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INSTAGRAM ENGAGEMENT RATE VS. FOLLOWER COUNT – WHAT MATTERS MORE?

INSTAGRAM ENGAGEMENT RATE VS. FOLLOWER COUNT – WHAT MATTERS MORE? 1024 683 faizan

Have you come across Instagram accounts where the follower number is in the many thousands, but then posts have a relatively low number of engagements – likes, comments, saves, shares – on most posts, that number less than ten? Doesn’t the account’s follower count seem questionable?

As an influencer, do you have a follower trap?

Avoid the Follower Trap

Follower Trap” refers to social media accounts where a mismatch of high follower numbers with low engagement rates exists. This situation happens for many reasons, ranging from non-active followers to  “questionable” activities such as accounts buying fake followers in the thousands. 

Many believe the follower count metric makes an Instagram account look successful, but not so.  To understand its value, the follower count should be compared with an important sister metric that heavily takes into account Instagram’s algorithm –  the engagement rate, or ER.

But first, let’s get back to basics…

What’s an influencer’s main purpose?

Essentially, influencers build quality followers who can be “monetized.”  That means brands will hire influencers to promote and sell their products, services and image to their followers as they are potential customers.

Many industry studies say the best way to create a strong, loyal following is for influencers to create and curate content relatable to their unique fans and followers, even if it is paid, as long as it’s presented in a way they expect, enjoy and relate — such as live product reviews or sharing ideas on how the influencer would use the product.

If this content is likable, the post is likely to have a reasonable engagement amount and followers would likely amplify the content further, by reposting, sharing, or even inviting their friends and family to follow the influencer’s account, thereby increasing the fan base. These newbie followers are likely to interact with the content positively and also refer on… and the cycle continues – success!

Welcome to Instagram engagement metrics where the right numbers can determine the true value of influencers and their audiences.

Why should we keep talking about engagement rates?

Influencers are a bridge between brands and their target audiences, so an influencer’s brand relevance is important. Instagram’s ER measures how well content is performing and generates an indication of positive or negative perceptions by followers, say by the comments left or the emojis used.  ERs ultimately help price an influencer’s worth to the brand and their followers’ value uses engagement rates versus the number of follower accounts as an indication.

How do you measure Engagement Rates?

ERs can be calculated in two common ways, depending on who is measuring:

  • Brands’ Engagement rate by reach = (Likes + Comments)/Reach x 100
  • Influencers’ Engagement rate by audience = (Likes + Comments) / Followers x 100

Plenty of paid platforms that do the math for you quickly and accurately such as IQ Hashtags. 

An influencer’s engagement rate should be continuously improved. It might sound unfair, but for a brand, it may be far better to have a small engaged audience size versus a huge number of followers who will not view, or interact, thereby driving down ER, lower influencer’s value to brands and negatively impact future collaborations. Success benchmarks are also different for each platform –  Instagram is 23% more popular and engaging than Facebook – so different strategies should be tested and the better ones continue to be improved.

What is the average engagement rate?

  • Instagram’s average engagement rate is ~1.22%, (source: Dailypurpose.com) but varies by different factors like industry, product, brand popularity
  • A good engagement rate on Instagram ranges from 3% to 5% 
  • Referencing the graph, there is an inverse relationship between the number of followers and the engagement rate which means nano- and micro-influencers tend to be more effective than macro-influencers and celebrities

Why are accounts unfollowed?

Did you know that Instagram notifies accounts of new followers, but not for unfollows?  So, influencers have to carefully and frequently track changes to have a good understanding of how many followers they are losing daily, ideally the net of new and leaving should always be positive.

Often, unfollows are directly the result of poor quality followers. For example, many profiles who follow a new account in the hope that they will be followed back, and so if this does not happen, then they will eventually unfollow.  

Also, if influencers purchase followers, then these fake profiles and bots, eventually may get closed.  Instagram regularly reviews profiles to ensure they are valid and being used or will be closed – it’s not unheard of for thousands of followers to disappear overnight!

How to get followers hooked to your profile?

Two words –  AWESOME CONTENT.

We’ve concluded that a sizable follower base does not mean all new posts will automatically generate good engagement – this is simply not true! The key is to align content to audiences’ interests and avoid situations that result in low engagement. Below are the reasons which may be the root cause of unfollowing:

  • Followers are not interested or even ignoring the account due to poor and non-relevant content
  • Content is infrequently posted so followers lose interest
  • Audiences are not connecting with the visuals.

Influencers have many challenges – time, skills, creativity – to create great content and also maintain a quality follower base.  If done well, Instagram can also boost organic follower numbers by using its algorithms – referencing high engagement content, Instagram recommends the account to new audiences with similar profiles to their existing followers. Therefore, it is important to ensure the right type of audience and content is on your profile to stay relevant and meaningful.

You can search and read thousands of articles on how to create the right content on Instagram, focused on your niche.  So if you’re a travel blogger, content your audiences may like are the places visited and cover the entire journey, from planning to execution.  Here are the top five ways we feel you should master the art of creating engaging content, with added examples for a travel blogger.

  1. TEACH SKILLS – share topics about your niche, like how-tos, tutorials, tips and tricks. Examples: how to plan a trip to Peru, tricks to finding the best flight discounts, how to find hotel sponsors, etc.
  2. INTERACT FREQUENTLY – respond to as many followers as possible, including comments on posts, or even host live sessions, a popular trend. Examples: Answer questions on any videos posted, or places recently traveled or answer questions on recent trips.
  3. SHARE BTS – create frequent behind-the-scenes stories, which can be unedited and in a raw version, as no one will mind being on-the-go! Example: experience parts of the trip like viewing scenery while on a bus to another city
  4. GET FEEDBACK – run fun polls and questions to know about your audience. Example: where should they next travel, their preferred content type to their favorite country
  5. INCENTIVIZE ACTION – offer giveaways and lucky draws. Example: tag and then invite three friends to follow their page for a chance to win a giveaway, which could include food coupons, or a sponsored gift like a passport cover set by a leather company.

Engage with Walee!

High engagement rates will help influencers get selected by brands as social advocates for their niches. If you’re an influencer, or a business looking for influencers for your next marketing campaign, you’re in the right place. 

Download and sign up to Walee now and become a part of Pakistan’s fastest-growing influencer marketing ecosystem!

Download the app now: Google Playstore | Appstore

From Convincing To Converting: Measuring What Matters

From Convincing To Converting: Measuring What Matters 1280 720 Yusra Kaiser

I just made a new purchase – a wooden table. After setting it up, out of habit, I took a picture and posted on my Instagram with the caption, ‘unboxed and assembled’. Not so surprisingly, quite a few people ended up asking me where I purchased it from. Am I an ‘influencer’? Nah. Did I have the power to influence the people around me? Oh yeah!

Influencer marketing isn’t new

Word of mouth, has now become e-WOM (electronic word of mouth), but has been around for a long time. People have always influenced each other when it comes to buying decisions.

The underlying concept of influencer marketing, depending on someone’s credibility, remains the same. What actually changed is the medium, or channel.

What gets measured gets managed

A study from Mediakix shows that nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels!

Measuring the Return on Investment for Influencer Marketing is a challenge, but it is not impossible. Unlike other types of marketing efforts, this is not just money in, money out.

A few important things to remember before diving into influencer marketing’s ROI:

The results don’t end, even when the campaign has

Organic SEO and sites like Pinterest get businesses additional impressions, even after their influencer marketing efforts have ended.

The content can be reused

The content created by the influencers can be used and reused by the businesses, on their own social media channels.

Lower costs compared to traditional marketing

Generally, the cost associated with traditional marketing techniques are much higher than the cost associated with influencer marketing. The influencers take the responsibility of any creative costs, leading to lower overall cost, and a greater return.

A closer look at the Return on Influencer Marketing (ROI)

Simply put, return on investment, ROI, is the amount of the income that has been generated from the spending that has been done. It helps you determine whether the effort you’re putting in, the investment you’re making, is actually worth it or not.

This sounds easy to calculate but unfortunately gets a little more complicated when it comes to influencer marketing efforts. There’s no outright fixed cost, and neither is there an absolute value of benefit (like sales made) that you have, on top of it, the customer journey visibility is hard to track. However, once you’re clear about your campaign goal, you can track specific KPIs that help in calculating the ROI.

1. For Audience Building, track the subscriber or follower count

Every brand wants their presence to be seen by the maximum audience possible. It is recommended to track your subscriber count by covering how many email subscribers you have or even through simpler means like tracking your Instagram followers.

2. For Brand Awareness, track page views, impressions and mentions

A little similar to audience building, to make people more aware of your business, you need to have a greater presence around. Track page views, impressions and mentions. Using Google Analytics, you can see from where the traffic has been directed, and whether is it from your specific influencer or not. A very simple way to track your mentions, and the engagement that your brand is getting is through social listening tools. 

3. For Lead Generation, track the sign ups or email subscriptions

Of course all businesses are looking for leads, to eventually be converted to sales. This can simply be done either through utilizing CRM systems for tracking which lead landed on your website from where or making use of email marketing software.

4. For Engagement, track the engagement rate

Another great yet super simple metric to track is the engagement rate. All you need to do is keep a check on the likes, comments and shares you’re getting on your marketing efforts.  This is easy to track because of the built in analytics dashboard provided by all social media channels. When an influencer is posting about you though, the stats won’t be directly visible to you. Make sure that every time you have an agreement with them, they’re clear about sharing a detailed performance report with you.

5. For Sales, track the conversion rate, or the sales made

Ultimately, all businesses wants their leads to be converted to sales. All our marketing efforts should directly or indirectly contribute to greater sales. Sales can be tracked in Google Analytics if you’ve set up ecommerce tracking.

In short, if you’re looking for a good return on your influencer marketing efforts, you need to Track things that actually contribute to the sale, not only the final sales figures.

How can Walee help your brand

Now we’ve established that influencer marketing is a great marketing strategy, and measuring its return is actually possible, how can you gain access to all these influencers?

Walee has done all the heavy lifting for you, and has over 80,000 influencers on boarded! To help businesses track their efforts, Walee generates a unique custom tracking link for each influencer when they work on a campaign. This makes tracking influencer marketing efforts super easy, giving businesses the exact number of sales they’ve generated. In fact, the payments made to the influencers are through the same platform, making it easy to do a cost benefit analysis, using cost per click (CPC) and eventually calculate the ROI.

Pretty simple right? Send us a message on our social media channels or email us at support@walee.pk  to see how we can help you get the maximum benefit out of your influencer marketing efforts.

Share your thoughts in the comments below!

Have you followed these hilarious Instagrammers of Pakistan?

Have you followed these hilarious Instagrammers of Pakistan? 1200 628 mahrukh

Shoutouts, reviews, reactions, unboxing – these are the words we are living in today. However, be it a toddler or a senior citizen, everyone is hooked to content consumption around the globe. Initially, content creation was a source of entertainment but as the time passed, it turned into a marketing tool creating full time careers. Similarly, the Instagrammers of Pakistan are keeping up the game, creating a bigger impact in the industry.

Influencer marketing in Pakistan has been uplifted exponentially in the past few years considering it being worth $8 billion in 2019 to being a $15 billion industry by 2022, according to a report by Insider Intelligence estimation based on Mediakix data.

Seeing influencer marketing in Pakistan playing a huge role in our lives, a part of us also has developed a secret alter ego which is Pakistan’s biggest influencer that has ever existed – undoubtedly.

If you talk about MY famous influencer alter ego, I’m a very witty influencer who is a cat lady and cannot live without being sarcastic. Basically, just consider me a Ms. Chanandler Bong.

And to keep feeding my secret personality, I follow the most hilarious instagrammers of Pakistan.

Funny videos and memes are the ultimate mood lighteners of an individual. Especially in Ramzan when everyone is struggling being patient, and these influencers create content that puts a smile on your face.

Here are my favorite top 10 influencers who are ruling the influencer market in Pakistan by giving laughing fits.

Ali Gul Pir

Ali Gul Pir a.k.a Waderay Ka Beta is always the first one to hit our minds when we talk about funny Instagrammers of Pakistan.

With 150k+ followers on Instagram and a verified account, Ali Gul Pir is rocking his feed with epic lip-synching and scenes recreation of old and new internet viral videos of Pakistan. Be it Meera’s interview or Maryam Nawaz’s speech; Ali has gotten it all covered with his creative bits.

Raza Samo

Awesomo from the Khujlee Family is, hands down, one heck of an entertaining Instagrammer. Funny content, song covers, awareness content, and everything else – Raza Samo is here as your favorite complete package of content.

Raza Samo is rocking his Instagram with 402k+ followers and flaunting the blue tick. People love Samo because they can relate to him and make their bad days to awesome days with his awesomo videos.

Faiza Saleem

No one, I repeat, NO ONE is unaware of the name Faiza Saleem. She is the first female social media personality to jump into Pakistan’s standup comedy. Faiza runs the sub continent’s first ever all-women stand up troup i.e The Khawatoons. She is also very vocal about women empowerment and body positivity.

Faiza is celebrating her blue tick with 138k followers on Instagram and crazy fans of characters around the country.

Amtul Baweja

Amtul is one of the leading comedians of Pakistan and also runs a blog with her husband Fahad, called Patangeer. We all know patangeer and love how heart melting Amtul and Fahad’s travelling content is. Despite her serious role in Churails, Amtul is quite the opposite on her instagram. Her videos are relatable to literally everybody and always ends up giving us laughing bits.

Amtul has a gorgeous feed with 37k followers on Instagram 48k followers on Patangeer.

Khizar

Khizar Khan a.k.a Khizee is well known for his one liner short videos ending with his legendary bit Tou ye lo lota. Khizer gives you the most useful advice in the most epic way that you get addicted to his videos after some time.

Khizer has a massive following of 133k with one life advice to everyone – #TessionNahiLeni

Arslan Naseer

You are lying if you have never watched any review by Comics by Arslan. There was a time when we used to wait for Arslan to post his review video about the current ad, movie or anything trending. And even today, CBA reviews are always a delight to watch because he magnifies the minute details in unique but a very simple way that makes the viewers go crazy.

Arslan has a verified account with 175k followers on Instagram. In short, I’d really recommend you to binge watch CBA reviews because it never gets old.

Baji Bombastic

Our favorite baji on Instagram grabbed our attention when she told us how much she loves to suffer. Baji updates her feed with quality content of herself giving her followers some advice and answering their questions.

Baji Bombastic or Sheherzade Peerzada became an internet sensation within a few days. And as a result, she is adored by everyone and had a whopping 115k followers showing her love on instagram.

Momin Saqib

From “Maaro Mujhay Maaro” to “Halaat badal gaye, Jazbaat Badal gaye”, Momin Saqib depicts the true emotion of a patriotic Pakistani. You can relate to him so easily and that is exactly why we love his content.

So basically, Momin is an icon for Pakistani youth as he keeps motivating them and helping them out with opportunities. With 347k followers and a blue badge, Momin kills everyone with his humor and as a result, ends up giving Pakistanis a new one liner to obsess over.

Swineryy

Swineryy is, without a doubt, one of the fastest growing instagram accounts to exist. She is definitely one of the globally viral instagrammers of Pakistan. With witty bits and animojies, this anonymous karachi based account is adored by everyone around the globe. Swineryy has given us some amazing characters like a confused koala, a blue maulvi, an alien, a gossip aunty, and so many more.

Swineryy has 185k followers all around the world and still nobody knows who is this talented woman behind this account. Maybe this is the curiosity that keeps us hooked to their content and we wait impatiently for the next video to be uploaded.

Pir Ahmed

TikToker Pir Ahmed was a heartthrob on the app for having a cute smile to becoming one of the new faces of Elan. Pir started off with lip-synching videos but now his Instagram is all about desi video memes.

Above all, Pir enjoys 131k followers on his Instagram and is very consistent with his funny content on his profile.

If you haven’t followed any one of them, you should! Because it’s time to make your instagram newsfeed a lot better!

These are just some of the hilarious Instagrammers of Pakistan that I like, there are many more that you can discover yourself.

Becoming an influencer is solely dependent on how passionate you are. If you are witty and passionate enough to spare time on what you love to do, you can also become an influencer and rock influencer marketing in Pakistan just like these talented individuals have done.

Do you have more suggestions? Mention your favorite hilarious influencer in the comments below.