"What is a good engagement rate?" is one of the most searched questions in influencer marketing, and most of the answers online are global averages from other markets. Here are real numbers from Indian creators instead: the recent posts of 55 creators we work with, most of them based in Nagpur, measured in October 2026.
How we measured it
Engagement rate = (likes + comments on a typical post) ÷ followers
For each creator we took the median likes and the median comments across their recent posts, added them, and divided by the follower count. Using the median rather than the average stops one viral post from flattering an account.
The benchmarks
Across all 55 creators, the median engagement rate was 1.9%. The middle half of creators fell between 0.7% and 4.7%.
By audience size, the difference is dramatic:
- Nano (under 10K followers): a median of 11.2%, with the middle half between 6.7% and 18.6%.
- Micro (10K–100K): a median of 1.5%, with the middle half between 0.7% and 3.7%.
- Mid-tier and above (100K+): a median of 0.6%, with the middle half between 0.3% and 1.0%.
So what counts as good depends entirely on size. A 3% engagement rate is weak for a nano creator, good for a micro creator and exceptional for an account with 2 lakh followers.
Why engagement falls as accounts grow
- Small audiences are personal. A nano creator's followers are often friends, classmates and neighbours — people who like and comment out of genuine connection.
- Big audiences are passive. Many followers of a large account followed for one viral post and mostly scroll past.
- Reels reach non-followers. Likes from people who don't follow the account count towards engagement too, which helps small creators whose Reels are being pushed to new people.
A quick rule of thumb
Compare a creator only with creators of a similar size:
- Under 10K followers: worry below 5%; strong above 15%.
- 10K–100K: worry below 0.7%; strong above 3.5%.
- Above 100K: worry below 0.3%; strong above 1%.
These are from our roster's spread, not universal laws — but a creator well below the lower figure for their size deserves a closer look before you book.
Engagement is not the whole picture
- Views matter more for Reels. A Reel can be watched by many people who never like it. Check recent Reel views as well — see followers vs views.
- Comments beat likes. Twenty real comments say more than two hundred likes. Read them: are people asking where to buy, or just dropping emojis?
- Watch for fakes. Very high likes with almost no comments, or comments that could be about any post, are warning signs.
- Saves and shares don't show publicly, but a creator can share them from insights — they are the best sign a post was useful.
Using this when you book
Ask for engagement and recent Reel views together, compare within the same size band, and then compare price per view — explained in how to calculate CPV. If you'd rather not do the maths, send us your brief and our shortlist will include each creator's numbers.
Creators: want to know what your numbers are worth? Try the free rate calculator.