Updated 2026-08-24
Instagram Engagement Rate Benchmarks by Niche
What counts as a good engagement rate depends on the niche and the size of the account. This study measures the average for both across 53,162 creator accounts.
The median Instagram engagement rate sits between 0.63% and 2.02% depending on niche and account size. There is no single number to measure an account against: a business account with 10,000 to 30,000 followers has a median of 0.63%, while a lifestyle account of the same size sits at 1.90% — three times higher at identical follower count. The rate also tends to fall as an account grows. To place your own rate, compare it against your own niche in your own size bracket rather than against a general rule of thumb.
| Niche | Median | Typical range | Top 10% | Accounts |
|---|---|---|---|---|
| Lifestyle | 0.72 – 4.74 % | 10.62 % | 3,354 | |
| Travel | 0.79 – 4.23 % | 9.54 % | 2,894 | |
| Family | 0.80 – 3.83 % | 7.86 % | 463 | |
| Music | 0.78 – 3.88 % | 7.82 % | 1,700 | |
| Fashion | 0.54 – 4.36 % | 9.15 % | 1,666 | |
| Fitness & Wellness | 0.63 – 3.28 % | 6.96 % | 723 | |
| Food | 0.46 – 2.57 % | 5.24 % | 825 | |
| Beauty | 0.38 – 2.71 % | 6.20 % | 1,573 | |
| Business | 0.29 – 2.39 % | 5.99 % | 312 |
| Niche | Median | Typical range | Top 10% | Accounts |
|---|---|---|---|---|
| Lifestyle | 0.65 – 5.05 % | 10.46 % | 5,252 | |
| Music | 0.74 – 3.88 % | 7.74 % | 3,742 | |
| Family | 0.53 – 3.42 % | 7.92 % | 804 | |
| Travel | 0.57 – 3.76 % | 8.29 % | 5,493 | |
| Fashion | 0.37 – 3.37 % | 7.42 % | 3,806 | |
| Fitness & Wellness | 0.42 – 2.75 % | 6.49 % | 1,288 | |
| Beauty | 0.30 – 2.72 % | 6.14 % | 2,736 | |
| Food | 0.37 – 1.87 % | 4.10 % | 1,770 | |
| Business | 0.24 – 1.59 % | 4.14 % | 606 |
| Niche | Median | Typical range | Top 10% | Accounts |
|---|---|---|---|---|
| Music | 0.66 – 3.84 % | 7.89 % | 1,731 | |
| Lifestyle | 0.49 – 3.99 % | 9.20 % | 2,407 | |
| Family | 0.56 – 2.78 % | 6.50 % | 501 | |
| Travel | 0.44 – 3.03 % | 6.32 % | 2,249 | |
| Fashion | 0.30 – 2.70 % | 7.50 % | 1,990 | |
| Beauty | 0.30 – 2.74 % | 6.15 % | 1,090 | |
| Fitness & Wellness | 0.31 – 2.44 % | 5.42 % | 707 | |
| Food | 0.27 – 1.84 % | 3.60 % | 866 | |
| Business | 0.25 – 2.08 % | 5.04 % | 352 |
| Niche | Median | Typical range | Top 10% | Accounts |
|---|---|---|---|---|
| Lifestyle | 0.83 – 4.13 % | 8.86 % | 543 | |
| Family | 0.85 – 3.71 % | 5.50 % | 130 | |
| Music | 0.84 – 5.25 % | 9.74 % | 311 | |
| Travel | 0.66 – 3.55 % | 8.49 % | 323 | |
| Fashion | 0.60 – 3.97 % | 7.46 % | 285 | |
| Beauty | 0.56 – 3.12 % | 8.32 % | 166 | |
| Business | 0.28 – 2.48 % | 6.37 % | 92 | |
| Food | 0.42 – 1.97 % | 3.64 % | 218 | |
| Fitness & Wellness | 0.40 – 2.34 % | 4.30 % | 194 |
Median — half of accounts sit above, half belowTop 10% — the level only the strongest tenth reach
Niche matters more than size
At identical follower counts (10,000 to 30,000), the median in Business is 0.63% and in Lifestyle 1.90%. Same size, same reach, a threefold difference — from subject matter alone. Anyone adopting a blanket target of "1 to 3 percent" is measuring half of all niches wrongly.
So where does your account sit?
The engagement rate calculator reads your recent posts and compares your rate against exactly the row in this table that matches your niche and size.
Calculate your engagement rate