Engagement rate in influencer marketing campaigns is a key indicator of success as it points to how effective an influencer is in interacting and connecting with their audience. It reflects the level of interaction content is receiving from followers. A rule of thumb in the industry is that an average engagement rate between 1-3% is generally considered good. However, it would be wise to note that engagement rates can significantly vary depending on factors like the social media platform being used, the influencer’s follower count, content type, and the industry in question.

For example, Instagram engagement rates may differ compared to those on YouTube or Facebook. It is commonly observed that as follower count increases, engagement rates often tend to decrease, making micro-influencers with smaller, but highly-engaged audiences an attractive option for marketers.

Furthermore, some industries like fashion, beauty, or food might have naturally higher engagement rates owing to their visually appealing content which motivates likes or shares. To understand what success looks like for your brand specifically, it is beneficial to benchmark against engagement rates within your particular industry.

Influencer marketing platforms like Flinque can enlighten your campaign planning process by providing detailed analytics and insights into potential influencers’ engagement rates. There are several other influencer marketing platforms available too, each with its own analytical capabilities and specialties. However, the selection should ideally align with your specific needs and objectives.

In conclusion, while engagement rates provide a valuable perspective, the ultimate measure of success for influencer marketing campaigns should be whether the influencer has successfully helped achieve your campaign’s defined objectives. This may be increasing brand awareness, lead generation, or direct sales, among others.