What You Need to Know About Influencer Engagement Rates
GRIN also recommends this free guide: How to Get ROI from Influencer Marketing.
Whenever you’re planning to start an influencer marketing campaign, you need to first find reliable influencers. You may have an amazing product and offer, but if you are not able to find the right influencers to partner with, your campaign may not succeed. To find reliable ones, you need to look at their influencer engagement rates.
The reason for doing this is that there are a lot of fake influencers out there who buy likes and followers. On the surface, they may seem like great people to partner with. However, they have low engagement rates, and their audiences may not match your target audience. Collaborating with them may not be beneficial to your brand.
Now that you know why influencer engagement rates are important, let’s look at what exactly engagement is.
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What is Engagement?
Engagement is the number of people who interacted with a particular post. When an influencer puts up a post, their followers will engage with it. This engagement can be in terms of:
- Views (in case of videos)
Finding out the total number of engagements helps you calculate influencer engagement rates. You can find the influencer engagement rate by dividing the total number of engagements by the total number of followers. There can be some minor variations to this based on each social media platform.
Now that you know what engagements and influencer engagement rates are, let’s take a closer look at why they are so important.
Why Are Influencer Engagement Rates Important?
Influencer engagement rates help you decide which brand influencers you should work with. Through influencer engagement rates, you can find out how well the content created by the influencers performs on different platforms.
The influencer engagement rates can also help you figure out the ROI that you can get from your influencer campaigns. This is because the rate can help you determine how well the audience responds to their content.
You can also use influencer engagement rates as a benchmark to see if your campaign succeeded or not. If the engagement rate for your campaign comes out to be higher than their average rate, your campaign can be considered as a success.
Similarly, if the rate turns out to be lower than their average rate, it shows that your campaign was not as successful as it could have been. This can mean that there may have been some problems with the content that need to be rectified to succeed.
It is important to understand that if a person’s followers don’t engage with their posts regularly, they aren’t really influencers. Just having a large number of followers isn’t enough to become an influencer. They need to develop personal connections with their followers and spend time engaging with them.
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Influencer Engagement Rates Are More Important Than Reach
It is necessary to understand that the reach of an influencer isn’t all that matters. You must also look at the influencer engagement rates before deciding to collaborate with them. This is because only engagement can bring people to your business. Reach, on the other hand, helps spread brand awareness.
Usually, as the number of followers increases, the engagement rates decrease. That’s why you need to find the right influencer who can deliver both engagement and reach.
Usually, brands reach out to large social media influencers to increase brand awareness. On the other hand, if they want to generate sales or leads, they often partner with micro-influencers who have higher influencer engagement rates.
Collaborating with micro-influencers can help you get the most out of your money too. This is because they charge less, and their influencer engagement rates will be higher. Due to this, the cost per engagement would be significantly lower.
Now that you know the importance of influencer engagement rates, let’s look at the engagement stats on various social media platforms.
Influencer Engagement Rates on Facebook
For Facebook, engagement is when a person takes some action on a post. This can be in terms of likes, comments, shares, and post clicks. The engagement rate on Facebook is calculated by dividing the total number of engagements by the number of followers.
Additionally, the engagement of Facebook is divided into two categories. One is active engagement, and the other is passive. Examples of active engagement are likes, comments, and shares. They are called active because a person has to think before acting there.
On the other hand, post clicks, image clicks, and video views are examples of passive engagement. These are done relatively mindlessly.
The engagement rates on Facebook range greatly based on the industry. RivalIQ found that the average engagement rate on Facebook was only 0.16%. The rates for different industries are:
- Food and Beverage: 0.24%
- Higher Education: 0.19%
- Hotels and Resorts: 0.21%
- Sports Teams: 0.19%
- Media: 0.08%
- Fashion: 0.1%
The average engagement rate of Facebook influencers was also 0.24%. This can be taken as the benchmark rate for Facebook influencer marketing campaigns.
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Influencer Engagement Rates for Instagram
Instagram is the channel most marketers prefer. About 89% of marketers feel that it is the most important channel for influencer marketing.
It is then only natural that the influencer engagement rates on Instagram will be much higher than on Facebook. The same study by RivalIQ found that the average engagement rate on Instagram was 1.73%. On the other hand, the average influencer engagement rate on Instagram was 1.87%. Additionally, the engagement rate was highest when the posts were photo posts or carousels.
The report also found that the engagement rates varied greatly with the number of followers. Those with less than 2,000 followers got about 10.7% engagement. This figure drops to 3.6% for those with 10,000-25,000 followers. Those with more than 1 million followers got only about 1.5% engagement rate.
Influencer Engagement Rates on Twitter
Over 500 million tweets are created every single day. With such a massive volume of tweets being churned out, it is only natural that not all will be noticed. This translates to a lower engagement rate on Twitter.
The average engagement rate on Twitter is only 0.046%. Just like Facebook, the rates vary for each industry as well.
- Food and Beverages: 0.062%
- Higher Ed: 0.062%
- Media: 0.013%
- Sports Teams: 0.038%
- Home Decor: 0.045%
The influencer engagement rates on Twitter are also low at just 0.046%.
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Influencer engagement rate is one of the most important deciding factors to take into consideration when looking for influencers. The engagement rates usually decrease as the follower count increases.
Based on the average engagement rates for each industry and social media platform, you can verify how well your campaign has performed.
What are the other essential things marketers should know about influencer engagement rates? Please share your thoughts in the comments.
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