Do you own an online store and want to boost your visibility on Instagram? On Instagram, not all likes are created equal. If you want to get into influencer marketing, you need to know that having thousands of followers is great…, but what happens if no one interacts? That’s where the Instagram engagement rate comes in.
This indicator is not just a number. It’s a real barometer of the interest generated by your content. But how is it calculated? What are the right Instagram engagement indicators for your niche? And above all, how can you improve it?
Casaneo, which has specialized in affiliation andinfluencer marketing for over 10 years, reveals the key figures and winning strategies for improving your engagement rate on Instagram.
What exactly is the engagement rate on Instagram?
Obviously, before diving into the numbers and formulas, you need to understand what it’s all about. Instagram engagement rate isn’t just a pretty percentage to put in a report. It corresponds to the proportion of users who actively react to your content.
These reactions can be varied (a quick like, a detailed comment, a story share, a save to review later…). They can also be a click on a link in your bio or story.
What does it really measure?
- Visible interactions such as likes and comments
- Hidden” interactions such as clicks, registrations or private shares.
And above all, it’s not just about the number of subscribers. Actual reach (the number of people who have seen your content) plays a key role in the calculation.
How to calculate the engagement rate on Instagram?
There are several formulas for determining the engagement rate on the platform. The most common is :
Engagement rate (%) = (Total interactions / Number of subscribers) x 100
Example: 500 interactions for 10,000 subscribers = an engagement rate of 5%. Some brands prefer to calculate based on the number of views (useful for Reels and Stories).
Tip: For a more accurate view, calculate your rate on the actual reach of the publication (i.e. the number of unique people who have seen it). This strategy avoids the “ghost account” or “inactive follower” Instagram effect that can distort the measurement.
Should Reels Instagram views be included?
Of course, when it comes to calculating Instagram engagement rates, we have to wonder whether we can include Reels, which, let’s face it, have really turned the way we measure engagement on its head.
The answer is :
- Yes, if they are accompanied byinteraction (like, comment, share, save).
- No, if your objective is to measure “active” engagement only.
Want to launch pure awareness campaigns? You can track the “video engagement rate”, which includes views, but this will be a different metric.
Tip: Create two columns in your reporting: one with “pure” engagement and another with engagement including views. This will enable you to adjust your decisions according to your objective (sales, visibility, community…). Specialized tools such as Instagram Insights or Phlanx will be a great help.
What is the “right” engagement rate on Instagram?
It’s difficult to define the best engagement rate on Instagram, knowing that it also depends on the field of activity. Some sectors, such as fashion, home or entertainment, tend to have higher engagement rates than others, such as B2B.
Here’s a detailed overview, complete with figures, of the “right” overall engagement rate on Instagram.
The average engagement rate on Instagram
The average overall engagement rate on Instagram ranges from 1 to 3% (around 0.49% in France). But this figure varies according to the format used:
- Carousels often come out on top with around 1.90%.
- Followed by Reels (up to 4.78%) and videos (around 1.04%).
- Then static images (0.70%).
By account size
Audience size also has a strong influence on your engagement rate.
- Nano-influencers (5,000 to 10,000 subscribers) often achieve an impressive rate of around 5.6%, thanks to a highly engaged community.
- Micro-influencers (10,000 to 50,000) range from 2% to 5%.
- Macros (100,000 to 500,000) are stabilizing at around 1-3%.
- Mega-influencers (500,000 and over) fall below 2%.
The right likes/follower ratio
The likes/followers ratio, meanwhile, gives a quick indication of whether the content really appeals.
- Below 5,000 subscribers, a ratio of around 3 to 5% is excellent.
- Between 5,000 and 100,000 subscribers, we aim for 2 to 3%.
- Above 100,000 subscribers, a good score is between 1 and 3%.
The right engagement rate on Instagram Stories
Stories, meanwhile, have their own engagement metrics that have evolved. Today, smaller accounts have seen their stories’ reach increase by more than 30%. Medium-sized brands, meanwhile, have a stable reach rate (around 1.5%).
An Instagram story has a good engagement rate if it displays :
- 5-7% response rate (strong commitment)
- A deferred transfer rate not exceeding 70%.
- An exit rate of less than 20% (convincing content).
Is Instagram engagement rate more important than the number of followers?
In the world of Instagram, the race for followers is still the stuff of dreams, but the reality is a little more nuanced. Today, quality takes precedence over quantity, and the famous number of followers is no longer the sole criterion for success.
In influencer marketing, it’s engagement (i.e. the ability to get people to react, comment and share) that weighs most heavily in the balance. Partnerships are increasingly based on engagement.
Budgets are being redirected towards profiles with a high engagement rate, often micro- or nano-influencers, capable of creating a real complicity with their audience. Indeed, small accounts with high engagement rates can generate substantial revenues. This approach is often more profitable and more authentic.
Why does engagement rate drop on Instagram?
Have you decided to collaborate with Instagram influencers to develop your e-commerce? Are you noticing a drop in their engagement rate? There are several factors, some of them insidious, that can explain this phenomenon.
Examples include :
- A change of algorithm
- Inactive subscribers
- Buying Instagram followers
- Seasonality (summer vacations, end-of-year celebrations, etc.)
- A temporary drop in interest (fatigue or lack of novelty).
How can you improve your Instagram engagement rate?
A drop in engagement is not inevitable, but a warning sign. It should prompt you to analyze, adjust and innovate to keep the flame burning with your community.
To boost your engagement rate on Instagram:
- Publish more carousels and short videos. Vary formats between carousels and reels to capture different user profiles and increase the average time spent on your account.
- Schedule regular Lives to create a rendezvous with your subscribers and boost live engagement.
- Use engaging captions and relevant hashtags. Limit yourself to 5 to 10 highly targeted hashtags to avoid being drowned in the mass, and favor those that are active in your niche.
- Optimize publication times. Test different publishing times over several weeks to pinpoint the most profitable ones.
- Analyze trends in your field, and observe what works with your competitors or key influencers. Then adapt your formats and topics to best meet your audience’s expectations.
By combining these levers, you maximize not only your engagement rate, but also the loyalty and affection of your Instagram community.
What are the leading Instagram indicators to follow?
Beyond the basic indicators, you should also take into account advanced indicators to optimize your Instagram strategy such as:
- The speed of post-publication interaction. Good content velocity means that your topic is relevant, your audience is responsive and your publication schedule is well chosen.
- The save rate (number of records/reach) is high, reflecting a deeper interest in your content.
- The performance of your content on several formats, which, after analyzing results over several weeks, will enable you to detect your audience’s preferences.
Thanks to these metrics, it will be easier for you to understand the reaction of your target audience on Instagram, but also to anticipate the decisions of the algorithm.
What are the Instagram trends in engagement?
Optimizing your influencer strategy on Instagram also means keeping a close eye on trends. Some trends that are emerging today clearly show where to invest your energy in the coming months:
- Short formats, led by Reels, will continue to dominate, driven by fast-paced, mobile-first consumption. Users want content that can be viewed in 10 to 30 seconds, and that is easy to share and understand.
- Carousels remain a firm favorite among backups. They can be used to develop a topic, give several tips, or tell a complete visual story that the user will want to keep close at hand.
- Narrative interactions are also on the rise. Users like to interact more intimately and directly with designers and brands.
- Nano-influencers are gaining ground with their highly engaged audiences. They offer a higher interaction rate and greater trust.
Aim for the right engagement rate to perform well on Instagram!
The right engagement rate on Instagram is not a fixed value, but an indicator to be interpreted according to your sector, the size of your community and your objectives. The key is to focus on quality rather than quantity, encourage authentic exchanges and continually test your formats and messages.
Want to implement an Instagram influencer strategy that generates real results? Casaneo guides you step by step to boost your visibility and maximize your engagement on Instagram.
