Engagement Rate (ER) is a popular social media metric that helps measure the effectiveness of creators' actions and better understand how much of their audience is engaged with their content. ER numbers show how good the quality of creators' posts is.
How is TikTok Engagement Rate calculated?
TikTok Engagement Rate is calculated as the sum of likes, comments, shares divided by the number of views.
Thus, the formula is pretty easy and can be written as the following:
[(Number of likes + number of comments + number of shares) / number of views] X 100%
At HypeAuditor, we use the latest 30 posts to calculate an influencer's ER.
Once you know the engagement rate of an account, you can analyze it and understand if it's high, average, or low. In HypeAuditor, we have a benchmark which compares the ER of a creator with similar accounts on the market. To learn more about how we benchmark metrics in TikTok report, please see How do you benchmark metrics in TikTok Report?.
For brands and marketers, Engagement Rate is a key signal when evaluating potential creators for a campaign. A high ER indicates that a creator's audience actively interacts with their content — not just passively scrolls past it — making it a stronger indicator of content quality and audience connection than follower count alone. Comparing a creator's ER against the benchmark for similar accounts helps identify whether their performance is above or below the market standard before committing to a partnership.