Engagement Rate vs Followers: What Matters the Most?

In the world of social media, businesses are constantly trying to determine the best way to measure success in their influencer marketing campaigns. The key question that comes up is, should businesses prioritize Engagement Rate vs Followers? Many brands and businesses believe that having a high number of followers is crucial, but when it comes to real results, engagement often holds more value.

For businesses working with an influencer marketing agency understanding the difference between engagement rate and followers can significantly impact the effectiveness of their campaigns.

In this article, we will explore the differences between engagement rate and followers, why engagement is often more important than follower count, and how businesses can make the most out of their influencer marketing efforts.

What is the Engagement Rate?

The Engagement Rate vs Followers debate often leads to the conclusion that engagement rate matters more because it provides a more accurate picture of how much influence an influencer has over their audience. A high number of followers does not necessarily translate into high engagement. If an influencer has a large following but low engagement, it could indicate that many of their followers are inactive or uninterested in their content. On the other hand, an influencer with a smaller following but a high engagement rate often has a more loyal and active audience.

What are Followers?

Followers are the total number of people who have subscribed to or followed an influencer’s social media account. The follower count is often seen as a measure of an influencer's popularity and reach. However, follower count alone does not provide a full picture of an influencer’s effectiveness.

Having a large number of followers can certainly be impressive, but it does not guarantee that the followers are engaging with the content. Many influencers with a high follower count might have a mix of inactive accounts, bots, or people who are not genuinely interested in their posts.

Why Follower Count Can Be Misleading

The number of followers can be misleading for businesses. An influencer with millions of followers might appear to have a massive reach, but if their engagement rate is low, it means that only a small fraction of their audience is interacting with their content. This can happen for a variety of reasons, such as fake followers, inactive accounts, or a mismatch between the influencer’s content and their audience’s interests.

In the Engagement Rate vs Followers debate, focusing solely on follower count can lead businesses to make poor marketing decisions, resulting in wasted resources and lower ROI.

Engagement Rate vs Followers, Which One Should Businesses Prioritize?

The key to successful influencer marketing is finding influencers whose audience aligns with the brand’s target market and is actively engaged with the content. So, in the battle between Engagement Rate vs Followers, which metric should businesses prioritize?

Engagement Rate: Quality Over Quantity

Engagement rate is a better indicator of the quality of an influencer’s audience. Influencers with high engagement rates have followers who are actively interested in their content, and that translates into better results for businesses. When followers engage with posts, it means they are more likely to trust the influencer’s recommendations, which increases the chances of them buying a product or service.

An influencer with 10,000 followers and a 10% engagement rate can be more valuable to a brand than an influencer with 100,000 followers and a 1% engagement rate. The smaller influencer’s audience is much more likely to be actively listening, engaging, and responding to the content, which often leads to better conversions.

Follower Count: Expanding Reach

On the other hand, follower count is still an important metric when it comes to expanding reach. If a business wants to raise awareness and get its brand in front of as many people as possible, working with influencers who have a large follower base can help achieve that goal. However, businesses should be cautious and ensure that the influencer’s followers are real and that the audience aligns with their target market.

In the Engagement Rate vs Followers debate, follower count should not be the only factor when deciding which influencer to work with. A large following is valuable, but it must be backed up by strong engagement.

The Role of Micro and Nano Influencers

Micro and nano influencers—those with smaller but highly engaged audiences—are becoming increasingly popular in influencer marketing. These influencers often have much higher engagement rates than their macro counterparts, and because they have a more intimate connection with their followers, their recommendations often carry more weight.

Micro-Influencers

Micro-influencers typically have between 10,000 and 100,000 followers. While their follower count is smaller than macro-influencers, their engagement rates tend to be much higher. Micro-influencers often focus on niche topics, which means their followers are deeply interested in their content. For small businesses, working with micro-influencers can be more cost-effective while still delivering great results.

Nano Influencers

Nano influencers have even smaller audiences, usually between 1,000 and 10,000 followers, but they tend to have incredibly high engagement rates. These influencers often have close, personal relationships with their followers, which leads to greater trust and influence. Nano influencers are ideal for small businesses or brands that want to focus on a hyper-local or niche audience.

In the Engagement Rate vs Followers debate, micro and nano influencers often show why engagement is more valuable than follower count. Even though they may not have the massive reach of larger influencers, their high engagement can drive more meaningful results.

How to Measure Engagement Rate

Measuring engagement rate is fairly straightforward, but it’s essential to track it consistently over time to get a complete picture of an influencer’s performance. Here’s how to calculate it:

1: Total Engagement:

Add up the number of likes, comments, shares, and other forms of engagement on a post.

2: Follower Count:

Divide the total engagement by the influencer’s follower count.

3: Multiply by 100:

For example, if an influencer has 10,000 followers and a post receives 500 likes and comments combined, the engagement rate would be (500/10,000) * 100 = 5%.

How to Choose the Right Influencers

When deciding between Engagement Rate vs Followers, businesses should focus on a balance between the two. Here’s how to choose the right influencers for your brand:

1. Check Engagement Rate

Always prioritize engagement rate over follower count. Look for influencers with engagement rates between 2-10%, as this indicates that their followers are active and interested in their content.

2. Review Audience Demographics

Make sure the influencer’s audience aligns with your target market. Look at the demographics of their followers, including age, gender, location, and interests.

3. Look for Authenticity

Choose influencers who produce authentic content that resonates with their followers. Audiences can easily spot inauthentic promotions, and that can hurt your brand’s reputation.

4. Assess Consistency

Look for influencers who consistently post high-quality content and maintain steady engagement across their posts. Inconsistent engagement can be a red flag.

The Balance Between Engagement and Followers

The debate between Engagement Rate vs Followers ultimately comes down to balance. While engagement rate is crucial for driving meaningful interactions and conversions, follower count is still valuable for increasing reach and brand awareness. A smart strategy will involve a mix of influencers—those with high engagement to drive conversions and those with a larger following to expand reach.

Conclusion

In conclusion, the Engagement Rate vs Followers debate shows that while follower count can be an impressive metric, engagement rate is often the more important factor in a successful influencer marketing campaign. High engagement indicates that an influencer’s audience is actively interested in their content and more likely to take action based on their recommendations.

For businesses looking to maximize the effectiveness of their influencer marketing efforts, focusing on engagement rate, working with micro and nano influencers, and building genuine relationships with influencers are all critical steps to success. By balancing both metrics—Engagement Rate vs Followers—businesses can create a powerful influencer marketing strategy that drives real results