Q: What’s considered a good engagement rate? How do we know what works best and how do we calculate engagement rate?
That’s a great question. Let’s think of the engagement rate as currencies in the world of influencer marketing. While it’s important to look at the number of followers and likes per post, the best way to measure the success of each campaign is by using the engagement rate. It’s also a reliable way to see how well an influencer’s post is doing.
At ITTIFY, we make sure that we work with influencers with an engagement rate of 1% to 3%. However, we have to stress that this depends on the industry and it will vary. For example, Gen Z campaigns tend to have higher engagement rates compared to motherhood campaigns. There’s no “perfect” percentage across the board.
Rest assured, we maintain a high level of professionalism. and if we find any of our influencers purchasing bots or followers, swift action will be taken!
How do we define a good engagement rate then? We calculate the engagement rate by posts (ER post) formula. This formula is part of our software and it will automatically calculate for you once you’re signed on for a campaign with us.
Engagement rate by posts (ER post)
ER post = Total engagements on a post / Total followers *100
If you want to calculate the average ER posts, you need to add it all up and divide it by the number of posts as shown in the formula below:
Average ER by post = Total ER by post / Total posts
This is a great way to track engagements on a single post, rather than looking at the likes alone. Brands have to be prepared because Instagram is looking at removing likes and they are already experimenting with accounts in the US. This is a more stable metric to calculate in the long run. However, if the follower count goes up, the engagement rate will tend to drop.
There are a few other methods to calculate engagement rates, depending on your preference. Let’s look through some of the formulas generally used to calculate engagement rates:
(Maybe you can box it up so it’s easier for people to see ERR and ER)
Engagement rate by reach (ERR)
This is a good way to measure using the people who have interacted with a post after seeing it.
ERR = total engagements per post / reach per post * 100
Engagement rate by impressions (ER impressions)
Often used for paid content, this is a great way to calculate how often the content appears on the screen.
ER impressions = Total engagements on a post / Total impressions *100
If you have more questions, don’t hesitate to contact us!