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Chart of Average Influencer Engagement Rate on Instagram

Average Influencer Engagement Rate (By Follower Count)

Regardless of what niche your ecommerce store is in, there’s nearly always an opportunity to engage in influencer marketing to grow your business. This is especially so given its high ROI, which makes it a worthwhile effort.

But before you jump in, it’s important to have an idea of the influencer engagement rates on the most popular social media platforms and how they vary depending on the influencer’s follower count.

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Average Influencer Engagement Rates on Instagram

According to a recent study, micro-influencers’ engagement rates on Instagram are the highest across all the different influencer types. At 3.86 percent, nearly four out of every 100 followers of micro-influencers interact with their content.

This is followed by regular influencers, who have an average engagement rate of 2.39 percent.

There appears to be an inverse relationship between the number of followers an Instagram influencer has and their engagement rates. 

Engagement rates for Instagram influencers who have between 50,000 and 100,000 followers fall to 1.87 percent – around half of the average rate for micro-influencers. This dips further to 1.62 percent for influencers with between 100,000 and half a million followers.

The lowest rates are experienced by macro- and mega-influencers at 1.36 percent and 1.21 percent respectively.

Average Influencer Engagement Rates on YouTube

Chart of Average Influencer Engagement Rates on YouTube

This inverse relationship seems to also apply to YouTube influencers. At 1.63 percent, micro-influencers on YouTube have the highest engagement rates. 

Rates fall as the number of followers increase, with the exception of a fractional increase from 0.43 percent for a mid-influencer to 0.44 percent for a macro-influencer.

Of all the different tiers of influencers on YouTube, mega-influencers have the lowest average engagement rates (0.37 percent).

Average Influencer Engagement Rates on TikTok

Chart of Average Influencer Engagement Rates on TikTok

Despite TikTok’s relatively recent launch (compared to other social networks), it’s managed to establish itself as one of the most important influencer marketing channels for brands. 

That’s really no surprise, considering its high level of engagement rates across all the different types of influencers. 

What’s most impressive is the 17.96 percent engagement rate that micro-influencers see. That’s more than four times higher than the average Instagram micro-influencer’s rate.

Furthermore, even though engagement rates decrease as follower count increases, mega-influencers on TikTok still receive an engagement rate (4.96 percent) that’s higher than micro-influencers on both Instagram and YouTube.

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