What is engagement rate?

In influencer marketing, engagement rate is an important metric that shows the level of interaction an influencer typically receives on their content. It is a measurement of the overall performance of an influencer’s content and the response rate of an influencer’s audience.

Engagement rate is measured by the following formula:

Engagement Rate (%) = Total Engagement / Follower Count x 100

Engagement rate also differs depending on the platform that the influencer uses to promote a brand’s product. For example, if the influencer is a food blogger, the same content will have a different level of engagement on Instagram as compared to a blog post.

It is important to consider an influencer’s real engagement rate before proposing a collaboration. Engagement rate is more important than the number of followers. However, keep in mind that some engagement (i.e. likes and comments) is also fake, due to bots and self-promoters. The goal is to partner with influencers with at least a 3% engagement rate. This shows a good level of engagement and proves that the influencer produces content that their audience actually wants to be a part of.