Engagement Rate

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Engagement Rate

What is Engagement Rate?

In the digital world, engagement rate is a metric used to measure the level of engagement generated from created content or a brand campaign. It refers to the level of interaction that the social media population has had with your content. The engagement rate is generally calculated against the reach, followers, or audience size that your brand has versus the interactions your content has received.

These interactions can include reactions, likes, comments, shares, saves, direct messages, and mentions on Social Media. The engagement rate of a website is measured in actual clicks, time spent on the page, and downloads. There are several methods for calculating engagement rates, and different calculations may be more appropriate for your social media goals. The aim of calculating engagement rates is to track how active your social media audience is and how they involve and engage with your content.

Engagement can be found almost anywhere on the internet, and the more is always the merrier. People who engage in a lot of interaction are more likely to be interested in your brand offering, which means more clicks on calls-to-action (CTAs) and a faster journey down the conversion funnel. People who spend time watching videos, reading updates, and reading blogs are more likely to become paying customers. Subset measurements of engagement rates, such as "sharing metrics," highlight the impact of your word-of-mouth marketing.

What is the formula for Engagement Rate?

Engagement Rate Formula


Total Engagement is the number of interactions (which is measured differently depending on the platform), and Total Followers are the total number of people who follow the account/page/etc.

The calculation of Total Engagement is based on the metrics that we take into account, as they differ from platform to platform. 

How to calculate the Engagement Rate?

To calculate the Engagement Rate, you need to divide the total number of engagements by the total number of followers and multiply the outcome by 100. 

For Example, 

If your account/page has a follower base of 360K;

And the average number of engagements (considered “likes” as the metric) received is 13k. 

Engagement Rate = Total Engagement / Total Followers    x  100

= 13,000/3,60,000  x  100

= 0.03611  x  100

= 36.11

So, the Engagement Rate would be 36.11%

To calculate Total Engagement on Facebook, we can consider metrics like the total amount of shares, likes, reactions, and comments. For Instagram, Total Engagement can be calculated based on likes, comments, shares, and saves. 

It's important to remember that the "total engagement" metric's makeup can be changed in any way by the user. The user may, for example, want total engagement on Facebook to only include the total number of likes. Such changes are valid if the user applies the same method for calculating total engagement to all of their calculations.

Why do you need to track Engagement Rates (ER)?

Social media is all about reach and impression, and how many people you reach out to and get seen. People consume your content and get to know your brand offering and values. The more they relate to your content or find value in what you post on social media, the more likely they will do business with your brand. Thereby, your communication on social media platforms can make or break your brand image.

Engagement shows or reflects the interest and keenness of your digital audience and it also shows how they react to something you post online. When someone signs up for your service or follows your page, they do so with the expectation of receiving something in return.

So, why should you track and improve your rate of engagement? After all, you can determine the success of a marketing campaign by looking at the sign-up rate, login frequency, website visits, or other actions that lead them to the cart. More information can be gleaned from your engagement rate. ER shows how well your content meets user expectations, as well as whether you can maintain their interest over time.

Engagement rates are essential for customer retention. You may even discover that certain market segments in your target audience engage more (or less) frequently than others. And accordingly, you can tweak your communication to get more conversions or meet the desired goal.  Monitoring engagement rates allows you to assess customer satisfaction and spot potential churn. It can provide information about a piece of content's quality or the user experience. A low engagement rate could indicate a disconnect between what users expect and what you provide.

What is a good engagement rate?

Because different business types and industries define engagement differently, they measure it differently. As a result, you can't just compare numbers because the average is influenced by a variety of factors. The majority of social media marketing experts agree that a good engagement rate is between 1% and 5%.

It becomes difficult to achieve a 1% and 5% engagement rate when you have more followers. But, what you can do instead is benchmark your website against businesses that operate similar apps, websites, or platforms to determine what constitutes a good engagement rate for you. In addition, you must compare stages in the life cycle that are equivalent. Take a look at some of the current key injury engagement metrics. Keep in mind that these are average rates across the board. Check the average for your industry or category to get a more accurate picture.

Which metrics count as Engagement on Social Media?

Engagement Rate Metrics

What are different Engagement Rate calculation methods?

Engagement Rate Calculation

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