In the last couple of weeks, we’ve spoken about and defined engagement rate and why it is so important in influencer marketing. More recently, we’ve looked at and analysed what a good engagement rate is on Instagram. Today we’re turning our attention to Twitter, exploring what a good engagement rate is and how you can find out the expected engagement rate of an influencer you are planning to collaborate with.
The process of defining what a good engagement rate is can be difficult, and in our blog post How To Measure An Influencer’s Engagement Rate our technical team delves right into the details. But here is a more simplified breakdown of the process.
To calculate an engagement rate, we total the engagements (likes + comments + retweets etc) across all of the influencers posts on a particular profile (e.g. Instagram profile) then divide by the total number of followers and divide that by the number of posts (to get the per post average).
Once we have our percentage, we can start to analyse and understand what this number is telling us about an influencers’ engagement rate on each social platform. While an influencer may perform well on Twitter, their engagement rates may not be as strong on Instagram, which is why it is so important to have this information when searching for and comparing potential influencers.
Making Sense of The Numbers
At Scrunch want to make the process of finding the right influencer for your campaign as easy as possible, so we’ve done all the hard work for you. We’ve (s)crunched the numbers and calculated the engagement rate of each influencer’s Twitter profile on our Scrunch database, assigning their profile one of the following convenient tags: low, good, high, very high. With these tags, you can now easily search for and compare influencers based on their engagement rates on each social platform, deciphering which ones they perform best on.
Now let’s look at what a good engagement rate on Twitter is, exactly
Based on our analysis of millions of datapoints, we’ve defined the following engagement rate ranges for Twitter:
- An engagement rate between 0% and 0.02% is considered to be low. An influencer with a low engagement rate on Twitter could expect between 0 - 2 reactions for every 1000 followers.
- Engagement rates between 0.02% and 0.09% are considered to be good. An influencer with a good engagement rate on Twitter could expect between 2 - 9 reactions for every 1000 followers.
- An engagement rate between 0.09% and 0.33% is considered to be high, where an influencer would expect 9 - 33 reactions for every 1000 followers on Twitter.
- Finally, an engagement rate between 0.33% and 1% is considered to be very high, with expected reactions to be between 3 - 10 for every 1000 Twitter followers.
Now that you know what a good engagement rate is on Twitter, Scrunch can help you find the information you need for your next influencer marketing campaign. If you haven't already, check out our recent blog post What is a Good Engagement Rate on Instagram.