TikTok, Instagram and YouTube Engagement Rate Benchmarks

What's a good engagement rate on TikTok, Instagram or YouTube? Compare median engagement rates for posts by UK and US creators in 19 categories on all three platforms (July to September 2026), and 12 months of TikTok from 56,514,436 organic posts.

How we measure the July to September 2026 figures: posts by UK and US creators whose primary category in Kyra's AI creator analysis is that category, with at least 1,000 followers on the platform measured (subscribers on YouTube), uploaded 1 July to 30 September 2026. Engagement rate by views is (likes + comments + shares + saves) ÷ views on TikTok, (likes + comments) ÷ plays on Instagram (videos and Reels only), and (likes + comments) ÷ views on YouTube (Shorts and long-form). Each post is counted at its latest capture, and only if that was at least 7 days after upload; posts with fewer than 100 views and the few with more engagements than views are removed. Posts flagged as advertising are left out: on TikTok, TikTok Shop posts and posts with TikTok's branded-content label or a hashtag such as #ad, #sponsored, one containing "partner" or one TikTok marks as commercial; on Instagram, the paid-partnership label or #ad, #sponsored or a hashtag ending in "partner" in the caption; on YouTube, the same hashtags in the title or description (YouTube's own paid-promotion label isn't in our data). Not flagged isn't the same as unpaid. Every figure is a median, and the middle half runs from the 25th to the 75th percentile. We don't show a figure based on fewer than 200 posts, and we flag any based on fewer than 20 creators. Kyra collects YouTube videos for far fewer channels than it tracks on TikTok and Instagram, so the YouTube figures describe the channels Kyra collects, not the whole category on YouTube. The three platforms count engagement differently, so these are three separate benchmarks, not a comparison between platforms. Beauty, fashion and technology figures come from their reports (pulled 18 to 21 October 2026); the other categories were pulled 29 October 2026 with the same method. The 12-month TikTok figures: engagement rate is (likes + comments + shares + saves) divided by views for each post, and every figure is a median across posts by UK and US creators in the category, with no minimum follower count, uploaded October 2025 to September 2026. Organic posts only: we excluded TikTok Shop posts and posts flagged as advertising (TikTok's branded-content label or a disclosure hashtag such as #ad), as well as posts with fewer than 100 views and the few with more engagements than views. Each post is counted at its latest capture, and only if that was at least 7 days after upload.

Kyra's published figures in one place: influencer marketing statistics

To compare a creator with these benchmarks, work out a creator's engagement rate, or use the Instagram engagement rate calculator for Reels and posts.