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May 16, 2024

What Is a Good Influencer Engagement Rate?

In the world of influencer marketing, engagement rate is a key metric that helps brands gauge the effectiveness of their partnerships with social media influencers. This in-depth guide will help you understand what a good influencer engagement rate is, the factors affecting it, and how to improve it for better marketing results.

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via Business 2 Community

What is an influencer engagement rate?

Influencer engagement rate is a measurement of the interactions an influencer's content generates divided by their total number of followers.

Interactions can include likes, comments, shares, and other forms of user engagement on the influencer's social media content. This rate is a crucial metric for brands that are looking to partner with influencers to promote their products or services on social networks.

It is important to note that engagement rate (ER) is not the same as reach, which is the total number of people who have seen an influencer's content. While reach is important, it does not necessarily indicate how many people are actively engaging with the content or how effective the influencer is at driving conversions.

For example, an influencer with 1 million followers may have a reach of 1 million people, but if only a small percentage of those followers are actively engaging with their content, the influencer's ER may be low. On the other hand, an influencer with 100,000 followers may have a smaller reach, but if a higher percentage of those followers are engaging with their content, their engagement rate may be higher.

Types of Influencers

Social media influencers can be categorized into 4 groups: nano, micro, macro and mega-influencers.

Nano-influencers are individuals on social media who have a following of 1,000 to 10,000 people. They are typically everyday people and their average engagement rate (ER) is 7.2%.

Micro-influencers are individuals on social media platforms who have a following ranging from 10,000 to 50,000 people. They are often professional content creators and experts in their field and their average ER is 3.86%.

Macro-influencers are individuals with more than 100,000 followers. They have an ER of about 3%.

Mega-influencers are defined as social media users who have a following of 1 million or more people. They are often celebrities and their average ER is 1.21%.

What are fake influencers?

Fake influencers are individuals who pretend to be influential people on social media but actually have no real reach or influence. They often buy followers and likes, engage in follower-buying schemes, or use bots to make themselves appear more popular than they actually are.

Fake influencer = fake followers = fake engagement. Don't work with them!

How influencer engagement rate affects marketing campaigns

Engagement rate (ER) is a crucial indicator of an influencer's effectiveness in promoting a brand and its products. A high ER signifies that an influencer's audience is actively interested in their content, making them more likely to trust recommendations and take action, such as making a purchase or signing up for a newsletter.

On the other hand, a low ER may imply that the audience is not as interested or invested in the influencer's content. This could lead to lower conversions and reduced return on investment (ROI) for the brand. Therefore, understanding and analyzing the engagement rate is essential for brands to optimize their influencer marketing campaigns and achieve better results.

It is also important to consider the type of engagement the influencer is generating.

For example, comments and shares may be more valuable than likes, as they indicate a higher level of engagement and a greater likelihood of the audience taking action.

Additionally, the influencer's audience demographics and interests should be taken into account to ensure that the content is resonating with the target audience and driving the desired conversions.

Factors affecting influencer engagement rate

There are 3 major factors affecting an influencer's engagement rate (ER): follower count and authenticity, content quality, and their target market.

Follower count and authenticity

While a large follower count can make an influencer seem attractive for collaboration, it is crucial for brands to examine the authenticity of those followers. An influencer with fake followers or bots may have a lower ER, as these accounts do not contribute valuable organic engagement with the content.

Moreover, the quality of the followers is equally important. Engaging with genuine and relevant followers may lead to higher engagement rates, as real users are more likely to interact and take action based on the influencer's content.

It is important to note that follower count is not the only metric that should be considered when selecting an influencer for a marketing campaign. Brands should also examine the influencer's ER and the quality of their content to ensure that they are a good fit for the brand and its target audience.

Content quality

The quality and relevance of an influencer's content play a significant role in determining ER. High-quality, visually appealing, and valuable content captivates the audience and encourages user interaction. Content that is relevant to the target audience and aligns with the influencer's niche attracts more engagement, ultimately resulting in a higher engagement rate.

When creating content for a marketing campaign, it is important to consider the social media channels on which the content will be shared.

For example, Instagram is a highly visual platform, so images and video content should be high-quality and visually appealing. On the other hand, Twitter is a text-based platform, so the content should be concise and attention-grabbing.

Brands should also consider the influencer's niche when selecting an influencer for a marketing campaign.

An influencer who specializes in beauty and fashion may not be the best fit for a brand that sells outdoor gear. In this case, the brand should look for an influencer who specializes in outdoor activities and has an audience that is interested in this niche.

Target market

An influencer's audience demographics impact their ER significantly. A target market that is aligned with the influencer's core audience is more likely to generate high engagement. Identifying an influencer with an audience that closely matches the brand's target market supports the development of successful influencer marketing campaigns.

Additionally, brands should consider the geographic location of the influencer's audience, as this can impact the success of the campaign.

It is also important to consider the influencer's values and beliefs when selecting an influencer for a marketing campaign. An influencer who is passionate about sustainability may not be the best fit for a brand that does not prioritize sustainability in its business practices.

How to calculate influencer engagement rate

To calculate the engagement rate (ER), follow these simple steps:

  1. Calculate the total interactions (likes, comments, shares, etc.) on a specific post or a set number of posts. This can be done manually or with the help of various social media analytics tools available in the market.
  2. Divide the total interactions by the number of posts considered, if you're calculating the average ER for multiple posts. This will give you the average number of interactions per post.
  3. Divide the result by the number of followers. This will give you the ER per follower.
  4. Multiply the final result by 100 to get the percentage value of the ER.

For example, if an influencer has 10,000 followers and receives 1,000 interactions on a post, the ER would be calculated as follows:

(1,000 ÷ 1) ÷ 10,000 x 100 = 10%

Analyzing the results

Once you have calculated the influencer's ER, you can compare your results with industry benchmarks and other influencers in the same niche. This will help determine if the influencer's ER is in line with industry standards or above average, indicating a more successful partnership.

Industry benchmarks for ER's vary depending on the social media platform and the industry. For instance, the average rate for Instagram influencers in the fashion industry is around 2.4%, while the average for YouTube influencers in the beauty industry is around 5.5%.

Then you'll want to look at the ROI of the campaign and calculate the cost per engagement.

By analyzing the influencer engagement rate, you can make informed decisions about which influencers to partner with and how to optimize your influencer marketing campaigns for maximum impact.

Tips to improve your influencer engagement rate

Here are 3 tips for improving the engagement rate of your influencer campaign.

1. Collaborate with the right influencers

Selecting the right influencers is critical for achieving the best possible engagement rates. Assess the influencer's niche, content quality, audience demographics, and authenticity to determine if they align with their target market and campaign goals.

2. Create engaging and shareable content

Brands need to work closely with influencers to create dynamic, high-quality, and shareable content that resonates with the target audience. Collaborating on content ideas and formats can lead to more compelling posts that generate higher levels of engagement.

3. Encourage audience participation

Encouraging influencers to initiate and maintain conversations with their audience is a crucial aspect of boosting engagement rates. Hosting Q&A sessions, giveaways, and creating user-generated content opportunities are some ways to foster more audience interaction and engagement.

Related: How to Increase Social Media Engagement: A Guide for Agencies

Conclusion & recommended reading

In conclusion, influencer engagement rate plays a critical role in evaluating the efficacy of influencer campaigns. Brands must consider various factors when analyzing and optimizing engagement rates to ensure successful partnerships, higher conversions, and better ROI from influencer collaborations.

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