Average Instagram engagement rate in Belgium 2020, by influencer size

Average Instagram influencer engagement rate in Belgium in 2020, by influencer size

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Release date

March 2020



Survey time period

February 2020

Supplementary notes

Data gathered from sources including market research agencies, internet, social media companies, news media, and HypeAuditor's internal analysis.

Engagement rate calculated as: Likes + comments / number of followers x 100

The source adds the following information:

  • Mega-influencers & Celebrities (over 1M followers) often have a very mixed audience with various topics of interest. Their relationships with them are more distant compared to other groups of influencers. They have the biggest reach but the lowest trust.
  • Macro-influencers (100K – 1M followers) are famous in a local community, you can think of them as a “mini-celebrity.” Their content is usually high-quality and is comprised of a certain passion or topic.
  • Micro (5K-20K followers) and Mid-tier influencers (20K-100K followers) have more niche audience that is highly engaged with the deeper connection. Micro-influencers present in almost any sector: health and fitness, food, entrepreneurship, fashion, and beauty to name just a few prominent categories.
  • Nano-influencers (1K-5K followers) are regular consumers who are passionate and willing to share, but have little influence.

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