We already know this, but now we REALLY know this - 2025 will not only see but acknowledge a seismic algorithm shift of quality over quantity (granted the definition of what quality is per platform is debatable… but that’s another blog post). Brands are increasingly prioritizing partnerships with micro and nano-influencers, whose smaller, niche audiences often boast higher engagement rates and can fit more comfortably into budgets. We’re seeing creators with focused, loyal communities, better positioned to deliver tangible ROI with high engagement signaling trust and influence, which directly impact conversion rates and a brands bang for buck.

Over the last 10 or so years I’ve seen engagement benchmarks and rates vary substantially and today it’s dependent on 3 key aspects: Quality of Content, Algorithm Priorities and Audience Size. A good engagement rate for a creator will often vary based on the platform but here are some general broad strokes benchmarks, I’ve put together based on my own research and experience with creators and brand campaigns:

ENGAGEMENT RATE BENCHMARKS BY FOLLOWER COUNT

Nano-Influencers (1K–10K followers):

• Engagement Rate: 5–10% or higher

• Nano-influencers often have smaller, more loyal communities, leading to higher interaction rates.

Micro-Influencers (10K–50K followers):

• Engagement Rate: 3–6%

• While the audience size grows, engagement tends to decrease slightly as followers diversify.

Mid-Tier Influencers (50K–500K followers):

• Engagement Rate: 2–4%

• Engagement can decline further due to broader audience demographics and less personal connection.

Macro-Influencers (500K–1M followers):

• Engagement Rate: 1.5–3%

• Larger audiences are harder to engage deeply, but strong content can still drive meaningful interactions.

Mega-Influencers and Celebrities (1M+ followers):

• Engagement Rate: 1–2%

• These influencers often rely more on reach than high engagement rates.

ENGAGEMENT BENCHMARKS BY PLATFORM

• Instagram:

• Average: 1–3%

• Good: 3–5%

• Excellent: 6%+

• TikTok:

• Average: 6–9%

• Good: 10–15%

• Excellent: 15%+

• TikTok often has higher engagement rates due to the platform's algorithm prioritizing viral and engaging content.

• YouTube:

• Average: 2–4% (based on likes, comments, and shares relative to views)

• Good: 4–6%

• Excellent: 6%+

• Twitter (X):

• Average: 0.5–1%

• Good: 1–3%

• Excellent: 3%+

• Facebook:

• Average: 0.5–1%

• Good: 1–2%

• Excellent: 2–3%