdays and Thursdays starting at 10 a.m. and extending for one to three hours, respectively

Every audience is different, though. Check your analytics to find your specific peak times.

2. Leverage Short-Form Video

Short videos continue to get the highest engagement across platforms. They're easy to consume and share.

TikTok-style vertical videos work well everywhere now—even LinkedIn has embraced the format. Keep videos under 60 seconds for best results.

3. Encourage Meaningful Comments

The algorithm loves comments more than likes. Ask questions that are easy to answer but still interesting:

  • "Which would you choose?"
  • "What's your experience with this?"
  • "Drop an emoji that describes your reaction"

Reply to comments to double the engagement and build community. Even a simple "Thanks for sharing!" shows you're listening.

4. Collaborate With Relevant Creators

Partnering with other creators in your niche can introduce your content to new audiences who are likely to engage.

You don't need mega-influencers—micro-influencers (under 50K followers) often have higher engagement rates and more dedicated followers.

Where To Focus Next

While engagement rate is useful, a balanced approach to social media metrics works best.

At That RANDOM Agency, we look at engagement as part of a bigger picture. We track how engagement translates to website visits, email signups, and eventually sales or other business goals.

The most successful brands in 2025 focus on creating genuine connections rather than chasing engagement for its own sake. They create content that resonates with their specific audience, even if it doesn't appeal to everyone.

Looking ahead, storytelling will continue to drive meaningful engagement. People connect with authentic stories more than polished, corporate content.

To explore a custom approach to your social media strategy, request a proposal with our team.

FAQs About Engagement Rates

What if my engagement rate is different on each social platform?

This is completely normal. Each platform has different user behaviors and algorithms. Focus on comparing your performance to benchmarks specific to each platform rather than expecting similar rates across all your channels.

How can I benchmark against competitors in low-engagement industries?

Compare yourself to direct competitors rather than global averages. In industries like finance or healthcare where engagement is typically lower, being slightly above your competition is more meaningful than hitting general benchmarks.

Is a declining engagement rate always a problem?

Not necessarily. As your account grows, engagement rates often decrease while total engagement increases. Focus on the actual number of interactions rather than just the percentage.

Should I prioritize engagement rate over follower growth?

Quality engagement from a smaller, dedicated audience typically delivers better results than low engagement from a large follower base. Focus on building meaningful connections rather than just growing numbers.

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