Engagement is a powerful social media metric we should not underestimate. In fact, Instagram engagement rate calculates how your audience is interacting with your content. Any time one of your followers takes action on your profile or responds to one of your posts, they engage with you.
Engagement is one of the essential ranking factors for Instagram’s algorithm. However, this should not be the only reason for you to encourage better engagement.
The evolution of engagement
Here are the global average Instagram engagement rates for business accounts as of 2021:
- Instagram post types: 0.82%
- Instagram photo posts: 0.81%
- Video posts: 0.61%
- Carousel posts: 1.01%
Since Stories replaced feed content in terms of popularity in 2019, different formats had better engagement rates overall. As you can see, carousel posts can get 3.1x more engagement, on average, than their regular posts. Carousels show the highest average engagement rate of all types of posts (1.01%).
Here are some of the Instagram engagement metrics:
- Likes
- Comments
- Saves
- Shares
Save and share have quickly become some of the most relevant metrics to analyse on Instagram, and with good reason. Creating content your audience will want to save in their Collections can boost your engagement.
Other engagement metrics include:
- DMs
- Link clicks/swipe-ups
- Mentions
- Hashtag usage
- Stories sticker interactions
Find out an account’s engagement rate manually
Instagram went from a 4% engagement rate to a baseline of 1.5%. It used to be up to 6%, but those glorious days are over. So if you’re killing it on Instagram, you should expect an engagement rate of more than 2%, leading you to much bigger opportunities.
We can easily find out our accounts’ engagement rate via our Insights. However, finding out the engagement rate of creators can help select the right partners for a collaboration campaign.
With more and more platforms and analytics tools, finding out the engagement rate of creators is more accessible and more manageable. An old school method will require you a pen and paper handy – and a post to analyse.
First step: Note down the number of comments and likes that post received. Your total likes were 250, and comments came to 5.
250+5= 300
Take this number, divide it by your total followers (5,400, for example), and times it by 100 (the percentage).
300 / 5,400 x 100 = 5.55% is your post engagement
You can also calculate engagement via analytics and do the average of the most and least engaging posts from the last 30 days.
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