Having a number of followers that soars into the tens of thousands is impressive, sure. But what does that actually mean when looking at genuine interaction with Instagram users? Not all that much, in actual fact. What we should all be looking at is Instagram engagement. Instagram average engagement rate 2019 has fluctuated massively. Check out our blog post Instagram Engagement Rate – Three Reasons Why It Has Declined for the tea spilled on that. Engagement rate measures how many users are actually reached by a particular account. Your favourite selfie-posting, paid partnership bragging, Facetune flexing influencer might not be as successful as they first appear.
In this blog post we will give you a quick rundown of how engagement is calculated and why it’s important. We will also delve into how these figures affect personal, influencer and business accounts. It all comes back to marketing some way or another, honey – and who better than the Monumentals, a social media agency, to set the record straight.
Put simply, engagement is a figure that shows how much of an account’s content actually reaches its followers. Relatively straightforward, right? Well, the calculations are a bit more complex. Scrunch.com have concocted a handy little equation to explain:
Average Engagement Rate (%) Per Post = Total Engagement / Follower Counts / Number of Posts x 100
This can be a labour intensive process to carry out for a large volume of users. I mean look at it. So, thankfully there are pieces of software that can do that for you. These calculate an Instagram average engagement rate across all users. As of 2019, this figure is 4.7%.
Should you give a monkey’s about the Instagram average engagement rate? Short answer: yas. If your account’s engagement is a lot lower than the average, then you may want to give yourself a long, hard look in the mirror. There are obviously some improvements that need to be made. Don’t beat yourself up too much though – engagement rate is different for different kinds of accounts. For example, a personal account with fewer than 1K followers will have a higher engagement rate than a brand account with 50K followers. It’s all relative.
Crunch time for engagement rate really only comes for influencer and business accounts. In influencer marketing, engagement is crucial because it attests to the performance of an account. This in turn makes said account more or less appealing for businesses to approach for sponsorship or PR deals. Reach (the number of followers) is important, but engagement is the true measure of marketing viability.
For business accounts, it is also important to have as high an engagement rate as possible. Companies will compare their statistics to the Instagram average engagement rate and hence determine whether their performance is adequate or not. Although, it is important to note that engagement rate is not always directly comparable. For example, a food blogger’s engagement may be significantly higher on Instagram than Facebook, because it is an image based platform. Therefore, when an influencer is deciding whether a business will be a good partner for sponsorships, they must take into account the nature of the platform whose average engagement rate they are looking at.
We hope this blog has been served you an adequate dose of social media marketing tea. Remember – follower count isn’t everything. Be wise to the lure of reach and know that engagement is key.
If you have any other questions, please contact us at Monumental Marketing.
Never miss a Monumental Moment again.