Work out an engagement rate four different ways, and see why the four disagree.
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Leave empty where the network has no such thing.
Accounts that saw it.
Times shown, duplicates included.
Only if the numbers above cover several.
Interactions divided by the number of accounts that saw it. The fairest of the four, and the one to use if you have the number — it measures the post rather than the account.
Divided by times shown, which counts the same person twice if they scrolled past twice. Always the lowest of the four, and the one a platform's own dashboard tends to show.
Divided by audience size. The number everybody quotes and compares, and the one that flatters a small account and punishes a large one, because reach does not scale with followers.
The same, averaged over the posts in the period. Use it when the interactions above cover more than one post.
No benchmark is shown here on purpose. A useful average would have to be specific to the network, the size of the account and the year, and every widely-quoted figure fails at least two of those. Compare these numbers against your own last month instead — that is a comparison where both sides were measured the same way.
The same interactions are divided by four different denominators, because the phrase means four different things and the numbers people quote at each other are rarely the same one.
Reach is the fairest: it measures the post rather than the account. Impressions is always lowest, because it counts the same person twice if they scrolled past twice. Followers is the one everybody compares, and the one that flatters a small account.
No benchmark is shown. A useful average would have to be specific to the network, the size of the account and the year, and the figures in circulation are specific to none of those.
Reach, if you have it — it measures the post rather than the account. Use the same one every time, and be sure you know which one any figure you are comparing against used. Most arguments about engagement rate are two people using different denominators.
We are not going to give you a number. Every widely-quoted benchmark is either unsourced, years old, or averaged across account sizes that behave nothing like each other. The comparison that means something is against your own previous month, measured the same way.
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Influenar turns one brief into a quarter of scheduled posts across eight networks, and feeds what each one earned back into the next brief. The measuring you are doing by hand here is the part it does on its own.