Creator engagement-rate benchmarks: measured on 11,286 accounts — Xiaohongshu (RED) median 8.25%, 35× the X (Twitter) median

Key finding: Measured across 5 platforms and 11,286 accounts, the platform median of peak-post engagement rate ranges from 8.25% on Xiaohongshu (RED) down to 0.24% on X (Twitter) — a 35× spread; the gap between follower tiers is small (under-10K accounts sit at 0.9× of 1M+ accounts) — on this metric "small beats big" does not hold, and platform is the dominant effect.

Search "what is a good engagement rate" and you mostly get a vague "1%–5%". That number is unusable: the normal band differs several-fold by platform and by follower tier, so checking any creator against one universal figure misjudges them.

Below are quartiles measured across 11,286 creator accounts in our index. The metric is uniform: peak-post engagement ÷ followers — a number any brand can recompute in 30 seconds from a creator's profile.

Benchmarks by platform

How to read it: a creator sitting below the 25th percentile for their platform means "many followers, few viewers" — a dormant or partly bought audience. Above the 75th is genuinely strong — though a rate many times the median deserves suspicion of purchased engagement, not applause.

By follower tier

The measured conclusion: the gap between follower tiers is small (under-10K accounts sit at 0.9× of 1M+ accounts) — on this metric "small beats big" does not hold, and platform is the dominant effect. Industry folklore says small accounts crush big ones on engagement — that folklore is based on the average metric, and on this page's peak-post metric it does not hold: the gap between size tiers is far smaller than the gap between platforms. Which is exactly why we measure instead of repeating received wisdom — and whatever the tier gap, pick the platform first, then benchmark within platform and tier remains the only stable method.

A note on the metric

This table uses peak post rather than average engagement because it is the only metric we can measure uniformly across every platform in the index — average-based data covers only some platforms, and mixing metrics would break cross-platform comparability. Peak-post rates run naturally higher than averages, so when checking a creator against this table, use their best recent post, not their average. To estimate a fair rate from average engagement, use the rate estimator.

Methodology

The sample is 11,286 creator accounts indexed and validated inside Koinon Link. It is not every creator on these platforms, and it is not a random sample — it comes from our keyword-driven collection, which skews toward AI software, e-commerce and gaming.

"Suspected inflated" is our own anomaly detection, not a platform-official flag: it looks at whether follower growth arrived in vertical steps, whether the engagement-to-follower ratio sits far outside the normal band for that platform and size tier, and how templated the engagement looks. It means "worth a manual check", not "this account is definitely cheating".

All figures are recomputed daily; this page shows the most recent run.