The Engagement Rate (ER) of an influencer shows the level of interaction their audience has with one of their posts.
To calculate it, a post's engagements are divided by the influencer's reach.
A high Engagement Rate implies that a higher audience percentage sees an influencer's posts, regardless of whether or not they interact with them. The social networks also use an algorithm in which the higher the ER, the more people in their audience it will be shown to.
As it is a percentage, a high or low number does not necessarily mean good or bad; it all depends on the influencer's reach.
- Influencer 1.- The influencer has a reach of 10,000 followers, and one of their posts has 500 engagements, which means their Engagement Rate is 5%.
- Influencer 2.- The influencer has a reach of 50,000 seguidores, and one of their posts has 1,000 engagements, which means their Engagement Rate is 2%.
Influencer 1 has an Engagement Rate of 5%, while Influencer 2 has an Engagement Rate of 2%. This is what we can conclude:
- On average, Influencer 1's audience interacts more with their posts in proportion to their reach, which therefore implies that a higher proportion of their audience sees their posts, regardless of whether or not they interact with them.
- Influencer 2's audience does not have, on average, the same interaction as Influencer 2, but they still generate double the interaction of Influencer 1.
In this example, we can see how a high or low Engagement Rate does not necessarily mean good or bad, it depends on the number of engagements generated and the influencer's reach.
Engagement Rate is an indicator that helps us to understand the performance and the influence level of an influencer.
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