For brands investing in creator partnerships and social media marketing, understanding engagement rates is crucial for measuring campaign success and ROI. As a key performance indicator, engagement rates help you evaluate the effectiveness of your content and creator collaborations across different platforms. Let's dive into platform-specific benchmarks and what they mean for your brand.
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What Is a Good Engagement Rate on Instagram?
Instagram remains one of the most powerful platforms for brand-creator collaborations. As of 2024, the average engagement rate on Instagram is approximately 0.70% across all industries. However, engagement rates vary significantly by content type:
- Instagram Reels: 1.23%
- Carousel Posts: 1.1%
- Video Posts: 0.78%
When evaluating creators for potential partnerships, here's how to interpret their engagement rates:
- Below 1%: Lower than average
- 1% - 3.5%: Solid performance
- 3.5% - 6%: High engagement
- Above 6%: Exceptional engagement
What Is a Good Follower Growth Rate on Instagram?
While engagement is crucial, follower growth rate can indicate a creator's rising influence. A healthy monthly follower growth rate typically ranges from 2% to 5%, though this can vary based on account size and industry.
What Is a Good Like to Follower Ratio on Instagram?
The like-to-follower ratio helps assess audience authenticity. Generally, you want to see creators maintaining a ratio between 1% and 5% consistently across posts. Lower ratios might indicate inactive followers, while significantly higher ratios could suggest artificial engagement.
IG Story Engagement Rate
Instagram Stories offer unique engagement opportunities. A good Story engagement rate (views divided by follower count) typically ranges from 5% to 15%. Consider this metric when planning Story-specific campaigns.
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Facebook Engagement Rate
Facebook's engagement dynamics differ from Instagram's, with the average engagement rate hovering around 0.15% in 2024.
What Is Good Facebook Engagement Rate?
For brands on Facebook:
- Below 0.15%: Below average
- 0.15% - 0.27%: Good performance
- Above 0.27%: Excellent engagement
Remember that Facebook tends to favor paid content, so consider this when planning your creator campaigns.
TikTok Engagement Rate
TikTok boasts the highest engagement rates across all major social platforms, with an average engagement rate of 2.65%. This makes it particularly attractive for brands seeking high-impact creator partnerships.
Good Engagement Rate TikTok
For TikTok creator partnerships:
- Below 2%: Below platform average
- 2% - 5%: Strong performance
- Above 5%: Exceptional engagement
Keep in mind that engagement rates can vary significantly based on:
- Content quality and relevance
- Posting frequency
- Audience size
- Industry/niche
- Platform algorithm changes
- Content format
Maximizing Your Creator Partnerships
Understanding these benchmarks is just the first step. To truly optimize your creator marketing efforts, consider:
- Looking beyond raw numbers to assess content quality and brand alignment
- Evaluating engagement patterns across different content types
- Considering multiple metrics together rather than focusing solely on engagement rates
- Testing different creator tiers to find your sweet spot
With Popular Pays' network of over 160,000 vetted creators, brands can easily find partners who not only meet engagement benchmarks but also align with their specific goals and values. Our platform's analytics tools provide real-time insights into creator performance, helping you make data-driven decisions about your partnerships.
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Ready to transform your creator marketing strategy with creators who deliver real engagement? Book a demo with Popular Pays today and discover how our platform can help you identify and collaborate with the perfect creators for your brand.
