‍

What Is a Good Engagement Rate on Social Media? (LinkedIn, Instagram, YouTube and TikTok)

‍

Is a 0.2% engagement rate good?

‍

The answer to that question depends on the social media platform and follower count. 

‍

We analyzed the engagement rates of hundreds of thousands of creators across LinkedIn, Instagram, YouTube, and TikTok. 

‍

In this post, we'll share the various engagement quartiles for each social media platform.

‍

You can use them as benchmarks to gauge a creator's engagement rate relative to other creators on that platform with a similar follower count. 

‍

We'll also share other important factors, beyond engagement rates, that brands should consider when partnering with creators (and how to find the data behind each factor).

‍

‍

Engagement Rate Across LinkedIn, Instagram, YouTube, and TikTok

‍

Before we dive into this data, it's worth noting that data is useless if you can't see the engagement rate of a creator. 

‍

To solve this problem, you can use the free Favikon Chrome Extension. 

‍

‍

After installing it, you can view a creator’s engagement rate, along with other helpful insights, like growth rate, posting frequency, and even the engagement rate quartile they fall under:

‍

‍

LinkedIn Engagement Quartiles

‍

‍

Here are outstanding engagement rates for LinkedIn creators at different follower counts:

‍

• Nano creators (0-10k) = 2.4%
• Micro creators (10-100k) = 0.7%
• Macro creators (100k-500k) = 0.45%
• Mega creators (500k+) = 0.15%

‍

‍

To make this data actionable, we compiled it into an easy-to-use engagement rate calculator.

‍

‍

‍

Instagram Engagement Rate Quartiles

‍

‍

These are the benchmark engagement rates for the uppermost quartile on Instagram: 

• Nano creators (0-10k) = 3.4%
• Micro creators (10-100k) = 1.5%
• Macro creators (100k-500k) = 1.5%
• Mega creators (500k+) = 1.8%

‍

‍

‍

YouTube Engagement Rates

‍

‍

The top 25% of YouTube creators earn the following minimum engagement rates based on their subscriber count:

• Nano creators (0-10k) = 0.8%
• Micro creators (10-100k) = 0.6%
• Macro creators (100k-500k) = 0.56%
• Mega creators (500k+) = 0.5%

‍

‍

YouTube has the most stable engagement rates among top performing creators, meaning the difference in average engagement rates between mega and nano creators is very minimal. 

‍

Therefore, as a creator's following grows, their engagement also grows exponentially. 

‍

This trend differs from other platforms, such as LinkedIn, where the upper quartile minimum engagement drops significantly from nano to mega creators.

‍

As a result, you'll see a steeper price increase from nano to mega YouTube creators because they don't experience as significant a drop in engagement as their following grows.   

‍

‍

TikTok Engagement Rates

‍

‍

On TikTok, the top 25% of creators earn at least the following engagement rates:

• Nano creators (0-10k) = 800%
• Micro creators (10-100k) = 0.45%
• Macro creators (100k-500k) = 0.66%
• Mega creators (500k+) = 1.5%

‍

‍

TikTok has wildly different engagement rates. 

‍

This is likely due to the platform's unique algorithm, which appears to give virtually no weight to follower count. 

‍

The takeaway for brands is that content quality is the most important factor in a successful TikTok campaign.

‍

The takeaway is that hiring a skilled UGC creator with a history of producing top-performing TikToks will likely yield a higher ROI than a sponsored video, which may not necessarily reach their followers.   

‍

‍

How to Find Creators With Ideal Engagement Rates on Social Media

‍

The Favikon Chrome extension is useful if you want to see the engagement rate for a specific creator you've already found.

‍

However, if you need help finding creators with high engagement rates, the Favikon platform can help.

‍

For example, let's say you want to collaborate with nano creators on LinkedIn. You could use Favikon's search feature to select an industry (e.g., marketing and sales) and use the filters to select:

• Platform = LinkedIn 
• Follower Count = 1,000 to 10,000
• Engagement Rate = (set to the upper mid or quartile minimum – refer to the engagement data above for this number)

‍

Other Factors to Consider Beyond Engagement Rates (With Actionable Steps)

‍

Engagement rate is a decent metric to predict the performance of a sponsored post with a creator, but here are some other factors to consider when selecting creators and budgeting.

‍

‍

Audience Alignment

‍

For mass consumer products, audience fit is less of a concern, but for B2B brands, it's imperative. 

‍

One way to see if the audience aligns with your ICP is to read the comments of some of the creator's latest posts. For example, if you want to reach more SEO professionals, the comments from this post suggest that this creator might be a great choice:

‍

‍

However, this is a slow process and isn't particularly data-driven.

‍

Instead, you can use a tool like Favikon to ensure audience alignment. 

‍

For example, if you're running an influencer campaign on Instagram for moms, you can select a general category like "Relationships and Family" and even include a relevant keyword, such as "moms."

‍

‍

Finally, for TikTok, Instagram, and YouTube creators, you can click into their profile and see a more detailed breakdown of their audience, like:

• A list of notable followers
• Audience reachability (if the creators’ followers are following a lot of other people, they likely won’t see your sponsored post with that creator)
• Gender
• Age
• Country
• City
• Languages
• Audience brand affinity
• Audience interest affinity 
• Audience lookalikes

‍

‍

‍

Bots and fake followers/engagement are another issue that Favikon helps you identify. Follower credibility identifies who is following that creator so that you never so you never pay for bots to see your posts:

‍

‍

Content Substance Alignment

‍

If the content substance of your sponsored post doesn't align with the content that the creator usually publishes, it won't perform well. 

‍

For example, if they usually post memes, a thought leadership post might not resonate with that audience.

‍

For example, when we analyzed Hootsuite's influencer marketing strategy and found that the three lowest performing sponsored posts (relative to the creator's average performance) had content substance mismatch issues.

‍

In these three cases, the majority of the creator's typical content was funny meme posts. Here's an example of one of the creator's content feeds:

‍

‍

Hootsuite's sponsored post was still fun and light-hearted, but it also offered an insightful take on social media that was a departure from the humorous memes these creators typically posted. 

‍

One solution to this problem is to give creators the freedom to create a post that matches their typical content style. This will ensure the content substance of your sponsored post aligns with their typical content style.

‍

However, it's important to analyze a creator's typical content style and substance if either:

1. You already have a campaign idea in mind (e.g., you want all creators to follow a similar script).
2. You want to borrow the credibility of a thought leader (e.g., you're a B2B company and want an expert to create content about your product).

‍

Therefore, review the creator's existing content and see if their audience resonates with thoughtful, intelligent messages. 

‍

For example, glancing at this creator, they might be a good match for a mass tool, like a note-taking app, but they don't really post thought leadership content that would make them an effective partner for an enterprise B2B company:

‍

‍

To see a creator’s previous content, you can look at their profile on Favikon and click over the “Posts” tab.

‍

‍

Past Partnership Performance

‍

If a creator has performed well with another parallel brand, there’s a good chance that they’ll succeed with your brand as well. 

‍

Favikon allows you to see creators who have tagged a brand and creators who have been tagged by a brand. 

‍

For example, if you have a content marketing tool, look at a brand like Ahrefs. 

‍

In Favikon, you can click on “Creator Network” and see all of the creators who have tagged Ahrefs or were tagged by Ahrefs (some may be employees, but they can also be good creator partnership candidates if you aren’t direct competitors):

‍

‍

Then, you could click on any of those creators to see their profiles.

‍

Once on their profile, go to the “Creator Network” tab.

‍

‍

Then, look at all of the "Has Tagged" posts.

‍

This dashboard shows all the posts they published that tag that brand. You can sort by "Most popular" to see which posts performed best (and worst):

‍

‍

Some of these posts, which tag a brand, are either employee advocacy or organic posts, but others are sponsored posts. 

‍

Either way, it demonstrates how effectively the creator promotes other brands and how their audience responds to these promotional posts. 

‍

These posts also provide a benchmark engagement rate estimate and might give you some new influencer campaign ideas.

‍

‍

Growth Trends

‍

If you're planning to build a long term relationship with a creator, engagement growth trends are particularly important for several reasons.

‍

First, you'll secure a better deal if you can establish the partnership before the creator becomes well-established. 

‍

Additionally, creators tend to have a career arc. 

‍

If you develop a partnership with a creator who is already big and whose growth has slowed, they'll likely begin to decline, and your sponsored posts receive progressively less reach and engagement for the same investment.

‍

Additionally, audiences tend to be supportive of emerging creators, although creators often become targets for controversies after achieving substantial success. 

‍

Favikon makes it easy to find growing creators as you can use the "growth rate" filter when searching for creators.

‍

For example, here I filtered by LinkedIn users with 1,000 to 10,00 followers who had a minimum engagement rate of 2.4% and were growing at a rate of 20%.

‍

‍

‍

Get More Insights Beyond Basic Engagement Rates

‍

These engagement rate guidelines are only helpful if you have the tools to find creators and analyze their performance data. 

‍

The easiest way to get started is to install the free Favikon plugin, as it will show you the average engagement rate of a creator.

‍

However, if you want help discovering creators, Favikon can help you find the perfect creators by allowing you to sort by:

• Industry (e.g., marketing, beauty, AI, etc.) 
• Follower count by platform
• Engagement rate by platform
• Growth rate by platform
• Country

‍

…and so much more.

‍

Favikon can also provide a detailed analysis of audiences, including their location, audience legitimacy (i.e., bots vs real people), interests, and more.

‍

It also has an entire CRM to manage the outreach and communication process in one place.

‍

You can try Favikon today to quickly find the right influencers for your next campaign across any social media platform.

‍

‍

Also See 👀
‍🏆 INFLUENCITY VS FAVIKON: INFLUENCITY ALTERNATIVE
HOW TO FIND SUBSTACK INFLUENCERS
‍HOW DOES FAVIKON RANK INFLUENCERS?