Glossary · Vetting and audience
Engagement rate
Interactions on a post divided by the audience that could have seen it. Engagement rate is the share of followers (or reach) that like, comment, save or share. It falls as audiences grow, which is why it must be read against the creator's size tier.
Why it matters
A raw engagement number means nothing without a benchmark. 2% is strong for a mega account and a warning sign for a nano one.
Formula
Engagement rate = (likes + comments [+ saves + shares]) ÷ followers × 100
How Zaver measures it
The insight report shows engagement rate next to the benchmark for the creator's tier, and branded versus organic engagement separately.
Related terms
Engagement benchmarkAuthenticity scoreBranded vs organic engagementAll terms