Understanding Engagement Rate Based on Follower Count
In order for any campaign to be successful, having creative ad content is key. That is why using influencers to represent your brand is the best way to do this. Influencer marketing offers a unique advantage to brands because when influencers are creating content, they are able to put forward their own unique spin to a general idea. This creativity is what drives engagement and sales and gives your brand the recognition it deserves. In the past, selecting an influencer based on follower count seemed to be the most effective method in reaching a larger audience size – however, that is not the case. Keep reading this blog to discover how influencers with smaller followings have higher engagement rates and what this means for your brand.
Why Engagement Rates Matter
While it may seem like influencers with a more considerable following will be the best representative for your brand, the reality is that they most likely have low engagement rates. When posting branded content, it is essential to measure engagement throughout the campaign, but it is also important to know beforehand the average engagement rate of an influencer. Influencers – such as micro-influencers – may have a smaller following, but they have more significant engagement rates, which is a positive sign for brands. This is because the greater the engagement per post, the more people in your desired audience the content will be reaching.
Engagement rates are important to know and monitor because a higher engagement rate often means that followers are close with this influencer, and trust them, and are loyal to them. This means they are more likely to click on any promotional content that influencers post because they trust that your brands’ products/services are relevant to them.
How Engagement Rates Are Calculated
To calculate engagement rates, a simple formula is used. First, you must add the number of likes and comments on a single post and divide that number by the influencers follower count. Then, you multiply that number by 100. Therefore, if an influencer had a combined 10,000 likes and comments on a single post and had 80,000 followers, their engagement rate would be 12.5%.
An engagement rate of 12.5% is exceptionally high, and the industry-standard states that anything above 6% is considered very high. Engagement rates between 3%-6% are also considered high, while most influencers have engagement rates of 1%-3%.
Average Engagement Rates Based on Influencer Size
There are 4 types of influencers: nano-influencers, micro-influencers, macro-influencers, and celebrity influencers. Each influencer type is effective when placed in the right campaign. To learn more about influencer types, check out our blog “Different Types of Influencers”.
Nano-Influencers: This influencer type typically has a following of 1,000-3,000 and an engagement rate of between 8%-10%. Having such a high engagement rate is attributed to their highly personal network of followers.
Micro-Influencers: These influencers have a following of 3,000-80,000 and an engagement rate of between 3%-8%. Micro-influencers also have a significantly high engagement rate, which can be attributed to their audience having niche interests and in a targeted location.
Macro-Influencers: This type of influencer has a follower count of 80,000-100,000 and an average-sized engagement rate of 1%-3%. An influencer with this many followers typically has an audience with niche interests but in a broad location.
Celebrity Influencers: Lastly, this influencer type typically has a following upwards of 500,000 but an engagement rate of less than 1%. With such a large number of followers, these influencers have a broad audience with broad interests.
Knowing the reach of an influencer through their engagement rate is a great way to measure the success of a campaign. By having this information, it is easy to calculate how many people will be viewing the advertisement and how many people will engage with it. In general, the greater the engagement rate, the greater the success of a campaign. However, it is important to note that sometimes having a well-known influencer with a lower engagement rate may be the perfect influencer to gain brand awareness. Are you ready to launch your influencer marketing campaign? Click here to schedule a consultation, or visit: https://embold.co/book-call/