Average Influencer Engagement Rate (By Follower Count)
Regardless of what niche your ecommerce store is in, there’s nearly always an opportunity to engage in influencer marketing to grow your business. This is especially so given its high ROI, which makes it a worthwhile effort.
But before you jump in, it’s important to know the influencer engagement rates on the most popular social media platforms and how they vary depending on the influencer’s follower count.
Average Influencer Engagement Rates on Instagram
According to a recent study, Instagram influencers with 1,000 to 5,000 followers receive the most interaction. They have an average engagement rate of 4.84%. This is calculated by totaling the number of engagements, dividing it by the follower count, and multiplying it by 100.
This is followed by those with between 5,000 and 20,000 followers, with an average engagement rate of 1.7%—nearly one-third the rate of influencers with fewer than 5,000 followers.
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Engagement rates fall to 1.22% and 1.06% for Instagram influencers with 20,000 to 100,000 followers and 100,000 to 1,000,000 followers, respectively. The rate rises slightly to 1.23% for influencers with over 1 million followers.
Average Influencer Engagement Rates on YouTube
On YouTube, influencers with 1,000 to 5,000 followers have the lowest average engagement rate, at 2.045%. This increases to 2.763% and 3.534% for influencers with 5,000 to 20,000 followers and 20,000 to 100,000 followers, respectively.
YouTube influencers with over 100,000 followers have the highest rates of over four percent. Those with between 100,000 and 1 million followers have average engagement rates of 4.142%, while those with over 1 million followers have slightly lower rates, at 4.064%.
Average Influencer Engagement Rates on TikTok
Despite TikTok’s relatively recent launch (compared to other social networks), it’s established itself as one of the most important influencer marketing channels for brands.
That’s no surprise, considering its high level of engagement rates across all the different types of influencers.
What’s most impressive is the 13.7% engagement rate influencers with over 1 million followers have. That’s more than 10 times higher than the rate of Instagram influencers with more than 1 million followers.
Of all the different tiers of influencers on TikTok, those with between 1,000 and 5,000 followers have the lowest average engagement rates (12.43 percent).