EDIT: Sorry about the formatting, it seems to be playing up…
It can be difficult to find out exactly whether your Instagram engagement rate is good, average or lower than expected. When I searched up ‘average Instagram engagement rate’ what mostly came up were outdated articles from several years ago as well as posts that explain how to calculate your engagement rate.
So, if you’re wondering whether the number of likes and comments on a given post of yours is through the roof or is much lower than it should be, I’ve got you covered.
Before we get into it, I’d just like to say that I know there is more to Instagram and blogging than numbers. I’m well aware that whether or not we should be so focused on numbers is entirely debatable.
Although, I personally think that if you want to make blogging a career (and you want to use various social media platforms to help create your audience), then that’s ok. Obviously, if you want to make a career out of content creation then numbers play a huge part. That’s where posts like this come in.
Side note: I’ll actually be talking about what I think of blogging for money in more depth at some point in the year, so stay tuned! Sorry, I can’t be more specific. I have my blogging schedule somewhere but I can’t be bothered to get it up at the time of writing this.
Anyway, back to what we were talking about…
How to calculate your Instagram engagement rate:
First off, if you want to calculate your rate you have to take the number of likes and comments on a post, divide it by the number of followers you have and then multiply it by 100. This is confirmed in an article titled, ‘The Ultimate Guide to Instagram Analytics’ and also in an article titled, ‘How do I Calculate My Engagement Rate on Instagram?’ (I had to double check).
So, for example, say you receive 500 likes on a post and you have 10,000 followers. You would divide 500 by 10,000 and then times it by 100:
500/10,000 = 0.05
0.05 x 100 = 5
Engagement rate: 5%
To get a more accurate result, it’s better to work out your average rate over a number of posts (say, 20-30 of your most recent posts).
So, what’s the average Instagram engagement rate?
The average Instagram engagement rate is actually somewhere between 3-5%.
Although, generally, the more followers you have the lower the engagement rate.
This is because if you have a smaller following (say, 1,000-2,000 followers) you can get much more up-close and personal with your audience and you can come across as more authentic.
It has also been suggested that as your account gets larger, Instagram deliberately limits the reach of your posts so that you are more likely to pay for advertising.
Although, this is unconfirmed.
As it stands, accounts with 2,000 followers or less can have an engagement rate anywhere between 7 and 10% – sometimes even more! I’ve seen accounts with less than 2,000 followers have rates of 15% and higher (lucky ducks).
If you have 5,000 – 10,000 followers, your Instagram engagement rate drops significantly to around 3% according to several sources. One source can be found here.
If you have more than 10,000 followers, it will drop even further.
The highest average rates I’ve managed to find are in an article titled, ‘Average Engagement Rates of Instagram Influencer Marketing’ which put accounts with 2,000-5,000 followers at 6%, those with 5,000-10,000 followers at an average of 4.9%, and those with 10,000-25,000 followers at 3.6%, and so on!
Honestly, I was partly driven to write this post because not too long ago I saw a comment that said something along the lines of, ‘If an account with 100,000 followers doesn’t have at least 10,000 likes then the followers are probably fake’ or something like that.
And, let me tell you, my mind was blown.
An engagement rate of 10% is rare! Really rare.
Especially for larger accounts.
So, there you have it.
I hope this has helped in some way. If it has, please let me know!
Make sure to come and say hi 🙂