What counts as engagement?
For all Instagram content types, engagements include:
Likes
Comments
Shares, only when the influencer has opted in and share data is available via the Instagram API
If share data is not available, shares are not included in the calculation.
Shares (opt-in)
Shares_opt_in = Shares provided via the Instagram API when the influencer has opted in
Engagement Rate for non-video Instagram content (posts)
This formula applies to Instagram feed posts and all non-video content.
Formula
ER_non_video = (Likes + Comments + Shares_opt_in) ÷ Followers
How to read this
Add together likes, comments, and shares (if available)
Divide the total by the creator’s follower count
Filtered non-video Engagement Rate
To prevent extreme values from skewing results, non-video Engagement Rate is filtered before being used in profile-level calculations.
Formula
ER_non_video_f = ER_non_video, excluding Z-Factor outliers
How to read this
Start with the non-video Engagement Rate
Remove posts with abnormal engagement values before using the result
Engagement Rate for Instagram Reels (video)
This formula applies only to Instagram Reels.
Formula
ER_video = (Likes + Comments + Shares_opt_in) ÷ Video Views
How to read this
Add together likes, comments, and shares (if available)
Divide the total by the number of views the Reel received
Combining post and Reel Engagement Rates
When both posts and Reels are included, Engagement Rates are combined using a weighted approach based on content volume.
Formula
ER_sum = (ER_non_video_f × Number of non-video posts)+(ER_video × Number of video posts)
How to read this
Multiply each Engagement Rate by the number of posts or Reels
Add the two results together
Instagram profile Engagement Rate
The final Engagement Rate represents overall Instagram performance across all content.
Formula
ER_profile = ER_sum ÷ Total number of posts and videos
How to read this
Divide the weighted Engagement Rate sum by the total number of posts and Reels
Summary
Likes and comments are always included
Shares are included only when opt-in data is available
Post Engagement Rate is based on followers
Reel Engagement Rate is based on views
Outliers are excluded from post calculations
Post and Reel ERs are combined using a weighted average