Instagram & TikTok. Enter your stats, get your ER instantly with 2025 benchmarks by creator tier.
Jem Social's database of 30M+ creators shows real engagement data, audience demographics, and performance history.
Use these benchmarks to evaluate any creator's engagement rate. Rates naturally decrease as follower count grows — always compare within the same tier.
| Tier | Followers | Poor | Below Avg | Average | Good | Excellent |
|---|---|---|---|---|---|---|
| Nano | 1K–10K | <1.5% | 1.5–2.5% | 2.5–4% | 4–6% | >6% |
| Micro | 10K–100K | <1% | 1–1.8% | 1.8–3% | 3–5% | >5% |
| Macro | 100K–1M | <0.5% | 0.5–1% | 1–2% | 2–3.5% | >3.5% |
| Mega | 1M+ | <0.3% | 0.3–0.7% | 0.7–1.5% | 1.5–2.5% | >2.5% |
| TikTok | ||||||
| Nano | 1K–10K | <3% | 3–5% | 5–8% | 8–12% | >12% |
| Micro | 10K–100K | <2% | 2–3.5% | 3.5–6% | 6–9% | >9% |
| Macro | 100K–1M | <1% | 1–2% | 2–4% | 4–7% | >7% |
| Mega | 1M+ | <0.5% | 0.5–1.2% | 1.2–2.5% | 2.5–5% | >5% |
Sources: Collabstr 2025, HypeAuditor Benchmark Report 2025, Modash, Social Cat. Benchmarks are averages across all niches — fashion and beauty typically run lower; education and finance typically run higher.
Instagram: (Average Likes + Comments + Saves per post) ÷ Followers × 100. Saves are optional but improve accuracy since Instagram's algorithm weights them heavily.
TikTok: (Average Likes + Comments + Shares per video) ÷ Followers × 100. Shares are included for TikTok because they represent strong intent to spread content — more so than on Instagram.
For best results, average your last 10–15 posts. Single posts can be outliers — especially if one video went viral or significantly underperformed.
It depends on your follower count. Nano-influencers (1K–10K) should aim for 4%+, micro-influencers (10K–100K) for 3%+, macro creators (100K–1M) for 1.5%+, and mega creators (1M+) for 1%+. Anything below these ranges is considered below average and may indicate low-quality content, a disengaged audience, or purchased followers.
TikTok's For You Page algorithm distributes content to non-followers at a much higher rate than Instagram's Explore. This means a TikTok video can get thousands of likes and comments from people who don't follow you, while your follower count stays the same — making the ER appear higher. It's also a more interactive format that naturally encourages likes, comments, and shares.
Not always. Engagement pods — groups of creators who artificially like and comment on each other's content — can inflate engagement rates without real audience interest. Check comment quality: genuine engagement has specific, contextual replies. Generic comments like "Great post!" or fire emojis in bulk are a red flag regardless of ER.
Yes, if you have access to that data. Saves are a strong signal of content quality — they indicate someone found your post valuable enough to return to. Instagram's algorithm weighs saves heavily when deciding who to show content to. If you're calculating ER for a creator you don't manage, you won't have access to their saves data, so use likes + comments as a proxy.
Jem Social's database of 30M+ creators shows real engagement data, audience demographics, and past campaign performance — so you can filter by ER, niche, and platform before you reach out.
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