Demand Report Results
      Back to home
      1. Demand Knowledge Base
      2. Get Started
      3. Demand Report Results

      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

      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      By focusing on recent and relevant activity, we ensure the Engagement Rate reflects current performance, not outdated popularity.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.