Over the whole of the Iconosquare index, 47% of brands have an engagement rate
between 0 and 3%, whereas 53% generate on average over 3% of engagement
on their account including 27% over 5%. There are major disparities between
brands.
Brand performance in terms of engagement varies based on the size of the
account
Globally, it can be seen that 73% of brands of all community sizes have an
average engagement rate below 5%. Engagement above the 5% barrier is
however largely achievable by brands with established accounts, as 44% of
brands that have an engagement rate above 5% on Instagram have more than
10k fans; 18% having more than 100k.
The larger the communities, the weaker the engagement rate
Beginner brands, i.e. those with communities of fewer than 5,000 followers
have a ?Very good? (31%) or ?Excellent? (11%) engagement rate. The more brands
subsequently move up through the categories, the more they lose in terms of
strength of their level of engagement. Thus, Actives move to 25% and 4%, and
Successful to 14% and 1%. Geniuses are then 15% in the ?Very good? category
and 0% in ?Excellent?.