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What is Considered a Good or Average Engagement Rate for YouTube in 2024?

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Average Engagement Rate On YouTube

What is the Average Engagement Rate On YouTube?

YouTube remains a dominant platform for content creators and brands, with over 2 billion logged-in users every month.

As influencer marketing grows, understanding what constitutes a “good” or “average engagement rate on YouTube” is crucial for brands looking to maximize their impact.  In 2024, the average engagement rate on YouTube varies widely depending on the influencer’s follower count.

This article explores average engagement rates, engagement rate growth, and follower growth for YouTube creators across different follower ranges to help brands determine what qualifies as a good or average engagement rate on YouTube.

What are the Key Metrics for YouTube creators?

The engagement rate measures how actively an audience interacts with social media content. It evaluates follower actions—likes, comments, shares, clicks, and saves—to gauge how effectively content captures attention and drives interaction.

The follower growth rate measures how quickly an account gains new followers over a specific period. It reflects the account’s ability to attract and retain an audience, indicating its growing influence and popularity. The follower growth rate is calculated as a percentage based on the number of new followers divided by the total number of followers at the start of the period.

The engagement growth rate tracks changes in the level of audience interaction with content over time. It assesses whether engagement, such as likes, comments, and shares, is increasing or decreasing, providing insights into the effectiveness of content strategies. The engagement growth rate is calculated as a percentage based on the increase in engagement actions over a defined period.

Here’s how you can calculate these metrics using these formulas:

ER (%) = (Total Engagements / Total Followers) x 100 where Total Engagements = Likes + Comments + Shares + Clicks + Saves, etc.
Follower Growth Rate (FGR):
FGR (%) = (New Followers / Starting Follower Count) x 100 over a specified period (e.g., weekly, monthly).
Engagement Growth Rate (EGR):
EGR (%) = ((New Engagements - Old Engagements) / Old Engagements) x 100 where New Engagements and Old Engagements represent engagement counts over different periods.

Average Engagement Rate on YouTube by Follower Ranges

Nano-Influencers (0 - 10k followers)

Average: 5.43%
Top 10%: 10.45%

Influencers with less than 10,000 followers typically have a high average engagement rate, with the top 10% achieving even higher rates.

This indicates strong audience interaction. The engagement rate growth for this category is substantial at 192.98%, showing that nano-influencers are not only engaging their existing audience but also improving their engagement metrics over time.

Additionally, they experience a healthy follower growth rate of 9.15%, reflecting their ability to attract new followers while maintaining high engagement.

Best Strategies

Nano-influencers are ideal for campaigns that prioritize authentic engagement and community building. Their high engagement rate growth indicates that partnering with them can lead to increased engagement over time, especially for niche products or services that resonate with specific audiences.

Brands looking to build a dedicated, active community should consider nano-influencers, particularly those in the top 10% for engagement rates.

Note that the average follower growth for this category is only at 0.39% so repeated collaborations may not be recommended since within 12 months not a lot of new customers may show up. Nano creators may not be driven enough to continue their projects if their growth rate does not match the ones in the top 10%, which sits at 9.15%

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Micro Influencers (10k - 50k followers)

Average: 5.19%
Top 10%: 10.04%

Influencers, with 10,000 to 50,000 followers, maintain a strong average engagement rate similar to micro-influencers.

Their engagement rate growth is even higher at 206.43%, suggesting that as influencers grow their following, they can still increase their engagement rates. This could be due to more strategic content or better audience targeting. They also have a robust follower growth rate of 14.26%, indicating effective audience expansion while keeping engagement high.

Best Strategies

Micro influencers are strategic for brands aiming to scale visibility without sacrificing engagement. Their ability to grow both follower count and engagement rate shows they effectively reach broader audiences while fostering meaningful interactions. Brands targeting a mix of reach and engagement should consider micro-influencers, especially those with strong engagement rate growth. With an average follower growth rate of 8.13%, repeated collaborations may be worth it to build long-lasting relationships and recurring sales.

Brands looking to get the most out of their influencer marketing budget can safely go with micro-influencers as the basis of their network. However, if they want to minimize the chances of paid collaborations opting for nano influencers can yield great results.

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Medium Influencers (50k - 100k followers)

Average: 4.98%
Top 10%: 9.51%

Medium influencers, with 50,000 to 100,000 followers, experience a slight decrease in average engagement rate. However, their engagement rate growth remains high at 193.57%, with a follower growth rate of 12.37%. This indicates an expanding audience base and sustained viewer interaction, particularly among top performers.

Best Strategies

Medium influencers offer a balanced approach, providing both reach and consistent engagement. Their significant engagement rate growth suggests that brands can expect sustained engagement over time, making medium influencers suitable for campaigns that need broad visibility and steady audience interaction. This tier is ideal for brands that want to scale their marketing efforts while ensuring their message resonates with the audience.

Investing in the future with long-term collaboration is key at this time as Medium influencers experience the peak in yearly follower growth, sitting at 9.13% on average and 12.25% for the top 10 percent of creators.

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Macro Influencers (100k - 500k followers)

Average: 3.85%
Top 10%: 7.05%

Large influencers, ranging from 100,000 to 500,000 followers, show a further decline in engagement rates. However, the engagement rate growth is still notable at 174.31%, and follower growth remains positive at 10.08%. This suggests that while engagement rates may decrease with a larger, more diverse audience, these influencers can still achieve substantial growth in engagement over time, especially those in the top 10%.

Best Strategies

Brands seeking mass reach with some engagement should consider large influencers. Although the average engagement rate is lower, the growth potential remains significant, particularly for top performers. These influencers are suitable for brand awareness campaigns where broad visibility is more critical than deep engagement.

Yearly follower growth for these types of influencers may slow down, at 4.71%, but they are still growing consistently to allow for multiple collaborations.

Mega Influencers (500k+ followers)

Average: 2.82%
Top 10%: 5.67%

Mega influencers, with over 500,000 followers, generally see the lowest average engagement rates, reflecting their broad and varied audiences. However, the engagement rate growth, although lower at 145.67%, and follower growth at 8.72%, indicates that these influencers continue to expand their reach, albeit with less engagement per post.

The top 10% of mega influencers still maintain relatively higher engagement rates, suggesting that content quality and a strong personal brand can drive significant interaction even at this level.

Best Strategies

Mega influencers are best for large-scale campaigns where extensive visibility is the primary goal. These influencers are especially effective for brand awareness efforts, reaching a wide audience with the potential for significant impact if the content is highly engaging. Recurring affiliate content may not be a very cost-effective measure, as their follower growth is at its slowest at 0.61% yearly. One-time collaborations for brand awareness are a recommended strategy with these types of influencers.

Conclusions

In 2024, the average engagement rate on YouTube varies significantly across different influencer follower ranges, providing valuable benchmarks for assessing what is considered a good engagement rate on the platform. Here are the key takeaways:

  • Nano and Micro-Influencers (0-50k followers):
    • Achieve higher average engagement rates and strong engagement rate growth.
    • Ideal for campaigns focused on quality interactions and building a dedicated community.
  • Medium Influencers (50k-100k followers):
    • Offer a balanced approach with good reach and sustained engagement growth.
    • Suitable for broader campaigns that still aim for meaningful audience interaction.
  • Large and Mega Influencers (100k+ followers):
    • Provide extensive reach with moderate engagement growth.
    • Best suited for brand awareness campaigns where visibility is more important than deep engagement.

Brands should use these insights to select the right influencers based on their marketing goals, whether focusing on maximizing engagement, increasing reach, or combining both.

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