We recently changed the way we calculate engagement rate for Instagram posts in our Analytics. This article covers what changes were made, and why.
What are the new Instagram engagement rate formulas?
The new engagement rate formulas we’re using for Instagram are as follows:
|Instagram static posts, including Multi-Photo (carousel) posts||(Likes+Comments+Saves) ÷ Reach|
|Instagram Reels, including video feed posts||(Likes+Comments+Saves+Shares) ÷ Reach|
|Overall for Instagram *||(Likes+Comments+Saves+Shares) ÷ (Reach for Reels + Reach for static posts)|
What was the old formula?
The old engagement rate formula was (Likes+Comments) ÷ Followers
Why the change?
We updated the formulas we use to better and more accurately measure the engagement rate for different types of Instagram posts, based on our research.
Specifically, Reach has shown to be a more accurate and preferable metric than Followers. This is because not all of your followers will see all of your posts, and Reach captures the non-followers who may be finding and engaging with your content as well. Saves and Shares were added since they are different types of post interactions, and valuable indicators of interest, in addition to just Likes and Comments.
What does this mean for my analytics?
Your past and current Later Analytics for Instagram have all automatically been updated based on the new formulas.
Where can I find my Instagram engagement rates in Later?
On app.later.com on desktop, click Analytics in the sidebar, then select your Instagram profile from the dropdown at the top of the page.
On the Overview tab under Best Performing Posts, you’ll see your top-performing posts (Reels not included) based on engagement rate.
You can also see the engagement rates for all of your posts and Reels on the Post Performance and Reel Performance tabs, respectively. Learn more about Instagram Analytics