Aumente o ROI de sua campanha de influenciadores no Instagram

por Jules Carmaux | maio 21, 2025 | Dicas de marketing, Notícias sobre influenciadores

Conteúdo

1. Understanding Instagram Engagement Rate

2. Why Engagement Rate Matters for Influencer Campaign ROI

In today’s social media landscape, businesses must measure performance to ensure their marketing investments are truly paying off. Influencer campaign ROI (Return on Investment) is a key metric that evaluates how much value influencer collaborations on Instagram generate in comparison to the money and resources spent. Tracking this ROI is essential for understanding which strategies work—and which need refinement.

One of the most important indicators of influencer success is the Taxa de engajamento no Instagram. This metric offers insight into how audiences interact with content, revealing both reach and resonance. A high engagement rate often leads to more clicks, conversions, and ultimately, better ROI.

Want to learn more about tracking Instagram engagement? Read our complete guide to Instagram Engagement Rate Tracking.

What Is Engagement Rate on Instagram?

O engagement rate on Instagram is a performance metric that shows how actively users interact with a creator’s content. These interactions include likes, comments, shares, and saves—each one signaling relevance and potential influence.

Engagement Rate Formula

To calculate Instagram engagement rate, use the following standard formula:

Engagement Rate (%) = (Total Engagements / Total Followers) × 100

Exemplo: If an influencer gets 450 likes, 80 comments, 15 shares, and 55 saves (totaling 600 engagements) and has 12,000 followers, the engagement rate would be:

Engagement Rate = (600 / 12,000) × 100 = 5%

For even more precision, you can use Alcance instead of Followers:

Engagement Rate (Reach) = (Total Engagements / Total Reach) × 100

This is especially useful when comparing campaign performance across influencers with different audience sizes or formats like Reels and Stories.

Why Engagement Rate Matters for Influencer Campaign ROI

Engagement is a key proxy for campaign effectiveness. Unlike vanity metrics like follower count, engagement shows that audiences are paying attention and reacting to the content—this translates into trust, traffic, and purchases.

How Engagement Impacts ROI

Higher engagement = stronger conversion potential
Authentic interactions = increased brand affinity
Consistent engagement = reliable audience influence

To learn how to calculate broader ROI for influencer campaigns, including monetary returns, check out influencer marketing ROI guide.

How to Calculate Influencer Campaign ROI

While engagement rate gives qualitative insight, true ROI in influencer marketing must quantify financial returns. Use this formula:

Influencer Campaign ROI = [(Revenue from Campaign - Cost of Campaign) / Cost of Campaign] × 100

Example ROI Calculation

Let’s say:

You paid an influencer $1,000
The campaign generated $4,000 in direct sales

ROI = [(4,000 - 1,000) / 1,000] × 100 = 300%

This means you earned $3 for every $1 spent.

Combine this data with the engagement rate to assess efficiency per engagement, especially when comparing influencers.

Use tools like ClickAnalytic’s Free Instagram Engagement Rate Calculator for simplified performance analysis.

What’s a Good Engagement Rate for Influencer Campaigns?

Typical Instagram engagement rate benchmarks are:

Nano influencers (1K–10K followers): 4%–8%
Micro influencers (10K–100K): 2%–4%
Macro influencers (100K–500K): 1%–2.5%
Mega influencers (500K+): Below 1.5%

Influencers in visually engaging niches (beauty, fitness, lifestyle) tend to outperform others. B2B influencers or niche sectors may have lower engagement but higher buyer intent, which can still yield strong ROI.

Explore more on industry benchmarks in this Sked Social article.

Tools to Measure Engagement and ROI

Measuring success requires the right data. These tools help evaluate both engagement and ROI:

ClickAnalytic Influencer Platform– Find, contact and Gift Creators + Track Influencer Performance and Sales,
HubSpot ROI Calculator – Marketing ROI across multiple platforms
Sprout Social – analytics for Instagram performance

Improving Influencer Campaign ROI Through Engagement

Boosting engagement directly improves your influencer ROI. Here’s how:

Engagement-Boosting Tactics

Use Reels and Stories: These formats often drive higher interactions.
Include CTAs: Ask followers to like, comment, or visit a link.
Post at peak times: Use data to find when your audience is most active.
Leverage giveaways or UGC: Increases participation and sharing.

Long-Term Monitoring and Strategy Optimization

Regularly reviewing engagement and ROI lets you adjust campaign tactics in real time. Monitor:

Engagement over time (track seasonal or content-type trends)
Cost per engagement or acquisition
Revenue vs. spend per influencer

Track data before, during, and after campaigns for accurate comparisons.

For deeper analysis, check CMO’s guide on social media ROI.

Maximizing influencer campaign ROI starts with understanding and tracking taxas de engajamento. Engagement is not just about likes—it’s a window into how much your audience trusts, values, and responds to your brand.

When influencers drive authentic interactions, the results go beyond impressions—they translate to loyalty and revenue.

Are you optimizing your influencer campaigns effectively? Start by using an engagement calculator and compare results over time. Share your thoughts or questions in the comments—we’d love to hear how you measure influencer ROI!