Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
HypeAuditor reports that Instagram brand accounts average about a 0.5% engagement rate, roughly a third of the average influencer's.
What the source says
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.
HypeAuditor — State of Influencer Marketing 2025 (report PDF)
- Commonly cited as
- "Influencers get 3x the engagement of brands"
- True origin
- HypeAuditor — State of Influencer Marketing 2025 (report PDF)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2025
- Data as of
- 2024 data
- Last checked
- Method & sample
- 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 between quote and source
- Follower-based ER, which favors small accounts
- Interest
- HypeAuditor sells influencer analytics and discovery software.