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What's a "good" engagement rate in Influencer Marketing?

Kelsey Formost

12 Apr 2022 · 1 min read

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One of the most frequently asked questions we get at Tagger is “what is a ‘good’ engagement rate?”

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While we understand it’s tempting to simply offer up a number and call it a day, the truth is there’s no single answer to that question. So we’re going to break down how to measure the two most important data points - content health and category benchmarks - to determine if an influencer has a “good” engagement rate for the type of campaign you’re looking to run.

These data points are helpful because average engagement rates vary by platform (Twitter is significantly lower than Instagram, for example) and by category (fashion vs beverage, for example).

If you’d like to take a deeper dive into how we define and measure these influencer marketing terms and data points, check out our Ultimate Influencer Marketing Glossary.

It’s not just about the creator’s Engagement Rate (ER), it’s about how that ER compares to others in their same niche. Look at other creators on your campaign’s shortlist and see if they have similar ER’s.

If you’re still stumped, there is a very generic “rule of thumb” number the industry at large accepts as a “good” engagement rate threshold, and that number is 2%. But again, this is an extremely generic number without any nuance taken into account. The ER you need will absolutely vary by category and platform.

It’s also worth no time that if you have access to the right technology, you can use these benchmarks to inform what type of content you ask for in your campaigns (engagement rate performance in video vs photo, for example).

If you want to see how we do it for your brand or vertical, request a live demo with our team!

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