Trying to understand what a good engagement rate is? In this blog post, we'll explore exactly what Instagram Engagement Rate (ER) is, and show you how to track yours over time using an engagement rate calculator.
Engagement Rate (ER) is a crucial metric for understanding how successful your content strategy and overall presence are performing, as it reflects followers' interaction with posts, stories, and reels.
Low ER indicates that the audience does not like the content.
Extremely low ER can indicate that most of the influencers’ followers are bots or inactive accounts. If you are trying to understand whether it is worth buying advertising from an influencer, then you can read my article: Best Fake Follower Checker Tools (Free and Paid)
A high ER can be an indication that followers find value in what you're sharing - so learning how to boost this number of likes and comments, should be at the top of your list!
The engagement rate is a metric used to measure the level of interaction between an account and its followers. It’s calculated by dividing the total number of engagements (likes, comments, shares) on a post by the total number of followers that account has.
For example, the post below has 42,400 likes and 206 comments. Thus, the ER of this post would be (42400+206)/856000 *100% = 0.05%. Where 856 000 is the number of followers.
Post engagement rate is a good metric if you want to compare posts, but if you want to compare two influencers, you should use the Average Engagement Rate.
Firstly, you should determine how many posts you want to include in the Average Engagement Rate. Usually, it’s 12, but if the influencer makes posts very often, e.g. 3 times per day, better analyze all posts for the last 30 days.
Well, let’s look at the same account and calculate the average ER: (2,794,424+410,871+360,196+485,698+147,586+320,658+270,635+354,257+450,235+354,698+264,874+2,896,547) / 856,000 / 12 * 100% = 0.78%
Calculating ER takes a lot of time.
That’s why we advise using an Instagram engagement calculator like
It’s important for creators and businesses to track their ER in order to gauge how successful they are at connecting with their audience and creating content that resonates well enough for people to take action (like or comment).
If your business’s posts consistently receive low levels of engagement compared to similar accounts in your industry, then it may be time for you to rethink your content strategy or consider partnering up with influencers who already have engaged audiences.
There are a lot of different options available. Each one of these calculators has its own unique benefits so it’s important to explore them all in order to get an accurate understanding of your Instagram performance.
Here are some of my favorites that we used for fast-checking influencer audience quality:
Another great calculator is
When looking into potential partnerships brands should pay attention not just to overall numbers but also specific metrics for an Instagram account such as comment ratio (comments divided by likes), response time (how quickly this person respond back), and used hashtags and captions.
All these things combined help paint a clearer picture regarding whether or not working together makes sense from both sides. A good influencer ER depends largely on the size of its following. However, any amount above 3% could be considered “good” or even “great” depending on the context/industry/platform.
My team does a lot of influencer marketing, and we have deduced for ourselves the pattern of what engagement on Instagram should be for which creator depending on the followers count.
The engagement rate of nano influencers is typically higher than other tiers of influencers because they have smaller, more engaged audiences. We found that the average ER for Nano Influencer is 4.5%. A good ER is all over 5%. But if ER for Nano-influencer is lower than 2% that's probably means there a lot of fake followers.
The engagement rate of micro-influencers can vary greatly depending on the niche they are in, the type of content they post, and the size of their following. Generally speaking, though, micro-influencers average ER is 1.9%. Accounts with more than 50K followers should aim for at least 1%.
Macro influencers tend to be celebrities or well-known personalities in their field of expertise and command higher prices for sponsored posts. Collaboration with this type of influencer is important for brands looking to reach a larger audience. By working with macro influencers, brands can leverage their reach and impact to create broader awareness for their products or services.
But usually, macro-influencers average engagement rate is 1.2% or even lower. For instance, an Instagrammer with 500k+ followers might not get excited over 2% since that means 25k+ likes per post which isn't particularly impressive considering some top-tier accounts easily hit 6 figures per post.
Engagement rates on Instagram vary greatly depending on the type of content you post, your audience size, and other factors. Generally speaking, an ER of 1-3% is considered good for most accounts. However, if you have a larger following or are posting more engaging content such as stories or reels, it’s possible to achieve higher ERs up to 8-10%.
A 10% ER is impressive for most businesses on Instagram. Typical that high rates can be only on Nano-Influencers' accounts.
The average Instagram ER for 2023 is expected to be around 3.2%. This means that on average, for every 100 followers a business has, they can expect about 3.2 people to engage with their posts (likes, comments, shares).
The ER for 1000 followers will vary depending on the type of content you are sharing and the audience that you have. Generally, an average ER of 1-3% is considered good. This means that 10-30 people out of your 1000 followers should be engaging with your posts in some way (liking, commenting, or sharing). If you are consistently achieving higher than 3%, then this could indicate that your content is resonating well with your audience.
Knowing what a good ER on Instagram is and how to increase it can help you make better decisions when it comes to content creation and influencer outreach.
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