Where Are They Used?

Engagement metrics are relevant across all major social platforms:

• Instagram: Likes, comments, saves, shares, story interactions

• YouTube: Views, likes, comments, shares, watch time

• TikTok: Likes, comments, shares, saves, completion rate

• Facebook & X (Twitter): Reactions, shares, comments, retweets

• Pinterest: Repins, clicks, comments

When Are They Used?

Pre-Campaign (Influencer Discovery):

Used to evaluate the authenticity and quality of an influencer’s audience. High engagement rates often suggest real, active followers.

During Campaign:

Tracks real-time response to content, helping brands fine-tune strategy mid-campaign.

Post-Campaign:

Measures overall success in achieving interaction-related goals (e.g., awareness, connection, action).

Key Engagement Metrics by Objective

Understanding key engagement metrics is essential for measuring the success of influencer campaigns based on specific objectives.

• For brand awareness, metrics like reach, impressions, and views help gauge how many people saw the content.

• When focusing on audience interaction, likes, comments, and shares indicate how actively the audience is engaging.

• To evaluate content value, metrics such as saves, video completions, and watch time reveal how useful or interesting the content is to viewers.

• Lastly, actionable influence is reflected through click-throughs, link taps, and DMs—highlighting the content’s ability to drive direct response or interest.

How to Measure Engagement Rate

Engagement Rate (%) = (Total Engagements ÷ Followers or Views) × 100

This allows standardized comparison between influencers, regardless of follower count.

Best Practices for Using Engagement Metrics

Align metrics with campaign goals (e.g., prioritize saves & shares for content value, comments for interaction).

• Benchmark performance against similar past campaigns or industry averages.

• Track over time to identify trends or spikes.

• Use platform analytics and influencer marketing tools for accurate data tracking.

• Consider context like niche, content format, and posting frequency.

Why Engagement Metrics Matter

• Reflect the depth of relationship between influencer and audience.

• Help identify genuine influence vs. inflated follower counts.

• Reveal how well content is resonating and driving audience actions.

• Provide actionable insights for strategy optimization in future campaigns.