{
  "schema_version": "1.1",
  "id": "instagram-brand-accounts-0-5-percent-engagement-rate",
  "slug": "instagram-brand-accounts-0-5-percent-engagement-rate",
  "url": "https://groundedkit.com/claims/instagram-brand-accounts-0-5-percent-engagement-rate/",
  "api_url": "https://groundedkit.com/api/claims/instagram-brand-accounts-0-5-percent-engagement-rate.json",
  "claim": "Instagram brand accounts average a 0.5% engagement rate, about three times lower than influencers",
  "commonly_cited_as": "\"Influencers get 3x the engagement of brands\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "medium",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "HypeAuditor",
    "title": "State of Influencer Marketing 2025 (report PDF)",
    "year": "2025"
  },
  "quote": "The Average Engagement Rate (ER) for Instagram brand accounts stands at 0.5%, a figure three times lower than the average ER seen among influencers.",
  "method": "HypeAuditor analysis of Instagram creator accounts in its database. ER = (likes + comments) / followers x 100. Tiers: nano 1K–10K, micro 10K–50K, mid-tier 50K–500K, macro 500K–1M, mega 1M+.",
  "drift": [
    "Follower-based ER, which favors small accounts"
  ],
  "interest": "HypeAuditor sells influencer analytics and discovery software.",
  "safe_rephrasing": "HypeAuditor reports that Instagram brand accounts average about a 0.5% engagement rate, roughly a third of the average influencer's.",
  "sources": [
    {
      "title": "HypeAuditor — State of Influencer Marketing 2025 (PDF)",
      "url": "https://hypeauditor.com/uploaded-files/state2025-web.pdf",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2024 data",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}