How Do I Check The Engagement Rate Of An Influencer On Instagram?

An influencer's engagement rate measures how much their audience interacts with their content. The simplest formula is (likes + comments + saves + shares) ÷ followers × 100, averaged over recent posts. A more reliable version divides interactions by reach, using the Instagram Insights data the influencer can share. For a hotel, the rate is one criterion among others: audience location, quality of content and fit with the brand matter just as much.

Key takeaways

• Calculate the rate on several recent posts, not on a single viral one.
• Ask for Insights screenshots: reach, audience countries and age.
• A high rate on an audience that does not match the hotel's markets has little value.

How do you calculate the engagement rate?

• By followers: (interactions ÷ followers) × 100. Example: a post with 120 likes, 20 comments and 10 saves on an account of 5,000 followers gives (150 ÷ 5,000) × 100 = 3%.
• By reach: (interactions ÷ accounts reached) × 100, more accurate because it counts people who actually saw the post.
• For Reels and stories: also look at views, replies and link clicks.

Which data should a hotel request?

• audience breakdown by country, city, age and gender;
• average reach and views over the last weeks;
• results of previous travel or hospitality partnerships.

What are the warning signs?

• sudden jumps in followers;
• generic comments or comments from empty accounts;
• many likes but very few saves, shares or replies;
• an audience mainly located outside the hotel's target markets.

How does Influence Society select influencers for hotels?

At Influence Society, we analyze engagement, audience data and content quality before proposing influencers to a hotel, define clear deliverables and disclosure rules, and measure results on reach, website traffic and bookings. See also how to run an Instagram contest.