The bigger your social media audience the better…right? Not necessarily—at least when it comes to Instagram engagement.
Mavrck’s 2018 Instagram Influencer-Generated Content Benchmark Report came up with some interesting findings that shows the correlation between audience size and engagement. More specifically, the average influencer-generated content (IGC) engagement rate declines as the audience size increases.
Now let me discuss the details of this report and explain why this data should be ofs interest to your law firm.
The Key Stats
Here’s how the average IGC engagement rate break down by follower count:
- 100,000 to 500,000 followers – 2.21 percent engagement rate
- 50,000 to 100,000 followers – 2.33 percent
- 10,000 to 50,000 followers – 3.07 percent
- 5,000 to 10,000 followers – 4 percent
- 1,000 to 5,000 followers – 6.84 percent
One quick look at these numbers and it’s immediately evident that the more followers you have, the less engagement your posts will receive. There’s over a 4 percent difference in engagement from an influencer with 100,000 to 500,000 followers and one with only 1,000 to 5,000 followers.
Why is This of Interest?
When many people approach Instagram (or any social network for that matter), they’re often fixated on one thing—growth. And it’s easy to see why.
Growth shows that your law firm is gaining more exposure, becoming more popular, etc. But you could argue that audience size is a vanity metric, which means it looks great on paper but doesn’t necessarily translate into more conversions and a higher ROI. At the end of the day, it doesn’t matter if you have hundreds of thousands or even millions of followers if it’s not actually helping you build your business.
And Mavrck’s research clearly shows that having a large audience lowers your engagement rate. It’s really that simple.
However, having a smaller audience—especially of 5,000 followers or less—tends to boost engagement.
Engagement is What You’re Really Going For
When it comes to Instagram, what you really want is engagement. In fact, some experts like Liquified Creative even go so far as to say that engagement is one of the most important metrics of all when it comes to social media.
This means that people are liking and commenting on your content, which means that they’re truly absorbing it rather than simply scrolling past it in their feeds. In turn, they’re more likely to recognize your law firm as being credible and authoritative and click through to your website to learn more about your law firm.
And isn’t that what you really want?
Now I’m not saying that you want to go out of your way to have a tiny following on Instagram or any other social network. Of course you want followers. But you shouldn’t get so obsessed with the size of your following to the point that you forget about what’s most important—having an audience that’s engaged.
The bottom line is that it’s often better to have a smaller yet highly engaged audience than a massive one that doesn’t really care about the content your law firm is posting. And while growing your following should still be a priority, it shouldn’t come at the cost of reduced Instagram engagement.
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