The 3 interactions that count for engagement on YouTube

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The interactions taken into account on YouTube can be broken down into three different types:

Likes and dislikes allow the audience to react to a video with a single click. It is still a fairly superficial indicator, but it allows a video to rise in YouTube search results. They allow you to assess whether a type of video is reaching the audience or not. Regularly monitoring the likes and dislikes is a way of checking that contact with the audience is still existing, but also of quickly getting an idea of ​​the general reaction of the audience to a content,
Comments are above likes and dislikes. The dialogue with the public is direct. They enter into the YouTube algorithm. Comments require that the user is really involved and willing to give their opinion on a video. The more comments an influencer has under their videos, the more they will respond to them and the more interactions will increase, along with the engagement rate .
Shares (sharing the video) have a much greater impact than the previous two points, as they multiply the reach of a video considerably. Sharing is the equivalent of a recommendation on the web.
The more a video combines these three elements, the more likely it is to appear on the platform and reach a wider audience. The engagement rate is an indicator of the relevance and success of a piece of content. After analysis, it is easier to better target audience expectations and effectively position yourself against the competition.

Community size and engagement rate: what is the relationship?
According to Kolsquare's analysis, KOLs (Key Opinion Leaders) are generally divided into five categories based on the size of their respective communities:

Nano influencers , who have less than 10,000 followers,
Micro influencers , who have between 10,000 and 100,000 followers,
Macro influencers , who have more than 100,000 followers,
The Fame influencers , those with more than 500,000 followers,
Mega influencers, beyond the three million followers , influencers are considered true vp facility manager email database celebrities, they are very active and followed on their social networks.


Engagement rates by type of influencer and by social network in May 2020. Kolsquare

To achieve awareness or visibility goals, brands will naturally turn to macro influencers. Although the financial investment is significant, the size of the community of these content creators allows brands to reach a large audience and increase their visibility.

According to a study conducted by Kolsquare in 2020 , the average engagement rate of a macro influencer on YouTube is 1.99% compared to 2.8-5.22% for micro and nano influencers. This is because macro influencers tend to be less close to their communities.

In contrast, nano and micro influencers have much smaller, but much more active communities. They have a strong connection with their audience. They are identified as “experts” in their industry on YouTube. The audience trusts the content creator’s judgment and considers it authentic. It is worth noting that for an effective influencer marketing strategy, the combined use of macro, micro and nano influencers can make sense to achieve several strategic goals. Macro influencers bring awareness, while nano and micro influencers bring credibility and increased engagement.