Influencer marketing is one of the most popular forms of marketing. It has a fantastic ROI and can be fairly simple to get started. The key is selecting the right influencers for your brand. There are many different things to consider, but engagement rate should be at the top of your list.
Finding the engagement rate is as easy as plugging numbers into an equation – Total Number of Engagements divided by Follower Count and then multiplied by 100. You can also let us find these numbers for you. Here is how influencers differ based on follower count and platform.
It may surprise you to hear that influencers in the 1,000-5,000 follower range have the most engagement. As the follower counts increase, the engagement rates decrease.
YouTube
Engagement rates for influencers on this platform gradually increase as the follower count increases. However, once the follower count hits 100,000, it levels out with influencers with over 1 million followers actually being slightly lower than the 100,000-1 million range.
TikTok
This platform has by far the most engagement across all influencers. It stays fairly consistent with engagement rate regardless of follower count. The interesting part, and probably one of the most important things to note, is that the engagement rate is approximately 10 times that of engagement on Instagram and approximately 3 times that of YouTube.
The ultimate goal of your influencer marketing campaign is to get your product in front of as many eyes as possible. Therefore, selecting influencers with the right follower account for the highest engagement should be at the top of your list to ensure a successful campaign. You can read more about engagement rates and authenticity scores to see how they will affect your overall success.
Jenna Wessinger
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