In digital marketing, the engagement rate refers to the level of “commitment” between an online audience with a brand or a person. It’s extremely valuable and intangible insight for companies nowadays, which must opt for values and practices to make their audience fall in love with their brand and therefore become loyal customers.
When we talk about an influencer’s engagement rate, we’re referring to the sense of commitment they’ve managed to generate amongst their online audience.
An influencer’s engagement rate is a valuable metric that serves as a solid prediction as to whether or not your marketing campaign will be a success. Why? Because the results of a marketing action tend to be measured by looking at the responses received from social media users to messages published by influencers on their social media feeds, which are usually related to a brand or its campaign.
These responses can be any of the following:
Now that we’ve briefly covered the importance of an influencer’s engagement rate, let’s take a look at what exactly it is and how we can calculate it.
Influencer engagement rate is one of the most important KPIs in Influencer Marketing. It’s an important parameter which allows brands to measure the level of interaction between an online audience and marketing content, by analysing likes, comments, retweets and shares, amongst other interactions.
In terms of a campaign’s development, engagement rate is one of the most commonly used criteria when selecting the best influencers for a collaboration. An influencer’s engagement rate is a great indication of whether or not their profile is interesting for a brand and its target audience.
In order to calculate an influencer’s engagement rate, you need to take into account the average interaction rate for their publications.
Influencer engagement rates can be divided into two categories:
As we previously mentioned, an influencer’s engagement rate refers to the level of interaction between their online audience and the content published for a marketing campaign. To work out an influencer’s engagement rate, it’s important to take into account the number of likes and comments as well as other types of interactions. Seems like a complicated task, right? At Influencity, we do it in a much more simple way.
With the help of our software, you’ll see this data at the click of button. But, how does Influencity obtain this data?
If we want to calculate a publication’s engagement rate, we have to add together the total number of interactions (likes, comments, etc) and divide it by the total Social Reach multiplied by 100.
N.º Post Interactions / Reach x 100
If we what we want to calculate is a profile’s engagement rate, this data must be extracted by analysing the average interactions per post and then divide this number by the number of followers multiplied by 100.
Total nº interactions / Reach of all actions x 100
Influencer engagement rates are analysed based on the following two concepts: the social network and the influencer’s followers.
Influencer engagement on different social networks
|
Social Network |
Average Rate | Above Average |
|
|
0.6 – 1% |
1% or more |
| 4% |
+7% |
|
|
Youtube |
20% |
+35%[1] |
An influencer’s engagement rate can also vary depending on their number of followers:
|
|
Nº of Followers | Average Rate | Above Average |
|
10-30K |
6% | 10% | |
| 30-80K | 4-5% |
6-7% |
|
| 100-300K | 3.5 – 4% |
5-6% |
|
| 500K + | 2-3% |
4.50% |
|
|
Nº of Followers | Average Rate | Above Average |
|
10-30K |
1 % | 1,5 % | |
| 30-80K | 0,8 – 1% |
1,20% |
|
| 100-300K | 0,6 % |
1 % |
|
| 500K + | 0,4 % |
0,6 % |
|
YouTube |
Nº of Followers | Average Rate | Above Average |
|
10-30K |
20% | 30 % | |
|
30-80K |
25% |
35% |
|
| 100-300K | 30% |
40% + |
|
| 500K + | 15% |
25%[2] [3] |
To improve your campaign’s engagement rate, we recommend posting content that generates higher levels of engagement, such as the following:
Now, let’s get down to the core of the problem. To improve your engagement rate, it’s essential to do the following:
A good engagement rate is achieved with quality content and, of course, quality influencers. Selecting the right influencers is therefore of the utmost importance.
Thanks to tool such as Influencity, you’ll be able to find the best profiles, based on data and metrics.
For example, we recommend choosing YouTube and launching marketing actions which influencers which encourage user participation, such as competitions or raffles, as we previously mentioned.
Furthermore, it’s essential that the content created for a campaign with influencers is organic and doesn’t appear to be commercial content.
By following this advice, selecting the correct profiles and following trends from your sector, your engagement rate will improve exponentially.
Do you want to get higher engagement rates for your marketing campaigns? Get in touch and we’ll give you hand!