What is a good engagement rate on Instagram Reels?
Anything above 3%. Counting likes and comments per view, the typical creator's Reels get 2%, the top quarter 3% or more and the top 10% 4.2% or more. That's far lower than TikTok, where the typical rate is 6.4%.
What we found
- Typical: 2% likes and comments per view. Top quarter: 3% or more. Top 10%: 4.2% or more.
- Likes do most of the work: the typical Reel is liked by 1.9% of viewers and commented on by 0.08%.
- Typical views per Reel: 1,300 at 1k–10k followers, 4,100 at 10k–100k, 32,000 at 100k–1M.
- Instagram doesn't report saves and shares in public data, so these rates count likes and comments only.
Instagram Reels by follower count
| Followers | Typical views | Engagement | Top quarter |
|---|---|---|---|
| 1k–10k | 1,300 | 2% | 3.1%+ |
| 10k–100k | 4,100 | 1.9% | 2.7%+ |
| 100k–1M | 32,000 | 2.3% | 3.2%+ |
Each creator's typical Reel, then the spread across creators.
How we know: We took the typical (median) rates on each creator's Reels from July to October 2026, for 216 Instagram creators, then the spread across creators.
Read the full study: How many views and likes should you actually be getting?
Related questions
How do you calculate engagement rate on Instagram Reels?
Add up likes and comments and divide by views (plays). Dividing by followers mixes up how many people saw the Reel with how much they liked it.
Is 5% engagement good on Instagram?
Yes, per view that's better than the top 10% of creators in our data (4.2% or more).
Why is Instagram engagement lower than TikTok?
We can only count likes and comments on Instagram, and Reels viewers like and comment less per view than TikTok viewers do.