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Engagement rate - Instagram Glossary

Engagement rate is total interactions on a post divided by an audience number, as a percentage. Divided by followers it measures audience health; divided by reach it measures content quality. Typical rates fall as accounts grow, so the benchmark depends entirely on account size.

The two versions answer different questions and get confused constantly. By followers tells you what share of the people who opted in still care. By reach tells you what share of the people who saw it responded - which is much closer to the signal Instagram itself uses when deciding on further distribution.

Benchmarks by size, roughly: 4-8% under a thousand followers, 2.5-5.5% from one to ten thousand, 1.8-4% up to fifty thousand, and under 2% past a million. An account whose rate falls while absolute interactions rise is not declining - it is accumulating followers faster than engagers, which is normal.

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