What is Engagement Rate?
Engagement rate is a fundamental metric used in social media marketing to measure the performance of a piece of content on a social media platform, such as Instagram & Facebook. Engagement rates are often used by social media marketers to define the success of a campaign, as well as social media influencers as evidence of their engaged audience. Engagement rate is calculated by the engagement (interactions) on a piece of content divided by the number of users following the account.
How to calculate the Engagement Rate?
The engagement rate is calculated using the total figure of interactions on a post, divided by the number of followers of the account. Interactions will of course vary depending on the platform, for example on Instagram this will include: likes, comments and saves. On Facebook, this will include likes, comments and shares. On Twitter, this will include retweets, likes and replies. On Snapchat, this will include views, screenshots and replies. The engagement rate is delivered as a percentage, however, can change as time progresses. Below is an example of the formula used to calculate the engagement rate. Of course, the interaction metrics will change depending on the platform.
Why is Engagement Rate important?
In social media, Engagement Rate is often deemed as one of the most important metrics when reporting on social media analytics. Engagement rate defines a numerical value that can be used to measure the success of failure of a piece of content on social media. It also provides an indication of how engaged users followers are with them on social media. For example, you may come across an account with thousands of followers, however, their engagement rate is very low, this indicates a lack of affinity and connection between the followers and the user. Brands will particularly use engagement rate to determine which influencers they partner with on campaigns. Users with high engagement rates are more likely to be effective in the campaign and offer more value to the brand.
To find out how you can really boost your engagement rate on social, check out our articles below: