Likes are vanity, and comments are sanity, but only in the context of your niche. Below are the updated benchmarks so you know where “good” stops and “great” starts.

1. Quick Formula Refresher

Engagement Rate (ER) = (likes + comments + saves) ÷ followers × 100

For Reels, swap in total plays instead of likes if you want a view-based ER.

2. 2025 Engagement Benchmarks by Niche

Niche Follower band Solid ER Great ER
Fashion & Beauty < 50 k 2 – 5 % 6 %+
Travel & Hospitality < 100 k 1.8 – 4 % 5 %+
Fitness & Wellness < 250 k 2 – 4 % 5 %+
Food & Beverage < 100 k 2 – 4 % 5 %+
Luxury (jewelry, supercars) < 250 k 1.5 – 3 % 4 %+
Tech (B2B/SaaS) < 50 k 1 – 2 % 2.5 %+
Finance/Investing < 50 k 1 – 2 % 3 %+
Education/EdTech < 100 k 2 – 4 % 5 %+
Non-profit/Cause < 250 k 3 – 6 % 7 %+
Gaming & Esports < 500 k 2 – 4 % 5 %+

 

Note: Engagement naturally tapers as the audience grows; adjust goals upward or downward by ~0.5 pp per every additional 100k followers.

3. Micro-Factors That Shift the Target

1. Content format — Reels often deliver lower like rates but higher view rates; carousels flip that ratio.

2. Region — LATAM and SEA audiences interact more; EU tends to skim quietly.

3. Caption language — Posts in multilingual feeds usually trade ER for reach.

4. Paid-ad mix — Heavy promo lowers organic ER; benchmark against organic posts only.

4. Rapid-Fix Playbook If You Lag

Issue Symptom 48-hour Fix
Low comment depth Comments < 5 words End captions with open question & pin best reply
Like slump Likes drop 20 % vs. 30-day avg Test a 3-image carousel; first slide = curiosity gap
Story exits high 50 % exit on slide 1 Add poll sticker on first frame to hook viewers
Save count flat Saves < 5 % of likes Post checklist graphic or “swipe to keep” carousel

 

5. Utility & Originality Checklist (Run Monthly)

Question Quick Test Fix if “No”
Does each post solve a micro-problem? Skim the first 2 lines. Add actionable takeaways upfront.
Are visuals consistent in palette? Grid view scan. Limit to two neutrals + one accent.
Is the audience encouraged to speak? Comment threads? End posts with open-ended queries.
Have you removed dormant bots? Audit follower list quarterly. Block obvious spam; ER rises.
Do you recycle the top 10% of posts every 60 days? Scheduler queue check. Slot them back with fresh hooks.

 

Pass all five, and ER typically rises 0.2–0.5 pp within one posting cycle.

Key Takeaway

Engagement goals aren’t one-size-fits-all. Use the table as your compass, watch micro-factors, apply rapid fixes, and audit utility & originality monthly. Sustainable growth beats daily posting sprints every time.

 

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