Average Engagement Rate On Instagram
What is the Average Engagement Rate On Instagram?
Instagram remains one of the most popular social media platforms for influencers and brands, with over 2 billion active users worldwide. As influencer marketing continues to grow, understanding what constitutes a “good” or “average engagement rate on Instagram” is crucial for brands looking to maximize their reach and impact.
In 2024, the average engagement rate on Instagram varies significantly depending on an influencer’s follower count, which directly affects their ability to engage effectively with their audience. This article breaks down the average engagement rates, engagement rate growth, and follower growth for Instagram influencers across different follower ranges, helping brands determine what qualifies as a good engagement rate on Instagram.
What are the Key Metrics for Instagram Marketing?
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:
Average Engagement Rate On Instagram by Follower Ranges
Nano-Influencers (0 - 10k followers)
Average: 35.19%
Top 10%: 11.57%
Nano-influencers, with 0 to 10,000 followers, have a high average engagement rate, indicating strong audience interaction. However, their engagement rate growth is moderate at 46.87%, suggesting that while they maintain engagement with their existing audience, significant growth in engagement is somewhat limited.
Their follower growth rate of 3.18% reflects their ability to consistently attract new followers.
Best Strategies
Micro-influencers are ideal for campaigns focused on fostering authentic engagement and building a dedicated community.
Despite moderate engagement rate growth, their high initial engagement makes them effective for product launches and niche market promotions where deep engagement with a specific audience is more valuable than mass reach.
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Micro Influencers (10k - 50k followers)
Average: 3.45%
Top 10%: 6.21%
micro-influencers, with 10,000 to 50,000 followers, have a lower average engagement rate than micro-influencers but enjoy higher engagement rate growth at 61.28%. This suggests that as these influencers expand their audience, they can maintain or even improve engagement levels, likely due to more refined content strategies or stronger brand alignment.
Their follower growth rate of 4.10% indicates their effectiveness in attracting a growing audience.
Best Strategies
Small influencers are a strategic choice for brands looking to increase visibility without losing too much engagement.
Their ability to grow both their follower count and engagement rate makes them suitable for campaigns that require a balance between reach and interaction, such as broader awareness campaigns or promotions targeting a larger audience.
To make the most of these partnerships, consider using tools like SocialBee, which allow you to schedule and repurpose influencer content across multiple social platforms. This helps ensure that strong-performing Instagram content is extended to other channels like Facebook, X, and LinkedIn, amplifying reach, streamlining workflows, and increasing overall campaign impact.
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Medium Influencers (50k - 100k followers)
Average: 3.12%
Top 10%: 6.58%
Medium influencers, with 50,000 to 100,000 followers, experience a slight decrease in average engagement rate but maintain healthy engagement rate growth at 49.75%. Their follower growth rate of 3.92% indicates a steady expansion of their audience.
This suggests that while their engagement might not be as high as in smaller tiers, they are still effective at consistently engaging their audience.
Best Strategies
Medium influencers provide a balanced approach style=”font-weight: 400;”> by combining reach with moderate engagement growth.
Their stable engagement rate growth makes them well-suited for campaigns needing broad visibility and sustained interaction, such as brand repositioning or large-scale product launches that require engagement across a wider audience.
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Macro Influencers (100k - 500k followers)
Average: 2.37%
Top 10%: 5.30%
Macro influencers, with 100,000 to 500,000 followers, generally see a further decline in engagement rates. However, their engagement rate growth is still notable at 38.12%, and their follower growth remains positive at 3.01%.
This suggests that while engagement rates tend to decrease with a larger, more diverse audience, these influencers can still achieve substantial growth over time, especially those in the top 10%.
Best Strategies
Brands looking for mass reach with some level of engagement should consider large influencers.
While the average engagement rate is lower, the growth potential remains significant, especially for top performers. These influencers are ideal for brand awareness campaigns style=”font-weight: 400;”> where broad visibility is more important than deep engagement.
Mega Influencers (500k+ followers)
Average: 1.93%
Top 10%: 4.60%
Mega influencers, with over 500,000 followers, typically have the lowest average engagement rates, reflecting their broad and varied audiences. However, their engagement rate growth, though lower at 30.28%, and follower growth at 2.58% indicate that these influencers continue to expand their reach, albeit with less engagement per post.
The top 10% of mega influencers still manage relatively higher engagement rates, suggesting that content quality and a strong personal brand can drive significant interaction even at this scale.
Best Strategies
Mega influencers are best for large-scale campaigns style=”font-weight: 400;”> where extensive visibility is the primary goal. These influencers are particularly effective for brand awareness efforts, reaching a wide audience with the potential for significant impact if the content is highly engaging.
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Conclusions
In 2024, the average engagement rate on Instagram varies across different influencer follower ranges, providing valuable benchmarks for what is considered a good engagement rate on the platform. Here’s a quick breakdown:
Micro and Small Influencers (0-50k followers):
- Higher engagement rates and strong growth make them ideal for campaigns focused on quality interactions and community building and for selling.
Medium Influencers (50k-100k followers):
- Offer a balanced approach with both reach and sustained engagement growth, suitable for broader campaigns that remain interactive.
Large and Mega Influencers (100k+ followers):
- Provide extensive reach with moderate engagement growth, making them perfect for brand awareness campaigns where visibility is a priority.
