Engagement rate is one of the most important numbers in influencer marketing. It shows how many people actually care about the content, not just how many see it. A high engagement rate means followers are liking, commenting, or sharing. A low one means they’re scrolling past.
Brands use this data to decide who to work with. A creator with fewer followers but strong engagement can often bring better results than a big name with low activity. That’s why it’s worth looking at the numbers closely.
In this post, you’ll find current engagement benchmarks across platforms like Instagram and TikTok. We’ll also show how rates change depending on follower count, and what to expect in different industries. The goal is to help you make better choices when planning your next influencer campaign.
Average Engagement Rates by Platform (2024–2025)
- Instagram: Average engagement rate is 0.71%
- TikTok: Overall average engagement rate is 4.1%
- Facebook: Average engagement rate is 0.15%
- X (formerly Twitter): Engagement rates fluctuate, with an average of 1.7%
- LinkedIn: Average engagement rate is 0.35%
Instagram Engagement Rates by Influencer Tier
- Nano-influencers (under 10K followers): Engagement rate of 6.23%
- Micro-influencers (10K–50K): Engagement rates range from 2.0% to 3.0%
- Macro-influencers (50K–500K): Engagement rates between 1.5% and 2.0%
- Mega-influencers (500K–1M+): Engagement rates around 0.8% to 1.2%
Beauty Industry Insights
- High-engagement creators: Influencers such as @megssfx (55K followers) and @jooshica (1.8M followers) have achieved notable engagement rates of 22.8% and 7.81%, respectively.
- Brand performance: Brands like Rihanna’s Fenty Hair and Beyoncé’s Cécred have seen significant engagement, with Fenty Hair ranking highly among brands launched in 2024.
Trends and Considerations
- Instagram engagement decline: Overall engagement has decreased by 28% year-over-year, now averaging 0.50% across all content types.
- Content type performance on Instagram:
- TikTok engagement by industry: Media and publishing sectors have the highest TikTok engagement, with an average rate of 4.7%.
Final Thoughts
Understanding engagement rates helps you avoid guessing. It shows who’s really influencing—not just who has followers. If you want your campaigns to perform, this is the metric to watch.
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