Importance of Engagement Rate Analysis

“Your Instagram engagement rate matters. And it’s super duper important.” — Every marketing guru in the last ten years. (We may have paraphrased, ok? You get it.)

So, you’re chronically online. You post on Instagram a lot. You’re crushing the selfie out by the pool. People know your face, so drop them comments and click those affiliate links. But, in the fickle social media world, the persona you’ve created online only goes so far. Especially if you’re not communicating with the people who follow you. How people see your posts and how they share them — all of that data really matters. In many schools of marketing thought, the engagement rate is a more valuable metric than people “smashing that like button,” as the YouTubers love to say. A strong engagement rate signifies the value of your brand reach because it reflects your relationship with your followers.

This metric is so important because a “like” doesn’t give the detailed view of interaction that engagement does, meaning you need to know if people are referencing the brand online and being evangelists out in the wild. Engagement shows that even if you’re not rocking 10M followers, the community you’ve built interacts and buys into whatever you’re doing. Kevin Kelly, head editor at Wired, famously said, “To make a living as a craftsperson, photographer, musician, designer, author, animator, app maker, entrepreneur, or inventor you need only thousands of true fans.” That’s engagement, baby.

A creator needs to keep in mind that when it comes to engagement, it’s not only the base level of numbers to parse through, but how to analyze them. It’s important to know what your followers like and what they don’t like. So, grab your Magic 8 Ball — we’re diving into the sorcery of data. 

Followers want connection 

So, what does engagement mean, really? Engagement isn’t a lifetime commitment that means you’re getting the logo from that band you randomly followed because you liked one of their songs tattooed on your forehead. (It would be cool if someone did that for you, but that’s not the point.) Instead, folks like your posts, leave a comment, share those posts with friends, or message you to say they love what you’re doing, which are all examples of the engagement you want. It’s a key performance indicator for social media marketing.

What’s a good engagement rate?

Anything above 5% is considered an excellent engagement rate.

• Where can I check my engagement rate?
  You can check your engagement rate for all platforms using social media analytics tools.
• Is engagement rate a good metric?
  The engagement rate is a crucial metric for measuring content performance. Social media creators track engagement rate to understand how much their audience resonates with their content.

Engagement rates break down how well you’re connecting with followers and how often you’re luring them into your sales funnel as loyal patrons. You want these followers to take your brand everywhere with them, to see what you’re doing as just as important a part of their lives as that pair of Adidas or a cup of Starbucks. Your engagement rate is critical to knowing your social media presence’s success. 

All of these are engagement examples:

• Following users
• Liking photos
• Saving photos
• Commenting on photos
• Sending photos to friends
• Messaging users

Understanding Instagram Engagement Rate

Accurate performance data is the metric that has the most impact because the activity on the account gives the algorithm a reason to keep sharing your content with new people. This also helps build the Instagram community. But as an account, it’s important to respond to comments and messages so that engagement with followers feels genuine and not forced. When you’re involved in conversations, it helps drive engagement big time. 

Instagram engagement rate analysis is crucial for understanding how well your content resonates with your audience. Here are key points to consider when you’re aiming to get more engagement for your posts + reels + stories:

Factors Affecting Engagement

• Content Quality: High-quality, visually appealing, and relevant Instagram content tends to get more engagement.
• Posting Time: Posting when your audience is most active on social media increases engagement.
• Hashtags: Using trending hashtags can extend reach and boost engagement.
• Audience Interaction: Responding to comments and engaging with followers builds community and increases engagement.
• Content-Type: Videos, stories, and carousel posts typically receive more engagement than static images.

Instagram wants you to use its platform, not scroll through those hot rod photos. It wants to generate conversation and buzz. Remember, engagement is a big KPI because it’s an accurate measure of the quality of your content and the quality of your followers. Reception of the content lets Instagram know you’re worth following in the first place. If no one cares about your content, that’s a big red flag. 

The platform’s algorithms emphasize high-quality content. They measure the rate of likes, shares, and comments that posts and stories receive. A smaller page with high engagement relative to its follower count would have a bigger organic reach than one with more followers but low activity. 

But check this out: inactive profiles, bots, and “low-quality” followers are useless. They’re not engaging and are harmful to your rate. 

Calculation Methods (AKA the maths be mathing part)

The average engagement rate per post by followers on Instagram is calculated by dividing the total engagement (likes and comments) by the number of posts the profile published. The result is then divided by the number of followers and multiplied by 100. 

• Engagement Rate by Reach (ERR): (Total engagements on post/Reach) 
• Engagement Rate by Posts (ER post): (Total engagements on post/Total followers)
• Engagement Rate by Impressions (ERI): (Total engagements on post/Impressions)
• Daily Engagement Rate (ER daily): (Total daily engagements/Total followers)

Importance of Engagement Rate Analysis

Engagement is one of those KPIs that are critical for sustained success. A smart creator needs to be able to prioritize certain KPIs over others and ensure the most essential are being monitored. Instagram doesn’t offer as many onboard analytics tools as some of its counterparts, like Facebook, so you’ll need to pick and choose where to fight your battles. Engagement rate analysis is crucial for Instagram’s success for quite a few reasons:

• Measuring Content Effectiveness
  High engagement rates show that your audience finds your content valuable and engaging. This measures how well your content resonates. Analyzing which posts have the highest engagement, you’ll understand what content works best and tailor future posts.
  

• Building Stronger Relationships
  Engagement isn’t just numbers but community building. Responding to comments and messages helps foster a loyal and interactive follower base. Engaged followers become brand advocates. You want those kinds of people because they tell their people.
  
• Algorithm Favorability
  Instagram’s algorithm prioritizes content that receives higher engagement. Posts with more likes, comments, and shares will likely appear at the top of the feed, explore the page, and receive broader reach. The algorithm is a tricky beast, as we all know. 

Benchmarking Performance

Engagement rate allows you to benchmark performance against competitors or industry standards. This provides some information about your standing and possible areas that need a little fine-tuning.

• Goal Setting: Understanding your current engagement rate helps set realistic and measurable goals for future growth.
  
• Sales and Leads: Engaged followers take action, such as clicking a link, visiting your site, or making a purchase. Higher engagement translates to higher conversion rates.
• Marketing ROI: High engagement indicates a better return on investment for your marketing efforts. It shows that your resources are being used effectively to connect with your audience.
  
• Attracting Partnerships: Brands and marketers look at engagement rates when choosing influencers to collaborate with. High engagement rates make your profile attractive to potential partners. Influencers with high engagement rates can command better and more lucrative partnership deals.
  
• Audience Preferences: Engagement metrics provide feedback from your audience about what they like and dislike.
  
• Content Experimentation: By analyzing engagement, you can test different types of content and strategies to see what works best.
  
• Adaptation and Evolution: Regular engagement rate analysis helps you stay on top of trends and adapt your strategy to change audience preferences.
  
• Continuous Improvement: It provides a basis for continuous improvement, ensuring your Instagram strategy remains practical and relevant.

Another note on Benchmarking

Engagement rates can vary by industry. It’s important to benchmark against similar accounts. So, if you’re a comparative analysis kind of social media creator, these are the numbers you may be interested in diving into:

• Nano-influencers (1k-10k followers): Higher engagement (up to 8%)
• Micro-influencers (10k-100k followers): Moderate engagement (2-4%)
• Macro-influencers (100k-1M followers): Lower engagement (1-2%)
• Mega-influencers (1M+ followers): Lowest engagement (0.5-1%)

Top Strategies to Improve Instagram Engagement

You’re probably making interesting content right now, but the engagement is just not awesome. There are ways to fix this problem. Most of these social media hacks are easy enough to implement. Content should speak to the audience. You won’t see engagement level up if they’re not into it. Seriously, just be obvious. If you’re a beauty influencer, show folks the products, the hair, the makeup. If you’re a creator who transforms a box of instant potatoes and some deli turkey into a gourmet meal, stick to content around how you’re a wizard in the kitchen.

Create dialogue. Be a part of the community you serve and not just a bystander. This makes a brand seem more approachable, boosting engagement directly. If there’s no content, there’s nothing for anyone to engage with. This leads to followers bailing, forgetting your page, and then Instagram’s internal algorithms forget you, too.

Some other pro tips include:

• Love a caption. Ask questions in your captions, and when you see a relevant caption, drop a comment and engage with people. Check out what your followers and the folks who don’t follow you are up to. A picture may be worth a thousand words, but a killer caption can amplify that value tenfold. Witty, informative, or thought-provoking captions can complement your visuals, sparking conversations and encouraging shares. Don’t shy away from lengthier captions if they add value and depth to your posts.
  
• Check out the trending hashtags. Is there a cultural conversation that you can participate in? Can you offer your opinion on something? Check out what’s popular and see if it works for you or your brand.
  
• Save the photos you like. It helps others and is basically good karma. The same goes for asking your followers to leave a comment and share with friends. And if someone makes their own content around yours, that’s cool. Share it. Social media is all about the network. 

Engagement Extravaganza: Tools to Boost Your Instagram Interactions

Let’s spice things up with tools that don’t just measure success, but pump it up. Engagement isn’t just about posting and praying your content hits the mark. It’s about fostering connections, igniting conversations, and creating a community as vibrant as a neon sign in the dark. 

Peep these engagement tools that will turn your followers into fans:

• Later: This isn’t a scheduling tool; it’s the engagement ally. With features like a visual content calendar and optimal posting times, Later ensures your content is seen and adored. Auto-publish options let you set it and forget it, while hashtag suggestions place you in the right conversations.
• Planoly: For visually driven brands, this is the holy grail. Planoly makes your grid aesthetically pleasing while boosting engagement. You can plan and schedule posts, monitor comments, and respond to DMs all from one interface. With its analytics, you can see which content resonates most. It’s feng shui for your Instagram presence.
  
• Buffer: A classic in the social media toolkit, Buffer is simplicity married with efficiency. It allows you to schedule posts, analyze performance, and engage with your audience all in one place. Its straightforward interface makes it easy to see what’s working and what’s not, so you can tweak your strategy.
  
• Agorapulse: Dive into a treasure trove of engagement features with Agorapulse. This tool does it all – from scheduling and monitoring to in-depth analytics. Its social inbox is a centralized hub where you can manage comments, DMs, and mentions, ensuring you never miss an interaction again.
  
• Combin: Focused on organic growth? Combin is your go-to for any social platform. It helps you find and engage with your target audience by searching for relevant users and content, engaging with their posts, and automating tedious tasks. It’s the ultimate tool for authentic growth.

The Alchemy of Engaging, Shareable Instagram Content

So, what’s the magic potion that turns ordinary posts into must-share, can’t-ignore, comment-magnet content? It’s not sorcery; it’s strategy. Let’s break down the elements that make Instagram content engaging and shareable, ensuring your feed isn’t just scrolled past, but a place for the content people keep coming back to.

• Visual Storytelling
  The first ingredient is visual storytelling. Think of each post as a frame in a movie. Compelling visuals aren’t just pretty pictures; they’re narratives that draw your audience into your world. Whether it’s vibrant photos, captivating videos, or artistic graphics, your content should evoke emotions and tell a resonant story.
• Authenticity
  We’ve said this about five times in this post, but we don’t want you to forget it: People want realness. Polished, overly curated feeds are nice to look at, but can feel fabricated. Share behind-the-scenes glimpses, user-generated content, or moments of sincere vulnerability. Authenticity builds trust and loyalty, making followers more likely to engage with and share your posts.
  
• Interactive Elements
  Engagement isn’t a one-way street. Use Instagram’s interactive features to foster a two-way conversation. Polls, questions, quizzes, and stories that invite responses create a dynamic interaction that keeps your audience hooked. The more interactive your content, the more engaged your followers will be — this is one of the easiest hacks for higher engagement.
  
• Consistent Aesthetic
  A consistent aesthetic — whether it’s a color palette, filter, or theme — creates a cohesive feed that’s instantly recognizable. Consistency doesn’t mean monotony; it’s about creating a visually pleasing brand identity.
  
• Call-to-Actions (CTAs)
  Never underestimate the power of a good call-to-action. Encourage your audience to like, comment, share, or tag friends. Direct engagement prompts can significantly increase interaction rates. Think of CTAs as gentle nudges guiding your followers to take action.

Proven Methods to Skyrocket that Instagram Follower Count

You’ve got your analytics, engagement tools, and content formula. But how do you expand your Instagram empire? How does one get a good Instagram engagement rate?

• Optimize Your Profile
  First impressions matter. Ensure that your bio is concise yet compelling and reflects your essence. Use a high-quality profile picture, preferably a clear, engaging image. Add a link to your website or a current campaign, and make sure your contact information is easily accessible. The profile is absolutely a part of your content strategy, believe it or not. 

• Collaborate with Influencers
  Influencer marketing is like getting a VIP pass to a broader audience. Partner with influencers whose followers align with your target demographic. Influencers can showcase your brand to their engaged audience, providing authentic endorsements that drive new followers to your account. There’s a reason people pay big money to work with a Kardashian.
  
• Host Giveaways and Contests
  Who doesn’t love free stuff? Giveaways and contests are fantastic ways to boost engagement and score new followers. Encourage participants to follow your account, like the post, and tag friends. This not only increases visibility, but uses the power of word-of-mouth marketing.
  
• Utilize Instagram Stories and Reels
  Stories and Reels are prime real estate for engagement. They’re often prioritized in the Instagram algorithm, meaning more visibility for your content. Use Stories to share behind-the-scenes moments, host Q&A sessions, or create polls. Reels, with their potential for viral reach, are perfect for showcasing creative, entertaining content that can attract a broader audience. Boost those Instagram Stories by thinking about how you can crush some high quality content or, at the very least, content that’s heartfelt and real. This is an easy way to increase your Instagram analytics.
  
• Cross-promote on Other Platforms
  Don’t put all your eggs in one basket. Promote your Instagram on other social media platforms like Facebook, Twitter, and LinkedIn. Share your Instagram posts, add your Instagram handle to your email signature, and embed your feed on your website. The more places you promote your Instagram, the better.

And there you have it — the deep dive into the world of Instagram engagement and how to harness that beast. If you have any other questions about the world of social media or how a creator can impact their Instagram or TikTok, check out how Manychat helps automate your busy inbox and transform the comment section into a direct link to your online store.