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First-party dataEdition of 25 August 2026n = 76 creators in cohort

The OwlScran Creator Index

Creator engagement benchmarks, measured from live media kits.

Compiled by the OwlScran team from connected-account data.

FindingsFiguresTable 1MethodologyReferencesFAQ

Abstract

As of the 25 August 2026 edition, across 76 live OwlScran media kits with connected social accounts, the median TikTok engagement rate is 7.0% of views (middle half: 4.2% to 9.4%, n = 61), and the median Instagram engagement rate is 7.4% of accounts reached (middle half: 4.7% to 11.4%, n = 59), and the median YouTube engagement rate is 2.8% of views (middle half: 2.1% to 4.2%, n = 37).

These figures are measured from connected-account data and recomputed nightly. Engagement is counted per view or per account reached, not per follower, and a figure is published only once at least 30 creators contribute to it.

Figures

TikTok

n = 61

7.0%

4.2% - 9.4%

Instagram

n = 59

7.4%

4.7% - 11.4%

YouTube

n = 37

2.8%

2.1% - 4.2%

Facebook

n = 2

—

withheld

0%3.5%7%10.5%14%
Figure 1.Engagement rate by platform. Median engagement rate per platform, with the middle half of creators (25th to 75th percentile) shown as a band. Engagement is likes and comments per post, divided by views (TikTok, YouTube) or accounts reached (Instagram, Facebook).

All platforms

n = 76

41.4k

17.8k - 139k

TikTok

n = 61

19.1k

4.4k - 57.9k

Instagram

n = 59

TikTok

n = 61

12.6k

1.9k - 90.1k

Instagram

n = 59

16.8k

4.7k - 59.1k

YouTube

n = 37

Table 1. Summary statistics

Table 1.Summary statistics. n is the number of creators contributing to each cell. P25 and P75 are the 25th and 75th percentiles.
PlatformnP25MedianP75
Engagement rateshare of views (TikTok, YouTube) or accounts reached (Instagram, Facebook)
TikTok614.2%7.0%9.4%
Instagram594.7%7.4%11.4%
YouTube372.1%2.8%4.2%
Facebook2withheld †
Followersfollowers per creator
All platforms7617,78341,362139,050
TikTok614,44119,07757,855
Instagram5911,16424,72075,361
YouTube371,41011,00055,400
Facebook2withheld †
Typical post performanceaverage views or accounts reached per post
TikTok611,89212,56590,093
Instagram594,69116,78159,071
YouTube371,0878,04325,028
Facebook2withheld †

† Cell suppressed: fewer than the minimum cohort of creators contributed, so no figure is published [3]. Withheld never means zero.

Methodology

How the index is built

1. Cohort

The cohort is every OwlScran creator with a live media kit and at least one connected social account. Stats sync straight from Instagram, TikTok, YouTube and Facebook, so there is no self-reporting and no survey. Creators who have not finished connecting their accounts are excluded.

2. Metric definitions

Engagement rate is average likes and comments per post, divided by average views (TikTok, YouTube) or average accounts reached (Instagram, Facebook). It measures how the people who actually saw a post responded. It is not the older follower-based rate, which divides by follower count, so the two are not comparable. Post performance is each creator’s average views or accounts reached per post, taken over their recent posts.

3. Estimation

Each figure is the sample median with the interquartile range [2]. Quantiles use linear interpolation (type 7 in the standard taxonomy [1]), the same default as R and NumPy. We report medians rather than means because creator metrics are heavy-tailed: one very large account would move an average a long way, but barely moves a median.

4. Suppression

A cell is published only when enough creators contribute to it. This follows the k-anonymity principle [3]: small cohorts could make a published figure traceable to individual creators, so cells below the minimum are withheld entirely. We never estimate, interpolate or backfill a missing value.

5. Freshness

Connected accounts resync and the index recomputes every night. The page refreshes daily and each edition states the date it was computed.

6. Limitations

The cohort is creators who chose to use OwlScran, not a random sample of all creators, so treat these figures as benchmarks for active, monetising creators rather than for every account on each platform. Platforms also define reach and views differently, so cross-platform comparisons are indicative rather than exact.

References

  1. [1]Hyndman, R. J. and Fan, Y. (1996). Sample quantiles in statistical packages. The American Statistician, 50(4), 361-365. doi:10.1080/00031305.1996.10473566
  2. [2]Tukey, J. W. (1977). Exploratory Data Analysis. Reading, MA: Addison-Wesley. ISBN 978-0-201-07616-5.
  3. [3]Sweeney, L. (2002). k-anonymity: a model for protecting privacy. International Journal of Uncertainty, Fuzziness and Knowledge-Based Systems, 10(5), 557-570. doi:10.1142/S0218488502001648

Cite this page

Quote any figure with its edition date and sample size. This page is the canonical source: it always shows the current edition, and the figures refresh nightly.

The published figures are licensed CC BY 4.0: you are welcome to reuse them with credit to OwlScran and a link to this page. CC BY 4.0

OwlScran Ltd (2026). The OwlScran Creator Index: engagement and audience benchmarks from live creator media kits. https://www.owlscran.com/creator-benchmarks (edition of 25 August 2026).

Questions

About these benchmarks

What is a good TikTok engagement rate?

In the 25 August 2026 edition of the OwlScran Creator Index, across 61 live OwlScran media kits, the median TikTok engagement rate is 7.0% of views, and the middle half of creators sit between 4.2% and 9.4%. If your rate is above 7.0%, you are ahead of half of the real creators in the index. We measure engagement per view, not per follower.

What is a good Instagram engagement rate?

In the 25 August 2026 edition of the OwlScran Creator Index, across 59 live OwlScran media kits, the median Instagram engagement rate is 7.4% of accounts reached, and the middle half of creators sit between 4.7% and 11.4%. If your rate is above 7.4%, you are ahead of half of the real creators in the index. We measure engagement per account reached, not per follower.

What is a good YouTube engagement rate?

In the 25 August 2026 edition of the OwlScran Creator Index, across 37 live OwlScran media kits, the median YouTube engagement rate is 2.8% of views, and the middle half of creators sit between 2.1% and 4.2%. If your rate is above 2.8%, you are ahead of half of the real creators in the index. We measure engagement per view, not per follower.

How is the engagement rate calculated?

Engagement rate is average likes and comments per post, divided by average views (TikTok and YouTube) or average accounts reached (Instagram and Facebook). This measures how the people who actually saw a post responded to it. It is not the older follower-based rate, which divides by follower count, so the two are not directly comparable.

Where does this data come from?

Every figure is computed from creators who connected their real social accounts to OwlScran. Stats sync straight from the platforms, so there is no self-reporting and no survey. We publish medians and interquartile ranges only, a cell needs at least 30 creators before it appears, and no individual creator's numbers are ever disclosed.

Why is a figure missing?

A missing figure means fewer creators contributed to that cell than our minimum of 30. We withhold the cell entirely rather than publish a weak or identifiable number. Missing never means zero.

How often do these benchmarks update?

Creator stats sync from the platforms and the index recomputes every night. The published page refreshes daily, and each edition states the date it was computed.

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24.7k

11.2k - 75.4k

YouTube

n = 37

11k

1.4k - 55.4k

Facebook

n = 2

—

withheld

1k10k100k1M
Figure 2.Audience size by platform. Median follower count per platform on a logarithmic scale. Creator audiences are heavy-tailed: a few very large accounts would drag any average upward, which is why the index reports medians.

8k

1.1k - 25k

Facebook

n = 2

—

withheld

1k10k100k
Figure 3.Typical post performance by platform. Median average views per post (TikTok, YouTube) or accounts reached per post (Instagram, Facebook), on a logarithmic scale.