Finland: Instagram engagement rate 2020

The Instagram engagement rate in Finland was relatively high as of February 2020. It can be seen that the bigger the influencer was, the lower was the engagement rate by the audience. Nano-influencers (with one to five thousand followers) generated nearly eight percent engagement rate.

Instagram engagement rate in Finland as of February, 2020, by number of followers

Characteristic	Audience engagement rate
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Release date

March 2020

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Region

Finland

Survey time period

February 2020

Supplementary notes

Engagement rate is the percent of the audience who like or comment on the posts (engage with the content) and is calculated the following way: the number of likes added to the number of comments, divided by the number of followers and altogether multiplied by 100.

The source adds the following information:
Mega-influencers & Celebrities (over 1M followers)
they 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)
they 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)
they 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)
They are regular consumers who are passionate and willing to share, but have little influence.

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