Engagement rate is a metric that measures the quantity of interplay social content earns relative to success in or different viewers figures.
What’s the engagement rate?
Engagement rate is a formula that measures the quantity of interplay social content earns relative to success in or different viewers figures. This will embody reactions, likes, comments, shares, saves, direct messages, mentions, click-throughs, and more (relying on the social network).
“Engagement” on social media usually refers to actions that are more active than passive (such as views or impressions).
There are a number of methods to measure engagement rate, and different calculations might better fit your social media aims.
Why should you track engagement rate?
Relating to social media analytics, follower growth is vital, nevertheless, it doesn’t mean a lot in case your viewers don’t care concerning the content you post. You want comments, shares, likes, and different actions that show your content is resonating with the individuals who see it.
Your engagement rate does just that — exhibits how a lot of your content is resonating with your viewers. It additionally exhibits that your relationship with your followers is strong and healthy. If they’re willing to take the time to comment in your post, they’re paying consideration and likely willing to show into a buyer one day.
Common engagement metrics
Now for the age-old query: what counts as engagement? We’ve already hinted at it above, however, right here’s a more extensive list of interactions in your social media posts that might count as engagement. You could select to include all or some of these engagement metrics in your equations.
- direct messages
- mentions (tagged or untagged)
- profile visits
- quote tweets
- link clicks
- sticker taps (Stories)
- Get Directions (Instagram only)
- use of branded hashtags
6 engagement rate calculation strategies
These are the commonest formulas you’ll have to calculate engagement rates on social media.
Complete engagements typically represent a tally of likes, favorites, reactions, comments, shares, views, retweets, and generally embody clicks, relying on which platform you’re utilizing.
1. Engagement rate by reach (ERR)
This formula is the commonest method to calculate engagement with content.
ERR measures the proportion of people who selected to interact with your content after seeing it.
Use the primary formula for a single post, and the second to calculate the average rate throughout a number of posts.
- ERR = total engagements per post / reach per post * 100
To find out the average, add up all of the ERRs from the posts you need to average and divide by the variety of posts:
- Average ERR = Total ERR / Total posts
In other phrases: Post 1 (3.4%) + Post 2 (3.5%) / 2 = 3.45%
Pros: Attain could be a more accurate measurement than follower count since not all of your followers will see all your content. And non-followers might have been exposed to your posts via shares, hashtags, and other means.
Cons: Attain can fluctuate for a variety of reasons, making it a different variable to control. A very low attain can lead to a disproportionately excessive engagement rate, and vice versa, so make sure to keep this in mind.
2. Engagement rate by posts (ER post)
Technically, this formula measures engagements by followers on a particular post. In other phrases, it’s just like ERR, besides instead of reach it tells you the rate at which followers engage with your content.
Most social media influencers calculate their average engagement rate in this manner.
- ER post = Total engagements on a post / Total followers *100
To calculate the average, add up all of the ER posts you need to average and divide by the variety of posts:
- Average ER by post = Total ER by post / Total posts
Instance: Post 1 (4.0%) + Post 2 (3.0%) / 2 = 3.5%
Pros: Whereas ERR is a better method to gauge interactions based on how many individuals have seen your post, this formula replaces attain with followers, which is generally a more stable metric.
In other phrases, in case your reach fluctuates typically, use this technique for a more accurate measure of post-by-post engagement.
Cons: As mentioned, whereas this can be a more unwavering method to track engagements on posts, it doesn’t essentially present the full image because it doesn’t account for viral reach. And, as your follower count goes up, your rate of engagement may drop off slightly.
Make sure that to view this stat alongside follower growth analytics.
3. Engagement rate by impressions (ER impressions)
One other base viewers metric you can select to measure engagements by is impressions. Whereas reach measures how many individuals see your content, impressions observe how typically that content appears on a screen.
- ER impressions = Total engagements on a post / Total impressions *100
- Average ER impressions = Total ER impressions / Total posts
Pros: This formula may be helpful in case you’re running paid content and want to evaluate the effectiveness primarily based on impressions.
Cons: An engagement rate calculated with impressions as the base is sure to be lower than ERR and ER post equations. Like reach, impression figures may also be inconsistent. It might be a good suggestion to make use of this technique along with reach.