What's a Good Engagement Rate for Brand Deals?
5 min read
Brands increasingly ask about engagement rate, not just followers — because it shows whether your audience actually pays attention. Here's what the number means, how to work it out, and what counts as "good."
How to calculate engagement rate
A simple version: add up the interactions on a post (likes + comments + saves + shares), divide by your follower count, and multiply by 100. Average it across your recent posts for a fair picture rather than using one viral hit.
What counts as a good rate
- Smaller accounts usually have higher rates. Nano creators often see higher engagement than big accounts — that's normal and a selling point.
- Context matters more than a fixed number. A low-single-digit percentage is common; higher is strong. Rates vary a lot by platform and niche, so treat any benchmark as a rough guide, not a rule.
- Consistency beats one spike. Brands trust a steady rate across many posts more than a single viral outlier.
How to show it to brands
Don't just claim a number — show it. Verified stats pulled straight from the platform are far more convincing than a figure you typed in. Creatrne calculates and displays this for you from real Instagram and YouTube data inside your media kit.
Frequently asked questions
How do you calculate engagement rate?
Add up the interactions on a post (likes, comments, saves, shares), divide by your follower count, and multiply by 100. Average this across several recent posts for an accurate picture.
What is a good engagement rate for a creator?
It varies widely by platform, niche, and account size, and smaller accounts often have higher rates than large ones. Rather than chasing a fixed number, aim for a consistent rate across many posts and be ready to show it with verified stats.
Do brands care more about followers or engagement?
Many brands now weigh engagement heavily because it shows whether an audience actually responds. A smaller creator with strong, consistent engagement can be more attractive than a large account with passive followers.
Put this into practice with Creatrne
Creatrne helps creators draft personalized pitch proposals, build a verified media kit, and track every brand conversation in one place. You stay in control — Creatrne never messages brands for you.
See how it works