Instagram Engagement

Today we’re eager to talk about Instagram’s engagement rate – that famous statistic so debated since Instagram announced the change? We have decided to explain how it is calculated, but also what it means for you.

Instagram’s engagement algorithm helps you understand and analyze the impact of your publications on your community. The goal: to improve it by staying true to it.

Zoom on Instagram’s algorithm

In the United States, the engagement rate of Instagram is between 1 and 2%. This may not seem like much, but in Spain, for example, it is between 2 and 3%. The difference is not very large.

An engagement rate is usually between 0 and 10%, however, some accounts with a lower number of followers have a higher rate – After several studies, it has been shown that the larger the influencer community, the lower the engagement.

Calculating the performance of an account is the latest focus in influencer marketing. There are numerous effective tools available to differentiate between real and fake followers. In fact, more and more brands are turning to micro influencers for this reason. The number of followers is no longer the main criterion, the search for quality is favored.

Although the criteria of choice changes from one brand or agency to another in general, a rate of more than 1% is ok, while a rate of more than 2% is in the above average.

According to studies on followers, those individuals with a 1% engagement rate have the following breakdown: 1% active users, 9% present users and 90% spectator users.

➽ Instagram’s engagement pyramid

The algorithm takes into account a pyramid logic, with the base being composed of the number of likes generated. The next step is the share rate, how much has the post been shared with others. Finally, there are comments, which exist in smaller volumes but reflect a great commitment on the part of the followers.

➽ Calculating Instagram’s engagement rate

To calculate the engagement rate, several criteria are necessary: the number of comments, the number of likes, the number of times shared and the number of followers. With these data, two types of engagement can be calculated: that of a post and that of an account. Of course, you will never get the same result.

For the engagement rate of a post the formula is as follows:

The sum of the number of people involved (comments + likes + nº times shared) divided by the scope (which you can find in your Instagram statistics), multiplied by 100.

For the engagement of your Instagram account, the calculation is more complex. In fact, it is preferable to make an average of the last 10 or 30 days, by doing the following: add the average number of likes and the average of the number of comments and divide by the number of followers.

As you can see, the engagement of Instagram is an art but not so mysterious after all.

What do you think about these calculation methods? Let us know what other information interests you regarding Instagram, and we will include the responses on our next post.

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