Who’s Listening? Engagement Rate Explained
LYNNIE VERSION
Would you like to read this article in more grown-up words, still easy to understand? Jump here.
Hi! I’m Lynnie! Today I’m telling you about engagement rate.
When brands pick creators, one number comes up again and again: engagement rate. There are three ways to work it out. Which one do brands really use?
Three ways, one winner
In the last article, we learned three ways to work out engagement rate: by followers, by reach, and by views.
For beginners, when people say “engagement rate,” they almost always mean the follower one:
Likes, comments and shares, divided by followers, times 100.
That’s how brands and partners usually compare.
What’s a good number?
- Under 1%: low
- 1 to 3%: average
- 3 to 6%: good
- Above 6%: strong!
But it depends on size. Smaller accounts usually have higher numbers! So 4% means something different for an account with 2,000 followers than for one with 200,000.
Let’s do the math!
Creator A has 5,000 followers. Her posts get about 250 likes, comments and shares each. 250 divided by 5,000, times 100 = 5%. That’s good!
Creator B has 80,000 followers. His posts get about 800 each. 800 divided by 80,000, times 100 = 1%. That’s low to average.
Creator B reaches more people in total. But Creator A’s followers are WAY more active! For a little brand with a niche product, Creator A might be the better choice.
Look at lots of posts, not one! Always use the average of several recent posts. One viral post can make an account look much more active than it usually is.
Your own engagement rate
Knowing your own engagement rate is useful, even if you never sponsor anybody. It shows which posts your followers like most!
And brands will check it if you want to be sponsored! Track it monthly, and put it in your media kit (a short page showing partners your results).
Does the audience fit?
A high engagement rate only helps if the followers are like your customers! A gaming creator with 7% won’t sell lots of handmade soaps.
Check who comments, and ask the creator where their followers live and how old they are.
Watch out for fake fans
Be careful if an account’s activity looks weird. Warning signs:
- lots of comments that say almost nothing, like just one emoji
- followers suddenly jumping up super fast
- likes from accounts with no posts
Comments beat likes
Not all interactions are equal! A real comment or a share shows way more interest than a quick like. So read the comments! Questions about products, personal stories, and followers chatting with each other are great signs of a real group of fans.
Who needs this?
It matters most for sponsorships & UGC and audience monetization, out of the ten ways to earn.
Free and faceless
Working out engagement rate is free! You only need the numbers on a profile, and a calculator. You can do it yourself.
And lots of faceless accounts have amazing engagement rates, because their posts are useful, pretty or funny!
What’s next?
The next article is about way number twelve: picture ads on other websites. The whole lesson is in the book on our products page. Want a grown-up to help check a creator’s numbers? Go to our services page.
What grown-ups usually ask (and I answer)
What is engagement rate?
How much people interact with posts, compared to how many followers there are.
Which formula is most common?
Likes, comments and shares, divided by followers, times 100.
What’s a good engagement rate?
Under 1% is low, 1 to 3% average, 3 to 6% good, above 6% strong.
Are there step-by-step lessons for starting each of the ten ways cheaply?
Maybe! If lots of people want them. Join the waitlist and you’ll know first.
Should I work out my own?
Yes! Especially if you want to be sponsored one day.
How often should I check a creator’s number?
Before every new sponsorship, using at least ten posts.
Do smaller accounts have higher rates?
Usually yes!
How can I start for free or almost free?
Lynnaider shows you how to start each of the ten ways for free, or for very, very little money. You’d be surprised! And a free robot helper called Lynnaider Compass helps you step by step!
Disclaimer: This article is for general informational purposes only and should not be regarded as legal, tax, or business advice. Pursuing an online business does not guarantee income; results depend on many factors including the business environment, individual effort, skills, and consistency. Some links on this site may allow Lynnaider to earn a commission at no additional cost to the reader.
