What is a good engagement rate on Instagram?

December 20, 2018

How to find your engagement rate on Instagram.

In contrast to the giants of social media like Twitter or Facebook, Instagram is an application without specific analytics. It would be completely understandable if you as a user have several pertinent questions about Instagram data analytics and no specific way to provide an answer. The engagement rate on Instagram is a simple metric to understand that is ideal to scrutinize your social and content media networks. This is of particular relevance if you wish to make sure you are on the receiving end of bona fide Instagram profiles of people just like you, and not spam or spoof profiles. So how to go about finding this method of measurement?

Defining engagement rates (ER) on Instagram.

ER for Instagram is the amount of “total engagement” received by an Instagram account over a specific period of time, expressed as a percentage of followers. The equation is written as Engagement = Engagement / Followers. Engagement is defined as anytime a user likes or comments on one of your posts. You can define engagement in separate ways, one specifically focused on likes and the other for comments. It depends on your particular commercial needs. But any interaction by other users with the photo is considered “engagement”

How to find your engagement rate.

Instagram has no data analytics “dashboard” but that doesn’t mean users are taking wild guesses. To find your ER for an Instagram page, you could use your own numbers or even that of a competitor! Reachbird provides you with the best analytics that are designed from the ground up to track and measure the success of your influencer marketing campaigns. To make things easier, Reachbird can be set up to provide you with a PDF reporting function for all your metrics: number of likes, number of comments, number of posts, interactions total, number of influencers and engagement rate total. For strategic content and brand managers on Instagram, this is priceless information to beat the noise of the social media world and help make your brand stand out.

The following screenshot is an analysis example of a Reachbird Instagram influencer. The first framed number is the average engagement rate on Instagram of the whole account. This was calculated by adding all likes and comments from all historical posts of the influencer divided by his number of followers (In this case 18.200). The next framed box shows the engagement rates for each post on a timeline. The third framed number is the avg. engagement rate for the single post (In this case (1.300+31)/18.200). The engagement rate on Instagram is a relevant number in order to estimate the quality of influencers.

engagement-rate-on-instagram-influencer

Key calculations and definitions:

Engagement Rate on Instagram**:** (Number of likes & comments) / (Number of followers)

→ Instagrammer with 100,000 followers and an engagement rate of 3% = 3000 likes + comments!

User-generated-content: Any form of content ( e.g. blogs, posts, tweets) that was created by users of an online system or service, often made available via social media websites.

Virality: Virality in Instagram is just possible when starting a photo-contest: E.g. influencers may initiate a contest and followers share own content with hashtags (#) or mentions (@).

Virality factor: 21% of the follower reach (e.g.: Influencer reach = 1.000.000 – approx. 250 repostings from followers that reach again 210.000 followers)

ROI: The average estimated ROI on 1$ spend is 6$ in influencer marketing

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