Nov 21, 2023
1 MIN READ
Assessing the engagement rate of potential influencers on Instagram is crucial for several reasons. It gives you measurable data on the effectiveness of an influencer's ability to engage their audience. And this is a reflection of their authenticity and resonance.
When choosing influencers for your brand, it's important to examine their engagement rates. This ensures that your marketing budget is spent effectively, partnering with influencers who can genuinely engage and build a significant connection with your target audience.
But what is considered a good or average influencer engagement rate? Let's dive into the numbers and see what industry experts have to say.
What is Engagement Rate?
Engagement Rate is a metric that identifies the level of interaction that a user's content receives from their followers. The interactions can be anything, such as likes, comments, and shares.
It is an important metric to consider while choosing influencers for your campaigns. The engagement rate will give you an idea of how well their posts resonate with their audience.
A higher engagement rate indicates a more engaged and active audience. This would make the influencer's content more effective for your campaign.
How to Calculate Engagement Rate on Instagram?
Calculating the engagement rate on Instagram involves a simple process. You start by adding up the total number of likes and comments on a post, which is the total interaction. Then, divide this by the total number of followers the influencer has.
To get the engagement rate, multiply the result by 100 to convert it into a percentage. Hence, the formula:
Engagement Rate (%) = `(Total Interaction / Total Followers) * 100`
It's important to calculate this rate for a variety of posts to get a more accurate average engagement rate.
Let's illustrate this with an example.
Suppose an influencer has a follower count of 20,000. They post a picture that receives 1,000 likes, 200 comments, and 75 shares. This gives a total interaction count of 1,275 (1,000 likes + 200 comments + 75 shares). Using the formula we discussed earlier, the calculation would be:
`(1,275 / 20,000) * 100 = 6.375%`
This means the influencer has an engagement rate of 6.375% for that particular post. However, remember that it's crucial to calculate this rate for several posts to get a more accurate average engagement rate.
Follow the link to learn more about how you can calculate engagement rates.
What Is a Good Engagement Rate on Instagram?
Now that you have understood how to calculate the engagement rate on Ig, the obvious question will be: what is a good engagement rate? OR what is considered a good engagement rate on Instagram?
A good engagement rate on Instagram varies widely due to factors such as industry, audience size, and content type. However, a general rule of thumb is that an engagement rate between 1% - 3% is considered average, 3% - 6% is considered good, and above 6% is excellent.
Rates below 1% are typically considered low and may indicate that the audience is not actively interacting with the content. However, it's important to remember that this rate heavily depends on the type of influencers. Because of the varying number of followers for each influencer, the engagement rate also differs.
For example, an influencer with 10 million followers may have a lower engagement rate of 3%, which would still be considered good. At the same time, an influencer with only 20,000 followers would be expected to have a higher rate to be considered good.
Moreover, the engagement rate also depends on the industry. For instance, travel influencers may have a lower engagement rate compared to fashion influencers. This is mainly due to the nature of their content.
By understanding these factors, you can gauge whether the engagement is good or not.
Factors Affecting Engagement Rate on Instagram
Several factors can affect the engagement rate on Instagram, including:
• Content Quality:
High-quality content is crucial. This includes clear, high-resolution images, compelling and well-edited videos, and engaging well-written captions. Content should be both aesthetically pleasing and valuable in terms of the information or entertainment it provides.
• Posting Frequency:
Finding the right balance in how often you post is key. Too few posts can make your audience forget about you, while too many can lead to unfollows due to spamming. The ideal frequency can vary based on your audience and niche.
• Audience Relevance:
Tailoring your content to the interests, needs, and preferences of your target audience is vital. This involves understanding your audience demographics, their interests, and what they are looking for in your content.
• Timing of Posts:
Posting when your audience is most active increases the likelihood of your content being seen and engaged with. This can vary widely depending on your audience's location, habits, and routines.
• Use of Hashtags:
Hashtags increase the discoverability of your posts. Using relevant, popular, and niche-specific hashtags can help your content reach a wider audience. This includes those who don't follow you yet. Here's something to help you with using hashtags on Instagram.
• Algorithm Changes:
Instagram's algorithm tends to favor content that receives quick engagement. Being aware of and adapting to these changes can help in strategizing content to maximize visibility and engagement.
• Story and Video Content:
Diversifying content types to include stories, live videos, reels, and IGTV segments can cater to different user preferences. Video content, in particular, often sees higher engagement rates due to its dynamic and engaging nature.
By focusing on these factors, you can develop a more effective Instagram marketing strategy that boosts engagement and fosters a stronger connection with your audience.
How to Improve Engagement Rate on Instagram?
Improving your engagement rate on Instagram involves a combination of strategies. Here are some key approaches.
• Create High-Quality, Relevant Content:
The cornerstone of high engagement is content that resonates with your audience. Try to create content that speaks directly to your followers' interests and needs. If you can stimulate emotion through your content, it's best.
Also, use high-resolution images and well-crafted videos to grab their attention.
• Engagement with Followers:
The engagement rate depends on your relationship with the audience. You can create a loyal community by responding to comments, engaging in conversation, and even acknowledging UGC. This can lead to higher engagement.
• Stories and Live Videos:
Instagram Stories and live videos offer a more immediate and intimate way to connect with your audience. They are excellent for behind-the-scenes content, Q&A sessions, or just sharing spontaneous moments.
Also, offer glimpses into the everyday aspects of your brand, and use interactive features to engage directly with your audience. This makes your interactions feel more genuine.
• Leverage Hashtags and Geotags:
Hashtags extend the reach of your content beyond your immediate followers, while geotags can attract a local audience. Using a mix of popular, niche-specific, and branded hashtags can maximize your content's visibility.
Researching and using the right hashtags can place your content in front of users who are interested in your niche but aren't following you yet.
• Host Contests and Giveaways:
These are powerful tools for boosting engagement quickly. Contests and giveaways can dramatically increase interaction by incentivizing actions like commenting and sharing. Ensure that the contest is easy to participate in and the rewards are desirable and relevant to your brand.
• Collaborate with Influencers:
Influencer collaborations can expose your brand to a larger and often new audience. Choose influencers whose followers align with your target demographic. Influencers can create authentic content that resonates with their followers, increasing the likelihood of engagement with your brand.
Here’s a guide to help in finding the right Instagram influencer for you to collaborate with.
• Analyze and Adapt:
Use Instagram's analytics tools to track which posts are performing well. Look at metrics like likes, comments, shares, and saves to understand what types of content resonate with your audience. Adapt your content strategy based on these insights.
Focus more on what works and experiment with new ideas to keep the content fresh and engaging.
How to Get Engagement Rate on Instagram Faster?
Calculating the engagement rate for each potential influencer is a tedious process. You need to research the influencers manually, copy their link profile, and paste it on an engagement rate checker tool. The process has to be repeated until you find the right Instagram influencer.
So what’s the alternative? SocialiQ.
It’s a free Chrome extension for Instagram marketers to help them find the right influencers. Add it to your Chrome and simply browse through any Instagram profiles you like.
The extension will offer insights like the profile engagement rate, total posts, posts per week, average likes, and more. As a result, you get a wider picture of the potential Instagram influencers and facilitate the decision-making process.
Download SocialiQ for free and see how easy it is to get the engagement rate of Instagram profiles. Furthermore, you can also get insights into profiles on platforms like TikTok and YouTube.