Improve Instagram engagement rate: tips and calculations

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Key points about influencer engagement rate on Instagram
Instagram engagement rate refers to the interaction between users and the content posted by an account. It is an important metric for evaluating the success of a content strategy.
There are various methods that allow you to calculate the engagement rate. The important thing is to maintain the same calculation method over time to homogenize your analyses.
Through various tactics, it is possible to increase the engagement rate and visibility of Instagram accounts, without having to invest in advertising.
What is social media engagement?
Social media engagement refers to the interaction that occurs between users and the content posted by an account, including likes, comments, shares, and other forms of participation. Achieving good engagement is crucial for both influencers and brands, as it not only indicates that the content is relevant and engaging for the audience, but also ensures greater visibility on the platform. A high level of engagement usually translates into a more favorable algorithm, allowing posts to be seen by a wider audience. This, in turn, increases the chances that the promoted message or product will be successfully received, generating more interest and engagement from the target audience.

Engagement can therefore be used by influencers and brands as an essential metric to assess the success of their social media content strategy. Analysing and improving engagement allows content creators to better understand their audience’s preferences, adjust their communication strategies and increase their reach. This not only contributes to the growth and strengthening of the online community, but also improves the brand’s positioning in the market, facilitating future collaborations and increasing follower loyalty.

How to view and check the engagement of an Instagram account?
First, you should know that if your profile is set up as a business or creator account, you can access Instagram Insights to get detailed data on the performance of your posts, stories, and engagement rate.

Another way to understand engagement is by using third-party platforms like Kolsquare that allow you to analyze the performance of an account, showing the engagement rate, follower growth, and other key metrics.

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How to calculate the engagement rate of influencers on Instagram?
Before we get into the details of the calculations, it's important to remember the concept of engagement. On Instagram, it can be likes, comments, shares or even check-ins generated under a post . In short, it's all the interactions made on a piece of content, whether it's a photo or a video. The engagement rate is the quality indicator par excellence; it allows you to judge the relevance of the content shared with your community.

To calculate the Instagram engagement rate, we will mainly take into account likes and comments.

There are several methods and formulas for calculating engagement rate . The important thing is to make sure you keep the same calculation method over time to homogenize your analysis.

We recommend you read our blog post: Top 5 Instagram Influencers

Main formulas to know and analyze the engagement of an account on Instagram
a. Participation rate per subscriber
This is the percentage of people who interact daily with an Instagram account or post after having come into contact with it. It can be calculated using this formula: sum of interactions divided by the number of followers . This option is interesting because it allows you to compare yourself with your competitors; the number of followers and the number of “likes” are administration directors email database data that everyone can access. It is also an opportunity to determine to what extent an Instagrammer is an influencer or not.

To summarize: (Likes + Comments) / Followers x 100 = Engagement rate per follower.

b. Engagement rate per person reached
This second calculation method is only possible for professional Instagram accounts, because they have access to reach. This calculation takes into account the people who actually saw your post and therefore provides more precision to your engagement rate. Don't forget that a good part of your followers will never see your Instagram posts.

To sum up: (Likes + comments)/reach x 100 = Engagement rate per person reached.

To go further, it may also be interesting to calculate your positive engagement rate , i.e. to be able to exclude all positive reactions towards your brand. The engagement rate does not take into account the tone of the interactions, which can be positive or negative (during a bad buzz for example).