What is Instagram Engagement Rate and How to Calculate it

What is Instagram Engagement rate?

Engagement Rate (ER) is a popular social media benchmark that has evolved into an industry standard. This easy metric will help you measure the effectiveness of your actions and better understand how much of your audience is engaged with your content. ER numbers show how good the quality of your posts is.

How to Check Instagram Engagement Rate?

In plain language, ER is your likes and comments divided by the follower count. Although it might sound like a duck soup, in reality, you will need to make analysis yourself, post by post. And believe us, nobody got time for that. Truth be told, there are a thousand and one services that will make it for you. But with HypeAuditor, you will also be able to understand the Authentic Engagement of any Instagram account, i.e., how many of those likes and comments were generated by real people, not the suspicious accounts. And it will give you numbers before you even can say Blueberry pie. And that’s not even the half of the story.

Instagram Engagement Rate Formula

There are three formulas typically used for calculating ER by Reach:

ERR = Total Reactions/Reach * 100%

Average ERR = Total ERR/Count of Posts * 100%

or you can go with

Average ERR = Total Reactions/Unique Reach

or you can have HypeAuditor do all the work for you.

Instagram Engagement Rate Benchmark 2018

In March 2018, HypeAuditor ran a benchmark, studying the reports of almost 37,000 accounts for the last 90 days of activity. The notion behind the study was to conceive what the engagement rate of the influencers was and therefore come up with a basic average ER.

Tier 6 Tier 5 Tier 4 Tier 3 Tier 2 Tier 1
Number of followers 0—1K 1K—5K 5K—20K 20K—100K 100K—1KK >1KK
Average ER 10.58% 4.26% 2.28% 1.62% 1.55% 1.54%
Median ER 16.99% 6.45% 3.76% 2.63% 2.57% 2.56%
Min ER 0 0 0.001% 0.001% 0.001% 0.001%
Max ER 6600% 281.17% 220.69% 268.76% 98.16% 34.77%

The covered pool of accounts was divided into six tiers, based on the number of followers. The Report has shown that it is definitely not a one-size-fits-all situation when it comes to defining average ER.

Average Instagram Engagement Rate

According to our Report, the average ER is a variable depending on the number of followers. It can go up as high as 10.58% for zero to 1,000 followers or be as low as 1.54% for accounts with more than 1,000,000 followers. It really depends. And when reading your own ER, you should make an apples-to-apples comparison, looking at influencers with a similar number of followers.

The actual average rate lies in the range between 1% and 3.5% and is considered good in the league. If you are somewhere in the middle, then your audience is engaged with your posts. With numbers higher than 5%, you are hitting the balls out of the park.

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