Introduction to Engagement Rates
Engagement rate is one of the most important metrics to consider when evaluating an influencer for a partnership. While follower counts are often the first thing brands look at, engagement rate reveals the true strength of an influencer’s connection with their audience. It measures how actively and genuinely their followers interact with their content.
However, what constitutes a “good” engagement rate varies depending on the platform. On Instagram, you might focus on likes and comments, while TikTok emphasizes shares and video completion rates. On YouTube, watch time and click-through rates take center stage.
This guide will break down engagement benchmarks for Instagram, TikTok, and YouTube to help brands identify influencers who not only have an audience but an engaged one that can drive real results. Let’s explore what you should be looking for when selecting the right influencer for your campaign.
What is a Good Engagement Rate on Instagram?
Instagram is a hub for visual content, where audience engagement goes beyond the numbers and reflects brand loyalty and community connection.
Benchmarks:
- Small Accounts (<10k followers): Engagement rates can range from 6-10%, often because of a more intimate and engaged audience.
- Medium Accounts (10k–100k followers): Engagement drops slightly, with an average of 3-5%, as audiences scale.
- Large Accounts (>100k followers): Rates drop further, averaging 1-3%, but top-tier influencers or niche-focused brands can still maintain higher engagement rates.
Key Features Driving Engagement:
- Instagram Stories: High interaction rates through polls, Q&A, and quizzes.
- Reels: Favorable algorithm placement makes Reels an engagement booster, especially when trending audio is used.
- Carousel Posts: Encourage swipe-throughs, making them great for educational or storytelling content.
- Saves and Shares: A “save” is more valuable than a like, indicating intent to revisit the content.
What is a Good Engagement Rate on TikTok?
TikTok has rewritten the rules of social media with its algorithm favoring authenticity and viral trends.
Detailed Benchmarks:
- New Accounts: Engagement rates can soar to 10-15%, as TikTok’s algorithm tests new creators’ content to diverse audiences.
- Mid-Level Creators (10k–50k followers): Average rates hover around 6-8%, especially for creators participating in trending challenges.
- Established Creators (>100k followers): Engagement rates of 4-6% are common, but viral content can spike these numbers significantly.
Key Factors Affecting Engagement:
- Trending Content: Participating in challenges or using trending audio improves visibility.
- Short and Sweet Videos: TikTok videos that captivate viewers in the first 3 seconds often have higher completion rates.
- Hashtag Strategy: Niche hashtags can help content reach the right audience.
- Engagement Features: Comments, duets, stitches, and shares allow for interactive audience participation.
Engagement Metrics on YouTube: What to Look For
YouTube engagement is measured differently due to its long-form video format.
- Benchmark Rates: A good engagement rate for YouTube is typically around 5-10%, depending on content type and audience size.
- Important Metrics: Watch time, likes, comments, shares, and subscriber growth are critical. CTR (Click-Through Rate) for video thumbnails also plays a major role in determining engagement.
How to Improve Engagement Rates Across Platforms
- Know Your Audience: Use insights and analytics to tailor content.
- Consistency is Key: Post regularly to build familiarity with your audience.
- Leverage Platform-Specific Tools: Use Instagram Stories, TikTok trends, and YouTube playlists effectively.
- Engage with Your Audience: Reply to comments, ask questions, and create interactive content.
- Collaborate with Influencers: Their engagement rates can help boost brand visibility. Check out our post on different types of influencers here.
Key Takeaways
Engagement rates offer invaluable insights into your social media performance. While benchmarks vary across platforms, aiming for consistent improvement and leveraging analytics ensures long-term success. Whether you’re focusing on Instagram’s aesthetic visuals, TikTok’s trending short videos, or YouTube’s in-depth content, the key is to stay audience-focused and adaptive.