What’s a Good Engagement Rate on Instagram in 2025?

Instagram engagement is your best metric for whether your content resonates with your audience. If your followers interact, share, and take action based on your posts, then it’s a sign that you’re creating compelling content. But what exactly is a “good” engagement rate on Instagram, and how do you know if yours is on track?

What is Instagram Engagement?

Engagement on Instagram isn’t just about likes. It’s any interaction—comments, shares, saves, and even direct messages. If people respond to your posts, you’re creating something people care about. The ultimate goal is connecting with your audience and gaining consumer trust.

Here’s a simple formula to figure out your current engagement rate:

Engagement Rate = (Total Engagements ÷ Total Followers) × 100

What’s Considered a Good Engagement Rate on Instagram?

According to Hootsuite, a reasonable engagement rate on Instagram for 2025 is around 1-5% — a huge number, right? Not. It may sound small, but you’d be surprised how this translates to individual user likes, comments and shares. 

Don’t be disheartened if your engagement rate falls below 1-5%. Remember, focus on consistency and growth. If you aim to grow your Instagram following, aim for a benchmark of around 4-5% engagement.

How to Improve Your Engagement Rate

A strong engagement rate doesn’t just happen—it results from a strategy that blends audience insights, high-quality content, and consistent posting. This is where a Social Media Management agency like Kula comes in.

1. Understand Your Audience
   Who is your ideal customer? Tailor your content to your audience’s preferences. Think about their location, needs and how you solve their problem. Using data-driven insights to guide your social media marketing strategy will help create more meaningful interactions.

2. Create Compelling Content
   Think outside the box with your content. Video posts, carousel images, and even GIFs often get more engagement than static images. A social media manager will help you experiment with different content formats to engage your followers. At Kula, we focus on fun, bold content that’s impossible to miss.

3. Set Clear Objectives
   What’s your end goal? Is it to increase brand awareness or drive traffic to your website? Set clear goals and track your progress so you know what success looks like for your Instagram strategy.

4. Test, Test and Test Again!
   A/B testing is crucial. Keep experimenting with different types of content, posting times, and captions to see what resonates best with your audience. You’ll be surprised at the impact a minor tweak can have on your engagement rate.

Organic vs Paid Instagram Strategy

Organic content only takes you so far. Combine the power of organic posts with strategic paid ads to get your content in front of a whole new audience. Organic posts help build trust, while paid ads amplify your reach.

A social media marketing agency can help you find the sweet spot between organic and paid strategies to maximise engagement whilst minimising spend.

Pro Tips for Boosting Engagement

• Experiment with Post Types
  Carousel and video posts are some of the highest performers on Instagram. A variety of formats will keep your feed fresh and exciting. Be bold and get behind the camera for tutorials—customers love to see the people behind the brand.

• Repurpose Content
  Repurposing your content gives you more bang for your buck. If you record an extended interview or tutorial, crop it into several snippets, et voila, you’ve got a week’s worth of content from one video!

• Tell a Story
  Your story is what differentiates you from your competitors. Share your brand story to meet your customers on an emotional level. Great content is memorable and is more likely to receive engagement.

Let’s Elevate Your Instagram Strategy

Whether you’re looking to drive sales, build your brand, or simply grow your community, understanding and improving your engagement rate is key. If you’re ready to take your Instagram game to the next level, partnering with a social media marketing agency could be your ticket to success.

Need help crafting an Instagram strategy that works? Let’s chat. As a leading digital marketing agency, we’re here to create compelling, engaging content that resonates with your audience, builds your brand, and ultimately boosts your engagement.