5 min to read

What is a good engagement rate on Instagram

What is the ideal engagement rate on Instagram for micro, small and big influencers and creators.

April 30, 2024
Justine Castany

Engagement rate is a metric used by influencers, creators and businesses to gauge how effective a creator is at engaging their audiences. It helps compare creators beyond size of their following or subscribers. Before understanding what the ideal engagement rate is, let us learn a few basics about engagement rate.

What is engagement rate?

Engagement rate is a metric used to measure the level of interaction that a piece of content receives from its audience, typically on social media platforms. It's calculated by dividing the total number of engagements (such as likes, comments, shares, clicks, etc.) on a piece of content by the total number of impressions or reach that content has received, then multiplying by 100 to get a percentage.

Engagement rate is an important indicator of how well your content is resonating with your audience. A higher engagement rate often indicates that your content is compelling and relevant to your audience, leading to increased visibility and reach on social media platforms. It's commonly used by marketers and social media managers to evaluate the effectiveness of their content strategies and to gauge audience interest and satisfaction.

Engagement rates

Why measure engagement rate?

Measuring engagement rate is important for several reasons:

  1. Audience Feedback: Engagement rate provides direct feedback from your audience. It shows you how they are reacting to your content, whether they find it interesting, informative, entertaining, or engaging in some other way.
  2. Content Performance: By tracking engagement rate, you can evaluate the performance of different types of content, such as images, videos, articles, etc. This helps you understand what resonates best with your audience and tailor your content strategy accordingly.
  3. Audience Insights: Analyzing engagement metrics can provide valuable insights into your audience demographics, preferences, and behaviors. This information can inform future content creation and marketing strategies.
  4. Brand Awareness and Loyalty: High engagement rates often correlate with increased brand awareness and loyalty. When your audience actively engages with your content, they are more likely to remember your brand and develop a positive perception of it.
  5. Algorithmic Impact: On social media platforms, algorithms often prioritize content with higher engagement rates, showing it to more users. Therefore, a higher engagement rate can lead to increased visibility and reach for your content.
  6. ROI Measurement: For businesses and marketers, engagement rate is a key metric for evaluating the return on investment (ROI) of their social media efforts. It helps them assess the effectiveness of their campaigns and justify their social media marketing budgets.

Overall, measuring engagement rate provides valuable insights into the effectiveness of your content and helps you optimize your social media strategy to better connect with your audience and achieve your goals.

Here's a quick recap on why it is essential to calculate the engagement rate in Instagram:

  • Certainty: by calculating an influencer's engagement rate, you reduce the risk of working with an influencer that doesn't communicate with their audience. Thus multiplying your chances of planning a successful partnership.
  • The influencer has a trust-based relationship with their community. Because content creators often communicate with their followers, their audience trusts the quality of their collabs. Thus, they are more likely to purchase after coming through the collab.
  • Positive impact on your brand image. Since the influencer has many channels to communicate with their audience, they also have many formats to share their brand opinions. Thus influencers can share their appreciation for your brand in the comments, the caption, on a live, in their story etc.
  • Evaluating your influencer campaign: after working with an influencer, you can track the evolution of the post's reactions. Thanks to the engagement, you can define if the influencer collab was successful or not.

To calculate an influencer's engagement rate on Instagram, many engagement metrics must be taken into account. On Instagram the essential ones are:

What counts as engagement on Instagram?

  • Likes
  • Comments
  • Shares
  • Saves
  • Direct messages
  • Mentions

Yet there are many other engagement metrics you can use to calculate an engagement rate on Instagram, such as:

  • Profile visits
  • Comment replies
  • Reposts (on stories)
Engagement rate by Number of Followers

However, not all of these metrics are available publicly. Similarly, content creators (influencers in this case) do not have access to every engagement metric. Therefore, gaining a complete understanding of a channel's performance can be challenging, requiring a combination of available data and insights to gauge true influence and reach.

What is an ideal or a good engagement rate on Instagram?

The ideal engagement rate for Instagram can vary depending on several factors, including the size of the creator, their following, and specific Instagram particulars. Let's break down these factors and analyze the ideal engagement rates accordingly:

  1. Size of the Creator:
    • Micro-Influencers (1,000 - 100,000 followers): Micro-influencers typically have a more engaged and niche audience. For them, an ideal engagement rate could range from 3% to 7%. Since their follower count is smaller, they often have a closer connection with their audience, leading to higher engagement rates.
    • Mid-Tier Influencers (100,000 - 1 million followers): Mid-tier influencers may experience slightly lower engagement rates compared to micro-influencers due to their larger following. However, an ideal engagement rate for this group could still be around 2% to 5%.
    • Macro-Influencers (1 million+ followers): Macro-influencers often have a broader audience, which can result in lower engagement rates. An ideal engagement rate for macro-influencers might range from 1% to 3%.
  2. Type of Content and Audience Engagement:
    • Content Quality: High-quality, engaging content tends to attract more interaction from followers, leading to higher engagement rates. Factors such as visually appealing images or videos, compelling captions, and timely content can all contribute to higher engagement rates.
    • Audience Interest: Understanding the interests and preferences of your audience is crucial. Tailoring content to meet the needs and expectations of your audience can result in higher engagement rates. For example, conducting audience research and leveraging Instagram analytics can help identify content topics and formats that resonate best with your audience.
  3. Instagram Specifics:
    • Algorithm Changes: Instagram's algorithm frequently evolves, affecting the reach and engagement of posts. Creators should stay informed about algorithm changes and adapt their content strategy accordingly to maintain optimal engagement rates.
    • Frequency of Posting: Consistency in posting frequency can impact engagement rates. Posting too frequently may overwhelm followers, while infrequent posting may result in decreased engagement. Finding the right balance based on audience preferences and platform trends is essential.
    • Use of Instagram Features: Leveraging various Instagram features such as Stories, Reels, IGTV, and Live can enhance engagement rates. Each feature offers unique opportunities to connect with followers and encourage interaction.

In summary, the ideal engagement rate for Instagram varies based on factors such as the size of the creator, their following, content quality, audience engagement, and Instagram specifics. By understanding these factors and continuously optimizing their content strategy, creators can achieve higher engagement rates and foster a stronger connection with their audience on Instagram.

Also See:

How to calculate engagement rate on Instagram?

About the author

Justine Castany

Justine Castany, a student at ESSEC Business School and currently working at Favikon, shines with her love for marketing and dedication to communications. As a dynamic young professional, she serves as Marketing Manager at Favikon, where she brings her expertise to craft and execute cutting-edge strategies. With her creativity and keen eye for trends, Justine stands out in communicating brand messages effectively and making waves on social media.