According to a study of Instagram (IG) influencer engagement rates (ER) worldwide, nano influencers have been seeing the highest popularity compared to other tier profiles. Influencers who had between one to ten thousand followers had tan engagement rate of 2.19 percent in 2023. On average the ER for all studied IG influencers stood at 1.85 percent in the same year.

In 2023, Instagram influencers with between 1,000 and 10,000 followers had the highest engagement rates, amounting to 2.19 percent. The rate was lowest for mid-tier influencers with 50,000 to 500,000 followers. Lifestyle, beauty, and music were the most popular topics for Instagram influencers that year.

In the first half of 2024, nano-influencers (with between one thousand and 10 thousand followers) on Instagram in Sweden had an average engagement rate of 3.41 percent. Creators with the largest following of over one million had rates of 1.4. The regional average was just below that of nono-influencers, with 3.16 percent.

Travel was the leading industry for influencer marketing engagement, averaging an engagement rate of 2.4 percent among global social media users in 2023. Beauty and sports and fitness followed with 1.95 percent and 1.6 percent, respectively. Fashion and education industries reported engagement rates of 1.53 percent and 1.21 percent.

Instagram nano-influencers with 1,000 to 5,000 followers enjoyed the highest engagement rate (ER) in the United Kingdom in 2021, with 4.59 percent. Micro-influencers with 5,000 to 20,000 followers followed with an ER of 2.26 percent. On average the engagement rate for Instagram influencers in the UK stood at 2.92 percent in 2021.

Between January and June 2023 in the United States, Instagram influencers with an audience of between five and 10 thousand followers had an average engagement rate of 5.15 percent. This was the highest among all influencers using the platform. Instagram influencers with over one million followers achieved an engagement rate of 2.54 percent.

In the first half of 2024, nano-influencers (with between one thousand and 10 thousand followers) on Instagram in Denmark had an average engagement rate of 2.75 percent. Creators with the largest following of over one million had rates of 1.37. The regional average was just below that of nono-influencers, with 2.67 percent.

In the first half of 2024, nano-influencers (with between one thousand and 10 thousand followers) on Instagram in Norway had an average engagement rate of 3.57 percent. Creators with the largest following of over one million had rates of 1.19. The regional average was just below that of nono-influencers, with 3.31 percent.

During a study of engagement rates on Instagram influencer accounts in the United States, it was found that influencers with a profile size of between one and five thousand followers were projected to have the highest engagement rate throughout 2022, at 4.6 percent. This marked a slight decrease from the average 2021 nano-influencer engagement rate of 4.6 percent.

Among the various tiers of social media influencers in India, it was reported that nano influencers exhibited the highest levels of engagement with their audiences of up to four percent as of 2024. Meanwhile, the more easily discoverable tiers of influencers, that is macro and mega influencers who have a larger following, were found to engage the least with their audience.

As of June 2023, influencers on Instagram with a follower count between five thousand and ten thousand had an engagement rate of about 5.17 percent in Indonesia. By comparison, influencers with a follower count of over one million had an engagement rate of around two percent.

Costa Rica had the highest average engagement rate of Instagram influencers among countries in Latin America in 2021, at 2.6 percent. Uruguay followed with an engagement rate of 2.56 percent, while Mexico rounded out the top three with 2.52 percent.

According to hypeauditor.com, nano-influencers on Instagram in India had the highest engagement rate of 5.9 percent as of January 2020. Nano influencers were those with thousand to five thousand followers on the social networking platform. Overall, Indian Instagram influencers had a higher engagement rate compared to the worldwide average in the measured time period.

Average influencer engagement rates (ER) worldwide had decreased gradually since 2020. The engagement rate was 2.23 in 2020, only to drop to 1.9 two years later, in 2022. The engagement rate is defined by the total likes and comments, divided by the amount of followers and multiplied by 100 percent.

As of June 2023, influencers on Instagram in Singapore with a follower count between five and ten thousand had an engagement rate of about 4.01 percent. By comparison, influencers with a follower count of over one million had an engagement rate of about 3.35 percent.

In 2023, nano-influencers (with between one thousand and 10 thousand followers) on Instagram in Latin America had an average engagement rate of 1.46 percent. Creators with the largest following of over one million had rates below the regional average of 1.33 percent. According to the same source, 0.2 percent of Latin American Instagram influencers had over one million followers on that social media platform.

In 2020, Instagram nano-influencers in Portugal with between 1 to 5 thousand followers had the highest audience engagement rate at nearly six percent. Engagement rate was down to roughly two percent in the 5 to 20 thousand follower influencer group. Despite having over 1 million followers, mega-influencers and celebrities had the lowest engagement rate with 1.74 percent.

In 2023, winter sports was the Instagram influencer category with the highest engagement rate in Latin America at 3.5 percent. Furthermore, three categories tied for second place: Comics and sketches, extreme sports and outdoor activity, and sports with a ball each had an average of 2.5 percent. According to the same source, 0.2 percent of Latin American Instagram influencers had over one million followers on that social media platform.

In 2024, nano-influencers (with between one thousand and 10 thousand followers) on Instagram in Finland had an average engagement rate of 4.47 percent. Creators with the largest following of over one million had rates of 1.45. The regional average was just below that of nono-influencers, with 4.29 percent.

As of June 2023, influencers on Instagram in UAE with a follower count between five thousand and 10 thousand had the highest engagement rate of about four percent. Meanwhile, Instagram influencers with the follower count of over one million had an engagement rate of 1.92 percent.