What does good look like? Engagement rate benchmarks by platform, follower tier, and content type - plus the key metrics every influencer marketer should track.
Engagement Rate Benchmarks
Instagram engagement rates have settled into well-understood ranges. Smaller accounts naturally have higher engagement because their audience is more personal and niche.
| Follower Tier | Good ER | Average ER | Below Average |
|---|---|---|---|
| Nano (1K–10K) | 5%+ | 3–5% | <3% |
| Micro (10K–50K) | 3.5%+ | 2–3.5% | <2% |
| Mid-Tier (50K–500K) | 2.5%+ | 1.5–2.5% | <1.5% |
| Macro (500K–1M) | 1.8%+ | 1–1.8% | <1% |
| Mega (1M+) | 1.2%+ | 0.7–1.2% | <0.7% |
TikTok engagement rates tend to be higher than Instagram because the algorithm surfaces content to non-followers. ER is typically measured against views rather than followers.
| Follower Tier | Good ER | Average ER | Below Average |
|---|---|---|---|
| Nano (1K–10K) | 10%+ | 6–10% | <6% |
| Micro (10K–50K) | 7%+ | 4–7% | <4% |
| Mid-Tier (50K–500K) | 5%+ | 3–5% | <3% |
| Macro (500K–1M) | 3.5%+ | 2–3.5% | <2% |
| Mega (1M+) | 2%+ | 1–2% | <1% |
Key Performance Indicators
Beyond engagement rate, these are the metrics that separate successful influencer campaigns from wasted budget. Untapper tracks all of them automatically.
The foundational metric. Shows how actively the audience interacts relative to reach. Use median-based ER for realistic expectations.
How much you pay per 1,000 views or impressions. Industry average for micro-influencers is $10-25 CPM; macro is $25-50.
Return on ad spend. A healthy influencer ROAS is 3-5x for product-market-fit brands. Below 1x means you're losing money.
Percentage of followers who see the content. On Instagram, typical reach is 10-20% for feed posts; TikTok reach can be 100%+ due to the FYP algorithm.
How often content breaks out beyond the baseline. A creator with high viral potential can deliver outsized returns - but also more variance.
Is the creator's influence growing or declining? Partner with creators on an upward trajectory for compounding returns.
Here's how to read the numbers at a glance. Untapper surfaces these signals automatically - but it helps to understand what you're looking at.
You don't need to memorize these tables. Untapper contextualizes every metric against the appropriate benchmark for the creator's follower tier and platform - right on their profile.
Cost Benchmarks
What should you expect to pay per 1,000 views? CPM varies dramatically by platform, niche, and creator tier. Here are the ranges to keep in mind when planning budgets.
| Niche | Instagram CPM | TikTok CPM |
|---|---|---|
| Lifestyle & Fashion | $15-30 | $8-18 |
| Beauty & Skincare | $20-35 | $10-22 |
| Fitness & Health | $18-32 | $8-20 |
| Food & Cooking | $12-25 | $6-15 |
| Tech & Gaming | $25-45 | $15-30 |
| Finance & Business | $40-80 | $25-50 |
Frequently Asked Questions
Engagement rate benchmarks shift gradually over time as platforms evolve their algorithms. TikTok benchmarks have been slowly declining as the platform matures and competition increases. We recommend re-evaluating benchmarks annually.
These benchmarks reflect global averages with a US/Western market skew. Engagement rates can vary by region. Creators in emerging markets (Southeast Asia, Latin America) often show higher engagement rates due to more active user bases.
No. Instagram Reels typically generate 2-3x higher engagement than static feed posts due to algorithmic distribution to non-followers. When evaluating a creator who posts mostly Reels, expect higher engagement rates than the feed post benchmarks listed here.
Untapper surfaces benchmarks and KPIs automatically for every creator you view. Free Chrome extension for Instagram & TikTok.