How to calculate engagement rate in 2026

Key takeaways

1. Engagement rate measures how many people interact with your social content relative to reach, impressions, or follower count. It includes actions like likes, comments, shares, and saves, but not passive views.
2. The most common formula is engagement rate by reach (ERR): total engagements divided by reach, multiplied by 100. Different formulas suit different goals, from organic posts to paid campaigns.
3. A good engagement rate typically falls between 1% and 5%, but benchmarks vary significantly by platform and industry. Always compare against your specific platform and industry, not a universal standard.
4. Tracking engagement rate over time shows which content resonates, which formats to prioritize, and where to adjust your strategy. Perch by Hootsuite automates that tracking across all your accounts, and social media analytics tools can also provide industry benchmarks for comparison.

What is engagement rate?

Engagement rate is a social media metric that measures how much of your audience actively engages with your content. It defines the amount of interaction a piece of content (or a campaign, or a whole account) gets compared to reach or audience size.

Engagement metrics vary by channel, but in general, it’s any action someone takes to interact with your content, including likes, comments, shares, saves, poll responses, messages, or link clicks. Because each platform counts engagement a little differently, it helps to know exactly what actions feed into your social media engagement rate before you calculate it.

Bonus!!!

Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.

Why does engagement rate matter?

Engagement rate matters because it shows whether your content is actually connecting with your audience. When people take the time to like, comment, share, or save a post, it’s a strong signal that they find it interesting or useful.

Second, higher engagement rates help you get better visibility on social media platforms. That’s because social algorithms surface more engaging content to new audiences.

A lot of engagement on your content also makes you look more trustworthy and appealing to first-time profile visitors, especially if there’s an active conversation happening in your comments. For enterprise teams, engagement rate is also one of the clearest ways to prove social ROI to leadership, since it ties content performance to real audience behavior.

What counts as engagement on each platform?

Engagement is any action a user takes to interact with your content, but the specific actions that count vary from platform to platform. Knowing what feeds into the formula helps you calculate an accurate engagement rate and compare performance fairly across channels.

Here’s what typically counts as engagement on each major social network:

• Instagram: Likes, comments, shares, saves, and replies to Stories.
• TikTok: Likes, comments, shares, saves, and follows generated by a video.
• Facebook: Reactions, comments, shares, and clicks on links or buttons.
• LinkedIn: Reactions, comments, shares (reposts), and clicks.
• X (Twitter): Likes, replies, reposts, quote posts, and clicks.
• Pinterest: Saves (repins), comments, clicks, and close-ups.

Passive metrics like impressions and views usually don’t count as engagement on their own, since they measure exposure rather than interaction. When in doubt, check the platform’s analytics to confirm which actions it includes before running your numbers.

How to calculate engagement rate (6 formulas)

The standard engagement rate formula is total engagements divided by reach, multiplied by 100. That said, there are six variations worth knowing, because each one uses a different denominator and answers a slightly different question.

1. Engagement rate by reach (ERR): Most common.
2. Engagement rate by post (ER post): Best for specific posts.
3. Engagement rate by impressions (ER impressions): Best for paid content.
4. Daily engagement rate (Daily ER): Best for long-term analysis.
5. Engagement rate by views (ER views): Best for video.
6. Cost per engagement (CPE): Best for influencer marketing or conversion-based campaigns.

1. Engagement rate by reach (ERR): Most common

This is the most common engagement rate formula. ERR measures the percentage of people who interact with your content after seeing it.

Here’s how to calculate engagement rate for a single post:

ERR = total number of engagements on a post / reach of that post * 100

To calculate the average ERR across multiple posts, add together the ERR for each post and divide by the total number of posts:

Average ERR = Total ERR / Number of posts

For example: Post 1 (3.4%) + Post 2 (3.5%) / 2 = 3.45%

Pros: Because not all followers see every post, ERR is often more accurate than follower-based metrics, especially in algorithm-driven feeds. Reach includes both followers and non-followers who discover content through search, shares, hashtags, and recommendations.

Cons: Reach can fluctuate for a variety of reasons, making it a difficult variable to control. A very low reach can lead to a disproportionately high engagement, and vice versa, so be sure to keep this in mind.

2. Engagement rate by post (ER post): Best for specific posts

Engagement rate by post (ER post) measures how many people engage with a post compared to your total follower count, making it a reliable way to compare performance across individual posts. (Most social media influencers calculate their average engagement this way.)

Here’s how to calculate engagement rate by post:

ER post = Total engagements on a post / Total followers *100

To calculate the average ER post across multiple posts, add up the engagement rate for each post and divide by the total number of posts:

Average ER by post = Total ER by post / Number of posts

Example: Post 1 (4.0%) + Post 2 (3.0%) / 2 = 3.5%

Pros: This formula offers a more accurate measure of post-by-post engagement if your reach tends to fluctuate.

Cons: This formula may not provide the full picture since it doesn’t account for viral reach. Make sure to view this stat alongside follower growth analytics, as you can expect this engagement rate calculation to go down as your follower count goes up.

3. Engagement rate by impressions (ER impressions): Best for paid content

Engagement rate by impressions (ER impressions) measures how many engagements a post receives compared to the total number of times it’s displayed.

For context, impressions count every time your content appears on someone’s screen, even if the same person sees it multiple times. For example, if a user sees a post three times, that counts as one reach but three impressions.

Psst: We have a handy guide that lays out the difference between reach and impressions if you want to learn more.

Here’s how to calculate engagement rate by impressions:

ER impressions = Total engagements on a post / Total impressions *100

Average ER impressions = Total ER impressions / Number of posts

Example: Say an ad earns 450 engagements from 30,000 impressions.

Formula: 450 / 30,000 *100 = 1.5%

Pros: This formula is an effective way of measuring the success of paid content, especially when you are using a CPM cost structure (cost per thousand impressions).

Cons: An engagement rate calculation that uses the number of impressions as the base is bound to be lower than ERR and ER post equations. After all, a user who sees the same post (or ad) three times is not likely to engage with it three separate times. Plus, like reach, impressions can be inconsistent.

4. Daily engagement rate (Daily ER): Best for long-term analysis

Daily engagement rate (Daily ER) measures how often your followers interact with your account on an average day. Here’s how to calculate it:

Daily ER = Total engagements in a day / Total followers *100

Average Daily ER = Total engagements for X days / (X *followers) *100

Example: Say you have a total of 100 engagements in 10 days with 400 followers.

Formula: 100 / (10 *400) *100 = 100 / 4000 *100 = 2.5%

Pros: Daily ER shows how frequently followers interact with your account overall, not just with newly published posts. As a result, it takes engagements on all posts into consideration, even if they were posted outside your reporting period. For example, if a new follower finds your account and likes some of your old posts, this will still be included in this equation.

You can also tailor this metric by counting specific actions, such as comments or saves, depending on your goals. For instance, if your brand only wants to measure daily comments, you can adjust “total engagements” accordingly.

Cons: The formula can’t distinguish between one follower engaging 10 times in a day versus 10 followers engaging once. Daily engagement volume can also fluctuate depending on how much content you publish, so it’s best to plot daily engagement with the number of posts published in the same period.

5. Engagement rate by views (ER views): Best for video

Engagement rate by views (ER views) measures how many people engage with a video relative to the total number of views. Here’s how to calculate it:

ER views = Total engagements on video post / Total video views *100

Average ER views = Total ER views / Number of posts

Example: Say a Reel earns 1,200 engagements from 50,000 views.

Formula: 1,200 / 50,000 *100 = 2.4%

Pros: If one of your video’s objectives is to generate engagement, this can be a good way to track it.

Cons: View counts often include repeat views from the same user. This can lower ER views compared to other engagement rate formulas.

6. Cost per engagement (CPE): Best for influencer marketing or conversion-based campaigns

Cost per engagement (CPE) shows how much you pay for each engagement a campaign generates.

To calculate cost per engagement, divide the total amount spent by the total number of engagements:

CPE = Total amount spent / Total engagements

Example: Say you spend $2,000 on a campaign that generates 8,000 engagements.

Formula: $2,000 / 8,000 = $0.25 per engagement

Most social media ad platforms will do this calculation for you, along with other objective-oriented calculations, such as cost-per-click. Make sure to check which interactions count as engagements before comparing results.

CPE is also the clearest way to compare creator partnerships in an industry that surpassed $10 billion in 2025, since it puts a flat sponsorship fee and the engagement it earned on the same scale. More on that below.

How to calculate engagement rate on Instagram, TikTok, and YouTube

The formulas stay the same from platform to platform, but the inputs don’t. Each network counts different actions and surfaces different denominators in its native analytics, so here’s how to apply the right formula on the three platforms people ask about most.

Instagram engagement rate

For Instagram feed posts and carousels, ERR is the best fit. Add up likes, comments, shares, and saves, divide by the post’s reach, then multiply by 100. For example, 600 interactions on a post that reached 20,000 accounts gives you a 3% engagement rate.

Reels are a different story. Because Instagram reports views for Reels, ER views gives you a more consistent read, and Stories are usually measured on their own using replies, sticker taps, and link clicks divided by Stories reach. You’ll find all of these numbers under Insights for each individual post.

TikTok engagement rate

On TikTok, ER views is the standard approach: likes plus comments plus shares plus saves, divided by total video views, multiplied by 100. A video with 3,000 interactions on 100,000 views works out to a 3% engagement rate.

Keep in mind that TikTok’s native analytics dashboard may define engagement differently than your manual calculation, and it doesn’t always include saves or follows generated by a video. If you’re reporting to leadership, document which actions you counted so your numbers stay comparable month to month.

YouTube engagement rate

YouTube doesn’t surface an engagement rate in Studio, so you’ll need to calculate it yourself or use a third-party tool. Add likes, comments, and shares, divide by total views, then multiply by 100. A video with 4,500 interactions on 150,000 views lands at 3%.

Watch time and average view duration still matter more for YouTube’s recommendation system, so treat engagement rate as one signal alongside retention rather than your only measure of video performance.

Which engagement rate formula should you use?

The right engagement rate formula depends on what you’re measuring and why. Each formula uses a different denominator, which changes what your result tells you. Here’s a side-by-side look to help you choose.

Formula

Best for

Denominator

Key advantage

Key limitation

Engagement rate by reach (ERR)

Organic posts

Reach

Reflects how content performs with people who actually saw it

Reach fluctuates and is hard to control

Engagement rate by post (ER post)

Comparing individual posts

Followers

Stable baseline for post-by-post comparison

Ignores viral reach beyond your followers

Engagement rate by impressions

Paid content

Impressions

Effective for CPM-based campaigns

Produces lower rates; impressions can be inconsistent

Daily engagement rate (Daily ER)

Long-term account analysis

Followers (per day)

Captures engagement on all posts, old and new

Can’t tell one active follower from many

Engagement rate by views (ER views)

Video content

Video views

Tracks engagement relative to video reach

Repeat views can lower the rate

Cost per engagement (CPE)

Influencer or conversion campaigns

Total spend

Shows the cost efficiency of each interaction

Requires consistent definitions of engagement

For most teams, engagement rate by reach (ERR) is the best default for organic content, while engagement rate by impressions is the clearest choice for paid campaigns.

What are the most common mistakes when calculating engagement rate?

Most engagement rate errors come down to inconsistency rather than bad math. Watch for these five issues before you report your numbers:

• Mixing up reach and impressions: Reach counts unique people, impressions count total appearances. Swapping one for the other mid-report makes your rate look higher or lower than it really is.
• Comparing platforms without adjusting for norms: A 1.5% rate on TikTok and a 1.5% rate on Instagram don’t mean the same thing. Compare each channel to its own benchmark.
• Folding paid reach into organic calculations: If an ad budget boosted a post, that reach belongs in your paid reporting. Blending the two hides how your organic content is actually performing.
• Counting different actions each time: If you include saves one month and leave them out the next, your trend line is measuring your method, not your content. Document which actions count and stick to it.
• Ignoring follower growth: Follower-based formulas naturally decline as your audience grows. Always read ER post alongside follower count so a drop doesn’t look like a failure.

Fixing these five habits usually matters more than switching formulas, because consistent inputs are what make engagement rate trends trustworthy over time.

How do you calculate engagement rate for influencer marketing?

To evaluate a creator, calculate engagement rate by post: total engagements on their sponsored content divided by their follower count, multiplied by 100. That gives you a quick quality check on an audience before you commit budget, since follower count alone says nothing about whether those followers pay attention.

Pair that with cost per engagement to judge value. If a creator charges $1,500 for a post that earns 7,500 engagements, your CPE is $0.20. A creator with half the following but double the engagement rate can easily deliver a lower CPE, which is why micro-influencers often outperform larger accounts on an efficiency basis.

Compare every creator’s rate to the platform benchmarks further down this page rather than to each other, and ask for screenshots of reach or views so you can run ERR instead of relying on follower counts. For more on structuring these partnerships, see our guide to working with creators.

How to calculate engagement rate automatically

You can calculate engagement rate automatically by using a social media analytics tool like Perch by Hootsuite, which collects engagement data across platforms and applies standard formulas for you.

This means you can analyze your social media engagement rate across social networks from a high level and get as detailed as you want with customized reports. For enterprise teams managing many accounts, this multi-platform tracking removes hours of manual spreadsheet work.

Here’s an example of what an engagement rate report looks like in Perch. In addition to your overall post engagement rate, you can also see what types of content get the highest engagement rate (so you can make more of those in the future), and even how many people visited your website.

Perch’s analytics dashboard displays your average post engagement rate and breaks down which content types drive the most interaction.

In Reports, you can easily see how much engagement you get over a period of time, what is being counted as an engagement for each network, and compare your engagement rates to previous time periods.

Pro tip: You can schedule these reports to be created and sent to your email automatically. You can also set them to show you the data in whatever format makes the most sense to you, including graphs and charts.

With Perch, you can also:

• Find out when your audience is online and get personalized recommendations for your best times to post for each of your accounts based on when your audience is most likely to engage.
• View industry engagement rate benchmarks and see how you compare to competitors (so you have a better understanding of what a good engagement rate looks like for your industry).

Perch provides automated engagement rate tracking across all your social media accounts in one dashboard.

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Free engagement rate calculator

If you’d rather run the numbers yourself, you can calculate engagement rate for free with the tool below.

You can use this free tool to calculate your account’s overall engagement rate, the engagement rate of a specific campaign, or the engagement rate for a specific time period.

For overall engagement, include information about all your posts (e.g., total number of posts published, total number of likes and comments, and so on).

For a specific campaign, only include the details of the posts that were part of the campaign. Same goes for a specific timeframe.

If you’re looking for a more detailed engagement analysis or you want to calculate different kinds of engagement, download our free spreadsheet version. It will still do the math for you, but it’s got space for a little more complexity.

What is a good engagement rate? Benchmarks for 2026

A good engagement rate generally falls between 1% and 5%. However, this number depends on a few factors:

• Platform: You should expect variation in your engagement rate across platforms, and this can change over time. For example, TikTok often sees a higher engagement rate than Instagram.
• Industry: When evaluating your engagement rate, you need to compare with other accounts in your own industry. Fashion and entertainment will always see higher engagement rates than finance (except on LinkedIn).
• Follower count: In general, you can expect your engagement rate to decline as follower count grows. This is because smaller accounts tend to have a more focused and passionate follower base.

Hootsuite analyzed social posts across industries and social networks to identify reliable benchmarks you can use in your strategic planning. For more detail, see the full social media benchmarks report.

Use the master table below for a quick all-industry view by platform, then scroll to your specific industry for a more detailed breakdown.

Platform

Average engagement rate, best-performing content type (all industries)

Instagram

4.2% (carousels)

LinkedIn

3.9% (videos)

Facebook

2.9% (albums)

X

1.8% (status updates)

TikTok

1.5% (videos)

This bar chart shows average engagement rates by platform across all industries, with Instagram leading at 4.2% and TikTok at 1.5%.

Construction, mining, and manufacturing

These industries tend to see unusually strong LinkedIn numbers because so much of their audience is made up of buyers, suppliers, and peers who are already active on the platform for work.

• Instagram: 5.2%
• LinkedIn: 4.0%
• Facebook: 2.8%
• TikTok: 2.6%
• X: 2.4%

Engagement rate benchmarks for construction, mining, and manufacturing show Instagram leading at 5.2%.

Consumer goods and retail

Retail brands post at high volume, which tends to pull average rates down. LinkedIn leads here at 4.3%, largely because brands post there less often and employees amplify what does go out.

• LinkedIn: 4.3%
• Instagram: 3.6%
• Facebook: 1.9%
• X: 1.7%
• TikTok: 1.6%

Engagement rate benchmarks for consumer goods and retail, with LinkedIn showing the highest rate at 4.3%.

Dining, hospitality, and tourism

Visual, location-driven content gives this sector a solid showing across Instagram and X, though rates stay fairly even across platforms rather than spiking on any single one.

• LinkedIn: 4.5%
• Instagram: 3.7%
• Facebook: 2.4%
• X: 2.0%
• TikTok: 1.3%

Engagement rate benchmarks for dining, hospitality, and tourism across major social platforms.

Finance

Financial services accounts perform better than their reputation suggests, with Instagram at 4.1% and Facebook holding at 2.4%. Compliance review often means fewer, more considered posts, which helps per-post rates. For a deeper breakdown, see the full financial services benchmarks.

• Instagram: 4.1%
• LinkedIn: 3.3%
• Facebook: 2.4%
• X: 2.1%
• TikTok: 1.6%

Engagement rate benchmarks for the financial services industry, with Instagram showing the strongest performance at 4.1%.

Government

Government accounts stand out on Facebook at 3.6%, above the 2.9% all-industry average, since residents often turn to those pages for local service and emergency updates. For a deeper breakdown, see the full government social media benchmarks.

• Instagram: 5.0%
• Facebook: 3.6%
• LinkedIn: 2.8%
• X: 1.8%
• TikTok: 1.6%

Engagement rate benchmarks for government organizations across social media platforms.

Healthcare, pharma, and biotech

Healthcare organizations do well on Instagram and LinkedIn but sit at just 1% on TikTok, the lowest of any sector here. Regulatory review and privacy obligations limit the kind of informal, trend-driven content the platform rewards. For a deeper breakdown, see the full healthcare social media benchmarks.

• Instagram: 4.5%
• Facebook: 3.8%
• LinkedIn: 3.4%
• X: 2.3%
• TikTok: 1%

Engagement rate benchmarks for healthcare, pharma, and biotech organizations across major platforms.

Nonprofit

Nonprofits post the strongest Instagram numbers in this data set, at 5.5% for feed posts. Mission-driven content tends to attract an audience that already wants to share it, which lifts engagement across the board.

• Instagram: 5.5%
• LinkedIn: 3.4%
• Facebook: 3.0%
• X: 2.4%
• TikTok: 1.3%

Engagement rate benchmarks for nonprofit organizations, with Instagram performing strongest at 5.5%.

How to improve your engagement rate

The best way to improve your engagement rate is to study what’s already working, then do more of it. Once you understand which formats, topics, and timing drive interaction, you can refine your approach with intention rather than guesswork.

Here are practical tactics to increase your engagement rate:

• Post at the right times. Use analytics to publish when your audience is most active. 37% of U.S. adults visit Facebook several times a day, so more people see and interact with your content. Perch’s best time to post recommendations make this easy for each account.
• Experiment with high-performing formats. Short-form video like Reels and TikToks, carousels, and interactive Stories tend to drive strong engagement. Carousels and Reels generated about 44% more interactions than images. Test a few formats and lean into the ones that resonate.
• Write captions that invite conversation. Ask questions, prompt opinions, or include a clear call to action so followers have a reason to reply.
• Lean on user-generated content. Resharing customer photos, reviews, and mentions builds trust and encourages your community to participate.
• Respond to comments and messages promptly. Active conversations signal to both your audience and the algorithm that your content is worth engaging with.
• Double down on what your data shows. Review your top posts regularly and reverse-engineer their success into your content strategy.
• Partner with the right creators. Your most engaged fans may be ideal brand advocates for collaborations that reach new, relevant audiences.

Small, consistent improvements across timing, format, and community engagement add up to a meaningfully higher engagement rate over time.

How to use engagement rate data in your social strategy

You use engagement rate data in your social strategy by tracking trends over time, then applying those insights to content planning, reporting, and decision-making.

Remember: Engagement rate is most valuable when you look beyond a single post and focus on patterns across platforms, formats, and time periods.

Here’s how engagement rate data can inform your strategy:

• Fill your content calendar with high-quality, engaging posts. Dive into your analytics to see which types of posts work best on each platform. Over time, you’ll identify patterns that can guide you to package winning ideas or lean into specific content formats.
• Find out what your audience and customers think. Tracking engagement data like comments, messages, shares, and mentions provides valuable audience insights and free business intelligence. This information tells you what your audience thinks about specific social posts. You’ll also see feedback on your products, branding, customer service, and more.
• Report impact to leadership. Engagement rate is a clear, defensible metric to show stakeholders how content is performing and where social is driving value.
• Spot changing trends early. If you keep doing the same thing and your engagement rate changes significantly, that’s a clue that something is changing beyond your brand. Whether it’s a change in the algorithm or shifting audience preferences, you’ve got an early warning system in place to course correct from the start.

As you gain insights into what kinds of social brand behavior drive higher engagement, you can increase both your engagement rates and your ROI. In short, engagement rate works best as an input into your broader social strategy, not just a number in a monthly report.

FAQ: Engagement rate

What is engagement rate on social media and how is it calculated?

Engagement rate on social media is a metric that measures how much an audience interacts with your content, and it’s calculated by dividing total engagements by reach, impressions, views, or follower count, then multiplying by 100.

What is the formula for engagement rate?

The most common formula for engagement rate is total engagements divided by total reach, multiplied by 100. You can also swap reach for impressions, views, or follower count depending on what you want to measure.

How do you calculate engagement rate in Excel?

To calculate engagement rate in Excel, divide the cell containing total engagements by the cell containing reach (or followers), then multiply by 100. For example, if engagements are in cell A2 and reach is in cell B2, your formula would be =(A2/B2)*100.

What is a good engagement rate on social media?

A good engagement rate on social media is typically between 1% and 5%, depending on the platform and industry. However, engagement rates should always be compared against relevant platform and industry benchmarks, not a universal standard.

Is a 12% engagement rate good on Instagram?

A 12% engagement rate on Instagram is exceptionally high, well above the 4.2% all-industry benchmark for Instagram carousels in Hootsuite’s benchmark data. Rates that high usually come from smaller, highly focused accounts or a single post that performed unusually well, so check whether it holds across multiple posts before treating it as your baseline.

Is a 0.5% engagement rate good?

A 0.5% engagement rate is below average on most social media platforms and typically signals that content isn’t resonating with your audience. For context, the lowest all-industry platform benchmark in Hootsuite’s data is TikTok at 1.5%, so 0.5% falls short even on the weakest-performing network.

What does engagement percentage mean?

Engagement percentage (also called engagement rate) is the share of your audience that actively interacts with your content, expressed as a percentage of reach, impressions, or followers. A 3% engagement percentage means three out of every 100 people in your chosen denominator took an action like liking, commenting, sharing, or saving.

What counts as an engagement on social media?

An engagement is any action a user takes to interact with your content, including likes, comments, shares, saves, clicks, and direct messages. The specific actions that count vary by platform, so check each network’s analytics to confirm what it includes.

How do you find your engagement rate on Instagram?

You can find your engagement rate on Instagram by opening your Professional Dashboard, viewing Insights for a specific post, then dividing total interactions by reach and multiplying by 100. Instagram doesn’t display engagement rate directly, so you’ll need to run that calculation yourself or use an analytics tool that does it automatically.

Should I calculate engagement rate by reach or by followers?

You should calculate engagement rate by reach (ERR) for the most accurate picture of how your content performs with the people who actually see it, and by followers when you need a stable baseline for comparing posts over time. Reach-based rates work best for organic content, while follower-based rates make post-to-post comparisons more consistent.

How do you improve engagement rate on social media?

The best way to improve engagement rate on social media is to review which formats, topics, and posting times consistently drive interaction, so you can double down on what’s working. Posting when your audience is most active, experimenting with formats like Reels and carousels, and responding promptly to comments are proven tactics. Analyze engagement data over time and use those insights to guide your content strategy.

What are engagement rate benchmarks by social media platform?

Engagement rate benchmarks by platform, based on Hootsuite’s social media benchmarks data for each network’s best-performing content type, are: Instagram 4.2% (carousels), LinkedIn 3.9% (videos), Facebook 2.9% (albums), X 1.8% (status updates), and TikTok 1.5% (videos).

Save time managing your social media marketing strategy with Hootsuite. Publish and schedule posts, find relevant conversions, measure results, and more â all from one dashboard. Try it free today.

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