A lot has changed since we last published our post on engagement rates. We’ve had an influx of influencers signing up to the platform, which means we now have a huge sample size, to make engagement rate, inferences from.
And of course, social media channels specifically Instagram have seen various changes in their algorithms. Which also means that for some of you, your engagement rate may have experienced a hit, whilst for others it has shot up.
Nonetheless, we've created a simple guide for you to determine whether or not you fall in or out of the engagement rate "norm".
Engagement rate... err what?
Engagement, is the percentage of your audience that on average engages with your content. It's an indicator as to whether your audience finds your content interesting enough to interact with it; to go that extra step by “liking”, “commenting” or “sharing” your post.
On ZINE engagement rate for Instagram is shown as a percentage and is based on your last 15 posts. Considering the number of "likes" your post receives and your "total reach" engagement rate is calculated as:
AVG likes (total likes of 15 posts/15) / Total Reach * 100 e.g 324 (4,869/15) / 12,000 *100 = 2.7%
But what does my engagement rate actually mean?
We’ve grouped just over 10,000 quality influencers who have signed up with ZINE and calculated their average Instagram engagement rates to give you a little context.
Depending on what bracket you fall into based on your reach, you can figure whether your engagement is proportionate to your reach with the graph below.
To sum it all up:
- If your reach falls between 1-10k you should aim for an engagement rate nearing 6%
- If you reach falls between 10-50k you should aim for an engagement rate nearing 4%
- If you reach falls between 10-50k you should aim for an engagement rate nearing 3%
- If you reach is above 1 million you should aim for an engagement rate nearing 2%
Engagement falls as reach grows
What smaller influencers lack in reach, make up for in engagement. Ironically smaller influencers may have a smaller reach but not necessarily a smaller influence (unless you’re Zoella who with a 6% engagement rate, is an exception to the rule).
Smaller influencers (micro-influencers) tend to focus on niche areas, leading to a more specific and focused audience. A smaller following, allows for a give-and-take kind of interaction, influencers being more in touch with their audiences as a result; influencers responding to comments, answering questions and returning the likes. Influencers with a smaller following and increased engagement rate are perceived as more trustworthy and their following, more active, authentic and loyal.
Am I a Micro, Mid, Macro-influencer or Social Celebrity?
Brands like to categorise influencers and distinguish between micro, macro, mid-influencers and social celebrities.
If you have a following of 2,000 to 30,000 you are considered a micro influencer, reach from 30,000- 250,000 you are considered to be a mid-tier influencer and macro-influencers typically have a following of 250,000-1 million. If you have a following of over 1 million you are considered a social celebrity.
What about those algorithm changes?
When Instagram's algorithm was rolled out, the idea was to prioritise user-generated content that will spark conversations and interactions. It was designed to bring more likes, comments and engagement. Which our analyses show that it's doing just that, as compared to last year we have seen the engagement rates of influencers on ZINE sky rocket.
If you feel that your engagement rate has dropped post algorithm changes, take a look at our blog post to outsmart these changes and boost your engagement rate.
Want to skip all the manual calculations?
Sign up with ZINE to find out your exact engagement rate and dive into more of your analytics.
I'm head of Content at ZINE, where I use my expertise in fashion consumer psychology to empower brands and influencers in their marketing campaigns. I love to travel, bake as well as shopping online.