Engagement Rate

Category: Social

The share of an audience that interacts with a piece of content.

Formulas vary by platform. Instagram: (likes + comments + saves + shares) ÷ followers. LinkedIn: (reactions + comments + shares + clicks) ÷ impressions. TikTok's algo weights completion rate and shares far above likes. Compare within a single platform against your own trailing 90-day median, never cross-platform.

Related terms

• Impressions

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.