What is Considered a Good or Average Engagement Rate for Instagram in 2025?

Josh Wambugu

May 6
6 min read

Instagram engagement rate in 2025 is what everyone’s watching now. In today’s landscape, it’s not just about how many people follow you; it’s about how your audience interacts with what you post. Do they double-tap? Leave comments? Save your content for later? That’s where the value lies.

Whether you’re a brand planning your next campaign or an influencer trying to stand out, knowing what qualifies as a good engagement rate is more important than ever.

What Is an Engagement Rate on Instagram?

Think of engagement rate as the real performance score of your content. It’s not about how many eyeballs saw your post—it’s about how many cared enough to take action.

The basic formula looks like this:

(Likes + Comments + Saves) ÷ Followers × 100

It’s clean, it’s simple—but it’s also evolving. In 2025, Instagram’s algorithm counts engagement across more than just the feed. Reels, Stories, Collabs, and even Notes are part of the mix now. A sticker tap on a Story or a reply to a Broadcast Channel? That’s valid engagement.

Find Your Industry’s Benchmark Today!

Not sure what qualifies as a good engagement rate in your niche?
AWISEE offers detailed benchmark reports across influencer tiers and verticals:

Fashion
Beauty
Fitness
SaaS

Get in touch with AWISEE to access tailored insights for your next campaign.

How Instagram’s Algorithm Affects Engagement in 2025

Let’s not sugarcoat it—Instagram’s algorithm in 2025 is complex.

It’s no longer enough to just post at noon with the perfect hashtag stack. Instagram’s AI now customizes feeds based on how users behave, down to the second. If your post doesn’t catch interest immediately, it can vanish into the algorithm void.

That’s why features like interactive polls, carousel quizzes, and sticker questions are more than just fun—they boost engagement and visibility.

The takeaway? To beat the algorithm, your content needs to do more than show up. It has to invite a response.

What Is a Good Engagement Rate for Influencers On Instagram?

Here’s where things get really interesting. The question on everyone’s mind: What is a good Instagram engagement rate for influencers in 2025?

Well, it depends. But here’s a general scale to find out good engagement rate for influencers:

Below 1% – That’s a warning sign.
1%–3% – This is your average engagement rate on Instagram. Not bad, not amazing.
3%–5% – Very good. Most brands would be happy with this.
5%+ – Top tier. That’s where engagement gets powerful.

But context matters. A micro-influencer in fashion pulling 2.8% might be more valuable than a viral meme page sitting at 6%. Why? Because brand alignment and trust trump sheer numbers.

And of course, there’s the authenticity factor. In 2025, if something feels off? Audiences sense it instantly—and they disengage just as fast.

Instagram Engagement Rate in 2025 Benchmarks by Follower Count

Let’s zoom in.

Instagram interaction rates vary dramatically depending on follower size and creator type. Here’s how they break down by influencer tier in 2025:

Surprised? Most people are.

It turns out that in a nano vs. macro influencers comparison, smaller creators often build tighter, more engaged communities. They reply to DMs, comment back, and create real bonds. That builds trust—which drives engagement. Larger influencers, especially celebrities, tend to feel more distant. Their accounts? Often just digital billboards.

This is why social media engagement benchmarks aren’t one-size-fits-all—they’re tiered and contextual.

Instagram engagement rate in 2025 by Influencer Tier

This infographic compares engagement rates across five influencer tiers. Nano influencers lead with rates ranging from 4% to 8%, while celebrities typically see less than 1%. The chart highlights how smaller creators consistently outperform larger ones in audience interaction and trust.

What Does a High Engagement Rate Actually Mean?

Let’s say someone has a 6% engagement rate. Awesome, right?

Well… maybe.

Before you celebrate, ask yourself: What kind of engagement is it?

Because likes from bots or generic “great post!” comments aren’t going to help much. But real questions, shares, and saves? Those are signs that your content mattered.

That’s why Instagram metrics for brand collaboration now look beyond numbers. Brands want substance. They want to know that the creator’s audience is actually listening—and not just scrolling past.

Humor is the new strategy—Marketing with Memes: The Voice of Influencers in 2025 explores how brands can go viral without selling out.

The Quality of Engagement: Comments vs. Likes vs. Saves

Let’s be honest—not all engagement is created equal.

So, you’ve got a bunch of likes? Cool. But what you really want are saves and comments. Why? Because these show people didn’t just see your post… they felt something.

Here’s the hierarchy of engagement on Instagram in 2025:

Saves = Top-tier. It means someone’s saying, “I’ll need this later.”
Comments = Deep value. Your content made someone stop, think, and talk back.
Likes = Still matter—but honestly, it’s the lowest lift.
Shares & Reposts = Extra meaningful—especially when people share it with friends or communities.
Story Interactions (polls, sliders, question boxes) = Huge in 2025, with Instagram pushing Stories harder than ever.

So if you’re chasing better numbers in the Instagram engagement rate in 2025 landscape, go beyond surface-level likes. Build content that encourages real actions.

Common Engagement Rate Myths Debunked

There are way too many myths about engagement out there—let’s clear the air.

Myth #1: “More followers = better engagement”
Actually, the opposite is often true. As audience size increases, the engagement rate usually drops. TechCrunch has reported on how even large influencers struggle to keep engagement high as algorithms evolve.
Myth #2: “Every niche has the same benchmark”
Wrong. A cooking influencer and a fintech creator won’t perform the same way—and shouldn’t be judged on the same scale.
Myth #3: “Engagement = Likes”
Likes are only one piece of the puzzle. Comments, saves, shares, and Story replies often tell a far better story.

If you’re setting social media engagement benchmarks, don’t just stick to outdated metrics. Today, smarter measurement wins.

How to Calculate and Compare Instagram Engagement Rates

Let’s get a bit technical—but keep it simple. Wondering how to measure Instagram engagement in 2025?

There are two main ways to measure engagement:

By Followers – The classic formula:
(Likes + Comments + Saves) ÷ Followers × 100
By Reach (ERR) – More modern and accurate:
(Total Interactions ÷ Reach) × 100

More and more marketers in 2025 are leaning toward engagement rate by reach. Why? Because it reflects how engaged your actual viewers are, not just your follower count.

Wondering how to calculate and compare Instagram engagement rates across creators or brands? Here are three tools people swear by:

HypeAuditor – Great for influencer vetting
Modash – Ideal for campaign management
Social Blade – Public-facing and simple

Tracking consistently gives you the edge when evaluating content performance or planning partnerships.

How to Improve Your Instagram Engagement Rate in 2025

Let’s face it—not every post hits. But you can improve your odds.

If you’re aiming to increase Instagram engagement, start with these proven tactics:

Use clear CTAs in captions. “What do you think?” works wonders.
Add interactive stickers to Stories. Polls, sliders, and quizzes = instant feedback.
Post at the right time—and yes, timing still matters.
Hop on trending audio or formats, especially with Reels.
Reply to DMs and comments—build that relationship.
Partner with other creators—collabs expand reach and deepen trust.

Boosting your Instagram engagement rate in 2025 is not about tricks. It’s about being consistent, conversational, and human.

Why Engagement Still Matters for Brand Collaborations

Let’s say you’re a brand choosing between two influencers:

One has 500K followers and a 0.8% engagement rate.
Another has 25K followers and a 6.2% engagement rate.

You already know who’s more valuable.

That’s why Instagram metrics for brand collaboration now go deeper than vanity numbers. Brands want influence, not just exposure. And engagement is how they measure it.

In fact, what is a good Instagram engagement rate for influencers in 2025 is one of the first questions clients ask. It’s the clearest signal of how involved and active a creator’s audience really is.