What is engagement rate?

Engagement rate is the average interactions (likes, replies, reposts) a creator gets per post, divided by their follower count, expressed as a percentage.

Engagement rate measures how actively an audience responds to a creator relative to its size. A creator with 50,000 followers averaging 1,750 interactions per post has a 3.5% engagement rate.

Engagement naturally compresses as accounts grow, so a healthy rate for a 1M-follower account is lower than for a 10K account. Kollab benchmarks engagement on a follower-size curve and by vertical rather than using one flat number.