The figure of the influencer is now well known by most of those involved in web marketing but also by non-professionals. Whether they are well-known names with thousands or millions of followers or micro influencers with a narrower but loyal and very targeted audience, influencers can be valid allies for the business of large or small brands. However, the choice of the right person is essential for the success of the web marketing strategy and you must therefore carefully evaluate who you want to bring into your project and how. A very important parameter is the engagement rate. Let’s see what it is and how to calculate it.
What is the engagement rate?
The engagement rate is the audience engagement rate within a given account or fan page . That is, in simple words, how much you are able to involve the audience that follows us through our content and initiatives, regardless of the number of fans you have. Because having many followers is not enough for a profile to be successful and bring concrete results. Real interactions with people are needed. Ok, in theory we are there right? But how is this engagement rate measured in practice? How do we evaluate it concretely?
How to calculate the engagement rate on Instagram
One of the social networks on which the influencer activity is expressed most is undoubtedly Instagram. The reign of the influencer. Here the average engagement rate is higher than on other social networks, such as Twitter or Pinterest for example, and is between 3 and 6% ., So if you have values below 3% something is wrong and needs to be fixed.
However, there are many mathematical formulas to calculate the engagement rate and everyone experimenting can find the right one. The most used is probably this: like + shares + comments / number of fans x 100 .
This formula has a big advantage: it’s very simple . It presents different difficulties, for example it does not take into account the number of published posts and only considers some interactions. It is therefore preferable to use the formula that they consider the number of posts published in a given period and thus allow to verify how much the publication frequency affects in a given period.
If calculating the engagement rate manually seems like a pain in the ass, there are some free tools to do it for you. One is Phlanx where you just need to enter your Instagram nickname to quickly get information on the engagement of your entire account. The other is Influencer Fee , which allows you to obtain even more detailed information in terms of the number of likes and comments.
Clearly, since there is no official formula for calculating the engagement rate on Instagram, the engagement percentages change in relation to the formulas used. Comparing the two tools recommended above, we realize how the engagement rate of the same profile is different on the two sites.
In practical terms, just compare the engagement of your profile or what you intend to evaluate with a reference profile using the same tool.
Why engagement rate is important
Can you do without the engagement rate? If you want to set up a well-made strategy and choose the right influencer, no, it is a parameter to be evaluated very carefully. In fact, the number of followers in absolute does not matter to determine the value of an account but what is really important are the interactions, their quantity and quality. And above all the relationship between the number of followers and the amount of interactions. In fact, there are various accounts that buy followers and get high numbers thanks to bots and automations without really having an involved, attentive and interested audience. To assess how influential an influencer really is, the engagement rate is therefore a fundamental parameter to consider before making decisions for your business.
Of course, as is well known, all Instagram metrics can be altered thanks to bots. The direct evaluation of each account – without relying on tools or formulas – therefore remains fundamental. However, engagement on Instagram is a much more significant metric than the number of followers.