Use our free engagement rate calculator to see how well influencers connect with their audience
Use Modash to analyze creators & their audiences
Inside Modash, you can get a complete analysis of any Instagram influencer. Find engagement rates, fake followers, growth rate, audience demographics, and more.
Some popular examples
Click on a profile to see a different example, and type in any username
above.
To determine an influencer's engagement rate, add all of the
engagements (likes + comments etc.) across all the influencer's posts
on a particular profile, divide by the total number of followers, then
multiply by 100.
Using this formula, you'll be able to view the total overall
engagements for an influencer's profile.
Modash uses the most recent 30 influencer posts to calculate
engagement rate.
Instagram hiding likes makes calculating engagement rate harder than
ever
Instagram’s new experiment to remove likes is rolling out across the
world.
What first started as an experiment in Canada and Australia is now
going to impact every single marketer using instagram influencers.
Use Modash to stay in the know about your ambassadors engagement rate.
What is a good rate of influencer engagement?
Checking engagement rates isn’t useful unless you have benchmarks to
compare against. Using data from XXM influencer profiles in our
database, we’ve put together some benchmarks:
Less than 1% = low engagement rate
Between 1% to 3.5% = average or good engagement rate
Between 3.5% to 6% = high engagement rate
Above 6% = a very high-level engagement
Modash does more than just calculate engagement rate
Use Modash to discover new influencers, analyze their profiles & audiences, and monitor your campaigns. Get a 14-day free trial.
Engagement varies per niche & platform
Remember to compare apples to apples. What constitutes a good
engagement rate for an interior designer on Instagram might be
completely different to that of an engineering YouTube channel.
To properly evaluate engagement rate, we recommend not only using
our benchmarks above, but also comparing influencers to similar
creators in the space. One method of finding similar creators is to
use our influencer lookalike tool.
Follower count affects engagement rate
Average engagement rate gradually drops as an influencer's follower
count grows.
This was true anecdotally based on influencers we & our users have
worked with, and it has since been backed up by various studies,
including our own benchmarks.
Smaller creators with <10k followers tend to have the highest
engagement rates. While macro influencers or celebrities achieve a
lot more reach, the engagement rate inevitably slows down.
A good engagement rate alone isn't enough
Checking engagement rate is a great start for auditing a potential
partner, but it isn’t bulletproof on its own. You should also be
thinking about things like:
Authenticity. How much of their following is made up of fake
followers?
Growth rate. Is their audience growing over time?
Audience profile. Are they reaching your target demographics &
geography?
Content quality. Would you be happy for your brand to be
represented by this person?
Combining all of these factors in your influencer vetting process
will maximize the chances of profitable partnerships
Frequently Asked Questions
What is influencer engagement rate?
Influencer engagement rate is a metric that reflects how often a
creator's
followers interact with their content. A higher engagement
rate is desirable because it shows that the creator's audience is
interested in their posts.
How do you calculate engagement rate?
Engagement rate is calculated by using this formula:
Average Organic Engagement Rate (%) = Total Engagement / Total
number of followers x 100.
You can apply the formula to a single post, or to view an overall
average for a profile.
What is a high engagement rate?
Engagement rate benchmarks vary based on a lot of factors. The
biggest factors are the channel, the follower count, and the niche.
At a broad level,
1-2% is considered standard,
3-4% is considered good,
5% and anything above would be exceptional.
You should compare influencer engagement rates against similar
creators (similar in terms of follower count, and audience) where
possible, instead of using generalized benchmarks.
A complete influencer marketing platform
Modash has all the tools marketers need to start & scale influencer programs. Learn more about what Modash can do: