- 1. Definition of Like Follower Ratio (LFR)
- 2. How to calculate the Like Follower Ratio
- 3. Like Follower Ratio in influencer marketing
- 4. How to use Like Follower Ratio to analyze an influencer profile
Table of contents
Definition of Like Follower Ratio (LFR)
The Like Follower Ratio is one of the most important metrics to measure the success of an influencer marketing campaign as well as to identify how good the engagement of followers towards an account actually is. This metric is based on the number of likes on average in relation to the number of followers.
Example of Like Follower Ratio © InfluencerDB premium software
How to calculate the Like Follower Ratio
Compared to other metrics, the Like Follower Ratio is pretty straightforward. In general, the calculation for the Like Follower Ratio is based on the average of likes within a certain time span to get an overall understanding of the engagement between an influencer with his or her followers. The formula is:
No. of likes / No. of followers (%)
The LFR of an influencer who has ~29,000 likes and ~980,000 followers
Keep in mind that all likes are taken into account for the calculation of each LFR, both the likes of followers as well as the likes of non-followers. Due to the manifold factors that impact the Like Follower Ratio of an influencer, there is no standardized benchmark for the LFR. The LFR is highly dependent on the size of a channel – micro-influencers often show a higher engagement than celebrity-influencers. Furthermore, the LFR differs across social media platforms like Facebook, Twitter, and Instagram: In general, Instagram shows a 10 times higher engagement than Facebook and about 3.5 billion likes are counted on the platform every day.
Like Follower Ratio in influencer marketing
Although no clear benchmarks can be defined regarding the Like Follower Ratio, a look at the metric can help brands and companies to evaluate if an influencer is able to generate awareness of a brand or a product. Each like guarantees that the user has perceived the displayed product or brand. In this regard, the LFR is a more valuable metric than the follower number and follower growth of an influencer, since a great number of followers does not always come with a high engagement and is not necessarily an indicator of a high-quality audience. Nowadays, the value of good engagement is already threatened by fraudulent tactics of fake influencer such as like-abuse and the use of like-tools or purchasing fake engagements. Therefore, understanding the influencer marketing metrics is important to identify an honest, authentic and high-quality influencer.
In most cases, an erratic Like Follower Ratio (LFR) within a larger time period is normal. Furthermore, it is generally declining with an increasing follower growth. The quality of the audience correlates with the number of followers and that is reflected by the LFR, and LFR describes the likes in relation to the followers.
For instance, 200 likes in relation to 2,000 followers equal a good 10% of followers who are engaging with a posting, while 2,000 likes (a by far greater number of likes) just equals 2% if the account has 100,000 followers in total. The more followers an account has, the harder it is to keep up a good LFR because of the chances that all of the followers will engage with the postings decreases. Because of the fact that people miss up to 70% of the content in their Instagram feed on average, the audience is qualitatively higher if following fewer accounts since it is being exposed to a smaller amount of content.
How to use Like Follower Ratio to analyze an influencer profile
Keep in mind that the Like Follower Ratio can be altered artificially. Just like followers, likes can be purchased easily. Thus, while analyzing any influencer's profile, it's necessary for marketers to combine the LFR with other influencer marketing metrics before making any collaboration decision. Nonetheless, the LFR is a good indicator to give you a feeling if there is a general interest in the influencer. An LFR of 0.5% should sound the alarm, as there is obviously no interest in the channel and the impact of the influencer will be rather low.
Note that the LFR strongly depends on the target group. YouTuber, for example, reaches younger users which usually give likes more willingly than older, more passive users. This does not automatically mean that we should forget about the passive groups. Those "internet ninjas" will also consume content but are more selective with their likes. Nonetheless, the recommendations of influencers are relevant to their followers and if the nurturing process goes on, it will eventually convince the targeted audience to take action.