Is Your Instagram Engagement as Unhealthy as You Assume?

Is Your Instagram Engagement as Unhealthy as You Assume?

In case you’ve observed your Instagram engagement is down, nicely, you’re not alone! It’s down for everybody, throughout the board.

The fact is that engagement has taken a success on Instagram lately – and it’s completely comprehensible. So, first, let’s speak about why and the way engagement is down. Then let’s determine if yours is absolutely as unhealthy as you assume it’s.

Engagement on Instagram at this time, in early 2023, is about 0.9% on common. Again in 2020, it was about 3%. So, sure, it’s taken a success.


Nicely, to begin with there are extra customers on the platform now than there have been 3 years in the past, 5 years in the past, 8 years in the past, and many others. Extra individuals means extra informal customers (they don’t log in a bunch of occasions a day, and even a number of occasions every week) so chances are you’ll achieve followers however they only aren’t as energetic. Extra individuals means extra competitors to your content material. That’s simply plain math as platforms get extra saturated.

However most significantly was that we had a MAJOR shift in 2020 in the course of the pandemic.

You see, pre-2020, we had a established order between the relative variety of customers (individuals consuming content material) and types (individuals creating content material). However in the course of the pandemic, we noticed an inflow of customers consuming content material (we had been all on our telephones and computer systems at dwelling all day) AND we noticed an inflow of manufacturers creating content material (it was the one solution to attain our clients). So each jumped up in quantity.

BUT, as issues began to return to “regular”, the shoppers went again to work, faculty, and busy lives – which means much less time on the platform. Manufacturers, nevertheless, stored creating on the similar schedule and frequency.

So we ended up with MORE content material created and never as many individuals to devour it. Thereby making a drastically decrease engagement price throughout the board. Is it irritating? Positive. However we are able to’t change it. We have now to set new baselines for our content material efficiency and STOP evaluating our content material to efficiency metrics from 2+ years in the past.

On that notice…

Let’s calculate your engagement price!

Right here’s a easy and fast recap of what you’re about to learn beneath:

Easy methods to Calculate Your Engagement Fee

Right here’s the straightforward system:

[ (Total Post Engagement) / (Follower Count) ] x 100
(Or complete publish engagement (likes and feedback) divided by your follower rely occasions 100.)

For the sake of argument, I’m telling you to divide by follower rely as a result of that’s the general public metric and makes for a good evaluation of anybody’s account.

Technically, although, your true engagement price is definitely engagement divided by your publish attain. You’ll be able to’t get engagement if nobody noticed a publish! BUT, nobody else can see your publish attain so we sometimes measure engagement based mostly on complete followers.

So, when you’ve got 52 likes and 9 feedback on a publish and you’ve got 1720 followers:
(52 + 9) / 1720 = 0.035
0.035 x 100 = 3.5%

You’ll need to do that for various “common” posts to find out your common engagement price. If in case you have most of your posts getting between 60 and 80 likes per publish, go together with a median engagement of 70 likes to calculate your AVERAGE engagement price. Then, when you’ve got a publish that acquired 121 likes, you already know that’s a optimistic outlier with a better engagement price.

How Does Your Engagement Fee Evaluate?

As I discussed, the common engagement price proper now (Might 2023) is about 0.9%. So if you happen to’re over 1% common engagement, you’re higher than the common throughout Instagram.


However, after all, that’s the common throughout ALL accounts. Small, giant, non-public, public, energetic, dormant, and many others.

Additionally, for context, proper now, the common engagement price on Fb is 0.17% and Twitter is 0.07%. So, even at 1% engagement on Instagram, that’s larger than most different platforms.

In case you’re a smaller account with lower than 1000 followers, you possibly can count on to see engagement round 5-10% in your posts. As your account grows, it’s pure to see that engagement lower. Accounts with 10,000 or extra followers begin to go right down to the 1-3% engagement price.

Your business and model focus can even impression your engagement. In case you’re within the style or magnificence business, likelihood is you’ll see larger engagement charges in comparison with a know-how firm in a extremely specialised area of interest. That simply has to do with the character of what persons are interacting with whereas on Instagram. Now, that doesn’t imply that the tech firm can’t use IG nicely – you completely can! It simply means having totally different metrics of “success”. Issues like leads, web site visitors, video views, and many others.

The true key to measuring your engagement price isn’t to check your self to opponents, different manufacturers, and even common enterprise metrics. As an alternative, discover your present baseline. In case your present engagement price is round 2%, what are you able to do to lift YOUR engagement price? Discover these optimistic outliers which have larger than “regular” engagement in your acc

Need frequent, up-to-date coaching like this on all issues Instagram?

My membership program, Revenue Your Profile, offers you that and extra!

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