The success of any influencer marketing campaign depends on various factors where engagement rate stands tall. Engagement rate in influencer marketing is a measurement metric which is used to measure the level of interaction that a piece of content is receiving from the audience. In other words, it is the percentage of the influencer’s audience that actually responds to their posts.
According to the best influencer marketing agencies, the true ROI comes from engagement and not reach. Engagement can be in the form of post likes or reactions, shares, views, or comments.
Engagement rate is one of the most important metrics you can refer to when going for an influencer marketing campaign. It can help in determining the performance of the influencer’s content across different social media platforms. It is extremely important when it comes to calculating ROI (return on investment). Analyzing an influencer’s engagement rate can assist you in deciding whether the respective influencer will deliver you the expected return on investment or not.
There are a number of factors which can affect the engagement rate on Instagram such as the number of followers, the timing of each post, the frequency of posting content, the communication through content, and the Instagram algorithm.
An influencer’s engagement rate can be used to determine the success or failure of an influencer marketing campaign. It can act as a benchmark which decides your final outcome. For instance, if an influencer shares content dedicated to your brand which receives a higher level of engagement than his/her usual engagement rate, this means that your campaign has been successful. On the other hand, if your campaign has a lower engagement rate, this would mean that the content strategy wasn’t up to the mark.
It is important to remember that an influencer’s engagement rate will differ from platform to platform. For example, a travel blogger might receive high engagement on Instagram, low engagement on Facebook, and very high engagement on his/her blog. With this information, it will become easy-peasy to decide which influencers to collaborate with and on what platform you’d want them to share your content.
Creating a strong impact on the audience is the essence of better engagement rate. So, when you are up to creating an influencer marketing campaign, make sure you connect with the best influencer endorsement agencies. These agencies are skilled in crafting influencer outreach programs which can help you find the right influencers for your campaign.