Influencer marketing platforms have varying methods to calculate engagement rate, ranging from simple to complex equations. However, a common formula used by many platforms, including Flinque, is calculated by dividing the total engagement (likes, comments, shares) by the total followers, and multiplying by 100 to get a percentage.

For example:

Engagement Rate = (Total Engagement / Total Followers) * 100%

That said, not all platforms might include the same engagement metrics. While most count likes, comments, and shares, some might also take into account saved posts or story reactions on Instagram.

Furthermore, some platforms might weigh certain types of engagement more than others, believing that a comment, for instance, indicates stronger engagement than a like.

Brands should trust these calculations as a starting point, but they should also consider the quality of engagement. For instance, comments could be just emojis, or worse, spam. Quality engagement means genuine conversations and relationships that could lead to conversions, which is the ultimate goal for most brands.

Platforms like Flinque allow you to evaluate your influencers not just by their engagement rates but also by other factors such as their content, authenticity, audience interests, and potential brand-fit. With Flinque’s audience analytics, brands can see beyond just numbers and truly understand who they’re reaching through their influencers.

Moreover, platforms calculate engagement rate differently depending on the specific social media platform. For instance, due to the nature of interactions on YouTube, views might hold more weight than likes or comments.

In conclusion, the trustworthiness of engagement rate calculation lies in an in-depth understanding of what each platform includes in its engagement metrics, and how it aligns with your brand’s specific goals.