--- title: What is the Engagement Rate and how is it calculated? description: "Understanding Engagement Rate in Audiense Demand: Why It Matters and How It Works" --- [Skip to content](https://help.audiense.com/en/knowledge/demand-intelligence/engagement-rate#main-content) English Show submenu for translations ![logo-demand-color](https://help.audiense.com/hs-fs/hubfs/logo-demand-color.png?width=119&height=30&name=logo-demand-color.png) Open main navigation Close main navigation - English Show submenu for translations - - [Contact us](https://help.audiense.com/en/knowledge/demand-intelligence/kb-tickets/new) [Contact us](https://help.audiense.com/en/knowledge/demand-intelligence/kb-tickets/new?hsLang=en) Demand by Audiense knowledge base - There are no suggestions because the search field is empty. 1. [Demand Knowledge Base](https://help.audiense.com/en/knowledge/demand-intelligence?hsLang=en) 2. [FAQs](https://help.audiense.com/en/knowledge/demand-intelligence/faqs?hsLang=en) # What is the Engagement Rate and how is it calculated? ## Understanding Engagement Rate in Audiense Demand: Why It Matters and How It Works In today’s crowded digital landscape, **followers aren’t everything**. While follower count shows audience size, it doesn’t tell you how connected, responsive, or active that audience really is. That’s why Audiense Demand is introducing a new and highly requested metric: **Engagement Rate**. This metric shifts the focus from just size to actual influence, giving users a richer, more reliable way to evaluate digital entities across platforms. ### What is Engagement Rate? In simple terms, **Engagement Rate measures how actively an audience interacts with a creator or brand’s content**. It helps you go beyond vanity metrics like followers or subscribers by focusing on what matters most—*audience interaction*. #### Engagement Rate Formula: #### **Engagement Rate = (Average Likes ÷ Followers) × 100** This formula tells you the percentage of an audience that regularly engages with posts. The higher the percentage, the more loyal and responsive the audience is likely. ![Engagement rate - Audiense Demand](https://help.audiense.com/hs-fs/hubfs/Engagement%20rate%20-%20Audiense%20Demand.png?width=688&height=422&name=Engagement%20rate%20-%20Audiense%20Demand.png) ### How is Engagement Rate Calculated in Audiense Demand? We’ve developed an approach that provides reliable and comparable data across platforms: - **Platforms included**: Instagram, TikTok, YouTube (X coming soon) - **Data window**: Last 2 months - **Posts analyzed**: Up to 500 per account (minimum 10 posts) - **Active accounts only**: Entities must have posted within the last 3 months By focusing on recent and relevant activity, we ensure the Engagement Rate reflects current performance, not outdated popularity. ### How to Use It in the Platform Engagement Rate is now visualized in your Demand report interface. Here’s how to get the most out of it: 1. **View Top Entities** By default, you’ll see the entities with the highest Engagement Rate across all platforms combined. 2. **Sort and Filter** Want to focus on a specific platform like TikTok or YouTube? Use the filters to narrow your view by channel or entity type. 3. **Compare Specific Entities** Select multiple entities to compare their Engagement Rates side-by-side, especially useful for vetting talent or understanding creator performance in a niche. 4. **Download Full Data** If your report includes more than 20 entities, you can export the complete list with Engagement Rate included for deeper analysis. ### Cross-Channel Perspective Just like the rest of Audiense Demand, **Engagement Rate is built with a cross-platform mindset**. Rather than looking at one channel in isolation, it enables users to evaluate audience interaction *holistically* across: - Instagram - TikTok - YouTube - (and soon, X) This makes it easier to understand where a creator or brand performs best and where growth opportunities may exist. - [About Demand Intelligence](https://help.audiense.com/en/knowledge/demand-intelligence/about-demand-intelligence?hsLang=en) - [Demand Report Creation](https://help.audiense.com/en/knowledge/demand-intelligence/demand-report-creation?hsLang=en) - [Demand & Influencer Report Results](https://help.audiense.com/en/knowledge/demand-intelligence/demand-influencer-report-results?hsLang=en#main-content) - [Demand Report Results](https://help.audiense.com/en/knowledge/demand-intelligence/demand-influencer-report-results?hsLang=en#demand-report-results) - [Influencer Report Results](https://help.audiense.com/en/knowledge/demand-intelligence/demand-influencer-report-results?hsLang=en#influencer-report-results) - [Demand Useful Features](https://help.audiense.com/en/knowledge/demand-intelligence/demand-useful-features?hsLang=en) - [Use Cases](https://help.audiense.com/en/knowledge/demand-intelligence/use-cases?hsLang=en) - [FAQs](https://help.audiense.com/en/knowledge/demand-intelligence/faqs?hsLang=en) [![logo-audiense-product-description-discovery](https://help.audiense.com/hs-fs/hubfs/logo-audiense-product-description-discovery.png?width=135&height=40&name=logo-audiense-product-description-discovery.png "logo-audiense-product-description-discovery")](https://www.audiense.com) Help Center Copyright © 2026, Audiense