When talking about Influencer marketing metrics, Engagement Rate is one of the most essential KPIs 🪄
But, what is the Engagement Rate? 🤔
💭 Engagement Rate (ER) is a metric that measures the level of engagement a piece of created content receives from an audience. It shows how many people interact with the content. Factors that influence ER include users' comments, likes, and the number of followers or content views.
The number of engagements of a post can vary depending on the availability of metrics from each social channel. Each channel can have different actions that are counted towards user engagement. For more information, please read our article about engagement data for each channel.
For Instagram, Twitter, and Facebook, ER is the likes and comments divided by the follower count and the number of posts for the given period.
For YouTube and TikTok, the ER of a video is the total number of engagements divided by the sweeping views for that video.
💡 For the Instagram Reels, we display two different engagement rate calculations:
ER(F) = Engagement / Number of follower
ER(V) = Engagement / Number of video views
For example, the ER(F) is useful for comparing a Reel with an Instagram Post. Whereas the ER(V) would be more relevant for TikTok since the number of influencers has little influence on engagement, given that the feed displays a lot of videos from people we don't necessarily follow.