Chart showing: Average Influencer Engagement Rate (By Platform)

Average Influencer Engagement Rate

Irrespective of your ecommerce store's niche, leveraging influencer marketing presents a valuable opportunity to expand your business. With its notable return on investment (ROI), influencer marketing proves to be a worthwhile endeavor for driving growth.

However, before diving in, it's crucial to understand influencer engagement rates across some of the most popular social media platforms and how they differ from one another. This knowledge can inform your strategy and ensure effective utilization of influencer partnerships to achieve your business objectives.

Average influencer engagement rates by social network

According to a recent study on average influencer engagement rates across various social media platforms, YouTube influencers lead the pack with a remarkable engagement rate of 8.2%. This metric is calculated by tallying engagements such as shares, comments, or likes, dividing it by the impression count (number of views), and multiplying by 100. Essentially, for every 1,000 views, a YouTube influencer's video garners 82 interactions.

Instagram follows closely behind, boasting an overall influencer engagement rate of 7.4% across all post types. However, when focusing on Instagram Reels specifically, the engagement rate slightly decreases to 4.9%.

The social media platform with the third-highest influencer engagement rate is Pinterest. The average influencer’s post there receives an engagement rate of 2.9%—around one-third the rate of YouTube. Moving down the list, engagement rates fall to 1.6% for Facebook influencers. 

Meanwhile, despite its rising user base, TikTok’s influencer engagement rate is the lowest of these five social networks, at 0.9%. Experts attribute this to potential content saturation in a space where the audience is presented with innumerable content options.

Average influencer engagement rate: actionable data

The data suggests that if maximizing engagement is a key objective for your influencer marketing campaign, especially one focused on video content, YouTube presents a compelling avenue. With its notably high engagement rate, the platform offers promise for driving interactions with your brand.

That said, there are other factors to consider when crafting an influencer marketing strategy. For instance, how much you’re willing to spend on influencing marketing affects which accounts you can potentially work with. Moreover, the form of compensation offered to influencers is pivotal, and it’s worth pointing out that more than two-thirds of influencers receive brand deals as a form of payment.

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