Engagement rate in influencer marketing is used to measure the level of interaction an influencer typically receives on their content. Simply put, it is the percentage of the influencer’s audience that responds to their content.
Calculating an Instagram influencer engagement rate
The first option for calculating your Instagram engagement rate is to divide their total number of likes and comments (past 30 days) by their follower count, and then multiply by 100 to give you a percentage.
So what is a good engagement rate?
To understand what the number actually means and whether it is good or bad. Below is an industry standard guideline so you can benchmark results:
Less than 1% = low engagement rate
Between 1% and 3.5% = average/good engagement rate
Between 3.5% and 6% = high engagement rate
Above 6% = very high engagement rate
In summary, as an industry standard, an engagement rate on Instagram between 1% and 3% is generally good, it is the average we see on an influencer's profile. If the engagement rate is higher than 3%, that is a good sign that their audience is very engaged with their content, and if it is below 1%, it means their audience as a whole is not very engaged with their content.
Keep in mind, a number of things influence engagement rate on Instagram, such as the time of each individual post, the frequency of posting, the number of followers, the content and messaging and the Instagram algorithm (and the limitations that sometimes come with it).
So when you are deciding what influencer to work with, or comparing a cohort of influencers, make sure you consider engagement rate. It's an important metric to consider and should not be ignored when choosing influencers for your campaign.
If you have any questions about engagement rates on Instagram, or would like to collaborate with a UK influencer, you can email firstname.lastname@example.org or call 0161 731 0048 to chat with our team any time.