Demystifying Social Media Engagement Rates in 2024
In early 2024, a beauty influencer with under 10,000 followers posted a skin-care routine on Instagram Reels. Within two days, it hit 1.2 million views, generated a 25% engagement rate, and resulted in three sponsorship offers. Meanwhile, a mega influencer with 500k followers posted a similar video that performed just average. So, what gives?
Welcome to the evolving world of social media engagement rates—a key yet often misunderstood metric in digital marketing. As platforms shift algorithms and user behavior pivots, engagement no longer simply rewards follower counts. Instead, it’s increasingly about authenticity, timing, and understanding what engagement looks like for each platform.
Let’s break down why engagement rate still matters, how to calculate it accurately, and what benchmarks you can trust heading into the rest of 2024.
What Is Engagement Rate and Why It Still Matters
In plain terms, engagement rate is the percentage of your audience that interacts with your content. Likes, shares, comments, saves—these are all signals that your audience cares, is paying attention, and might take action.
Engagement = Interactions ÷ Reach (or Followers) × 100
It’s tempting to chase views or follower growth, but social media engagement gives you a sense of genuine influence. It tells brands, platforms, and even algorithms that your content provokes a response—which can lead to higher visibility, monetization opportunities, and community growth.
Platform-by-Platform Breakdown: Engagement Benchmarks in 2024
Not all platforms are created equal. Engagement metrics function differently depending on the structure of each social network. Here are the benchmarks so far in 2024:
- Average engagement rate for Reels: 1.2%–2.5%
- Carousels: Still outperform single images, with 3% averages
- Stories: 4%–7% view-through rates, but swipe-up actions are declining
Instagram rewards consistency and visually appealing content more than ever. According to Crescitaly's dashboard data, Reels with organic engagement (not boosted via ads) tend to rank longer in algorithmic feeds, especially among creators with fewer than 50K followers.
TikTok
- Average engagement rate: 4%–9% for accounts under 100K followers
- Videos that hit the FYP: Can spike beyond 15%
The TikTok algorithm remains one of the most dynamic out there. It doesn’t matter if you have 500 followers or 5 million—the rate of interactions per view drives amplification. Engagement on TikTok is also more ephemeral; what goes viral today may tank tomorrow.
YouTube
- Likes + Comments per view: 0.5%–1% on average
- Community tab engagement: Emerging as a sleeper hit with higher CTRs
- YouTube Shorts: Engagement rates approaching TikTok territory (~5% in some niches)
Long-form engagement is different—it’s about watch time. Most creators now calculate session duration and comment sentiment alongside their likes-to-view ratios to assess performance properly.
Telegram
- Post view rate: 30%–60% depending on group size
- Reactions and comment rates: Higher in channels vs. groups
Telegram engagement can surprise marketers not familiar with its open-but-private dynamic. Using Crescitaly's advanced panel tools, some brands have reported 10x higher click-through rates (CTR) from Telegram pushes than Instagram ads—particularly for crypto, tech, and niche products.
How to Accurately Calculate Engagement Rate
Depending on your goals and platform strategies, you can calculate engagement in a few ways:
Based on Followers
Useful for brands evaluating long-term creator influence.
- Engagement Rate = Total Interactions ÷ Total Followers × 100
Based on Reach
Ideal for campaign-specific content, especially with paid support.
- Engagement Rate = Total Interactions ÷ Unique Users Reached × 100
Based on Impressions
Helpful when posts are repeatedly served across sessions (e.g., Stories).
- Engagement Rate = Total Interactions ÷ Total Impressions × 100
Whichever formula you use, consistency is key. Don’t jump between metrics week to week—track one type closely to identify real patterns.
Red Flags: When Engagement Isn’t What It Seems
It’s 2024—everyone knows followers can be bought. But did you know engagement can too? If evaluating creators, here are warning signs of false engagement:
- Comment spam with generic replies ("Nice!" "Love it!") across many posts
- Sudden spikes in engagement unlinked to post quality or trends
- Engagement from accounts with no profile photos, bios, or content
Tools like Crescitaly.com help marketers analyze actual engagement health. Their panel reveals anomalies in engagement timing, verified actions, and whether a user’s interaction history supports their digital legitimacy.
Strategies to Improve Engagement Authentically
Authentic engagement is more attainable than most think. Here's what’s actually working in 2024:
1. Time-to-Comment Format
On Instagram and YouTube, posts that immediately ask for viewers’ takes ("Which outfit do you love most?") generate 40% more comments.
2. Use Native Features
Boost content visibility with IG polls, TikTok stickers, YouTube’s Community tab, and Telegram reactions. Each platform favors in-house tools.
3. Share Behind-the-Scenes or “Fail” Moments
Authenticity over polish drives engagement—especially among Gen Z users.
4. Post at the Right Time (But Not the Same Time)
Based on Crescitaly insights, optimal posting windows vary by vertical. Fitness creators perform best on weekends, while finance content spikes mid-week around lunch hours.
5. Cross-Link with Intent
Don’t just drop a TikTok link in your Instagram bio. Repurpose content with context or incentives for different platform audiences.
Final Thoughts: Engagement Is the Currency of Community
For creators, brands, and marketers navigating social media in 2024, engagement isn’t just a number—it’s a pulse check on whether your content resonates with real people. Likes can be gamed. Followers can be faked. But consistent, quality interaction? That still signals trust and audience value.
Heading into the next quarter, double down on emotionally intelligent content, diversified formats, and transparent use of performance tools like Crescitaly's analytics. Monitor engagement like a living metric—not a vanity one—and the results will more than just surprise you. They’ll drive actual growth.
Meta Title: Social Media Engagement Rates in 2024
Meta Description: Discover what engagement rates look like across Instagram, TikTok, YouTube, and Telegram—and how to boost them with real strategies.
Tags: Social media engagement, Instagram, TikTok, YouTube, Telegram, SMM panel, Crescitaly, influencer marketing, Reels strategy, content performance
