Jun 23, 2021
Jun 23, 2021
While there are various ways to grow your brand or business online, Instagram continues to be the leading platform to attract new audiences, gain brand loyalty, and stand out among competitors.
But, how does your Instagram account compare to others in your industry? Do more followers lead to higher engagement? To understand how Instagram drives success for your brand, it’s important to know what variables factor into your engagement rate.
Instagram's engagement rate quantifies the level of user interest and interaction generated by the content you post. Engagement rates factor in your number of followers, likes, comments, and saves on your in-feed posts or Stories.
Instagram Engagement Rate % is calculated by totaling the number of likes, comments, and saves on a post then dividing that number by your follower count.
[(Likes + Comments + Saves) / Followers] x 100
With the culture surrounding visible engagement on Instagram posts is evolving, particularly with Instagram’s latest option to hide likes – follower count is becoming less of a focus on the platform. Moving away from vanity metrics creates an opportunity to conduct a more meaningful assessment of your Instagram's performance. Factoring in comments and saves into your engagement rate calculation can provide a more substantive way to measure the success of your Instagram strategy.
How do you determine if your engagement rate is reasonable or at least on par with other similar accounts? In general, the average engagement rate for all users on Instagram is 1.22% according to Rival IQ.
After analyzing a month's worth of anonymous PLANOLY data, we uncovered the average engagement rate on Instagram for PLANOLY users is 2.93% – yes, you read that correctly!
So why is it more than twice the average of other users? For starters, consistently posting and engaging with your audience when they’re active helps increase your engagement rate over time. Consistency works to build connections and trust between your brand and target audience. In addition, using an Instagram scheduling and analytics tool like PLANOLY makes it easier to regularly post, know when your audience is most likely to engage, and connect with your audience.
The average engagement rate will vary significantly based on your audience size. After analyzing 30 days of anonymized Instagram posts from PLANOLY users worldwide, we uncovered the average engagement rate for each tier of audience size. Each tier is based on the number of followers.
While it’s important to be mindful of your engagement rate, remember it is only one metric of success within your overall strategy – other factors like community engagement or how often your Instagram drives traffic to your site are valuable measures of success.
Whether you're an influencer, business, or social media manager, engagement rates help track your audience's interests and your brand's relevancy in the industry. Engagement rates can also signal legitimacy to potential new followers to gain their trust. Your Instagram engagement rate allows you to:
So you've tracked and calculated your Instagram engagement rates, but need to share the learnings with your team or clients. If you manage a brand or multiple accounts on Instagram, it's essential to monitor and share learnings to help meet your stakeholders' goals.
How does your rate compare to the average rates shared above? Is it on par, better, or needs improvement? Here's how you show value based on your user type.
Identify what's most important for the client. Is it growing their following, increasing shares, building customer loyalty, or driving sales? Next, share ways you plan to sustain or increase the engagement rate if necessary to reach those shared goals. What if your audience size is small, but you identify that you're increasing in comments and saves from your followers week to week? Share with your stakeholder or team how that might be a more significant indicator of customer loyalty than just follower count.
If you're an influencer, you want to establish yourself as a strong asset for your partnerships. Identify your average engagement rate for both organic and sponsored content. If your sponsored content above average already, hats off to you! If your engagement rate is lower than averages, identify if or how you want to improve your rate. Other ways to show value to partners beyond just the engagement rate include how often you drive traffic to a site, receive direct feedback in messages, or have historically met the partner's goals.
As you continue to set Instagram goals for you and your business, know that engagement rates aren’t the only way to measure success in your marketing efforts. If you’re trying to reach new customers, consider influencer partnerships with nano influencers. Nano influencers provide historically higher engagement rates than most groups. Most Instagram users are considered "nano," meaning they have less than 10k followers and have a highly engaged audience.
Engagement rates are one of the key metrics to consider when evaluating and quantifying the success of your Instagram marketing efforts. Unlike mere likes and comments, engagement rate provides you with a comprehensive view of multiple metrics and provides a more thoughtful, in-depth look at the health of your Instagram account.