Belgium: Instagram engagement, by influencer size

Instagram users from Belgium were more invested in influencer content than users from many other countries in the world in 2020. Especially Belgian influencers with a more niche audience, which the source defined as Micro and Mid-tier influencers with followers between 5,000 and 100,000, had a relatively high chance of getting likes or comments on their Instagram posts. Their engagement rate that was twice as high as the global average. Overall, however, as Instagram following grew, so decreased the engagement. Belgium's most popular influencers on the photo-sharing app were either active in music (such as rapper Roméo Elvis and DJ Amelie Lens) or in fashion, like Matthias Geerts and Chloé Kitembo.

Average Instagram influencer engagement rate in Belgium in 2020, by influencer size

Influencer size in followers	Belgium	Worldwide
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Release date

March 2020

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Region

Belgium

Survey time period

February 2020

Supplementary notes

Data gathered from sources including market research agencies, internet, social media companies, news media, and HypeAuditor's internal analysis.

Engagement rate calculated as: Likes + comments / number of followers x 100

The source adds the following information:

Mega-influencers & Celebrities (over 1M followers) 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) 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) 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) are regular consumers who are passionate and willing to share, but have little influence.

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