Engagement rates are the bread-and-butter of social media marketing.
Sure, metrics like impressions, likes, and followers are easy to report on and bring marketers a sense of accomplishment. But engagement metrics like comments, mentions, and shares are what actually tells you whether your social media marketing efforts are paying off or not.
The strange thing is that, despite how important engagement rate is, there’s no standard formula to calculate it.
In this article, we’ll cover what engagement rate actually is and why you should track it, and provide you with 6 foolproof formulas to calculate it properly.
What is engagement rate?
Engagement rate is a metric that tracks the amount of interaction your social media content earns per follower.
On social media, the term “engagement” usually refers to active interactions, rather than passive ones like views and impressions. Engagement can come in the form of likes, shares and comments, DMs, mentions, saves, click-throughs, etc. depending on the social platform you use.
Engagement rate is used to analyze the efficacy and effectiveness of brand campaigns. This is because users who interact with images, blogs, and videos are more likely to convert than people who just scroll past your content.
There are many ways to calculate engagement rate, and different formulas may be better suited for your social media objectives.
Why should you track engagement rate?
Many brands consider an increase in social media followers as growth. While this is true, an increase in followers will not do much for your business if said followers don’t interact or enjoy the content you post. You need likes, comments, shares, and other actions that show that your content resonates with your audience.
That’s why you should track engagement rate. Your engagement rate shows you if your audience finds your content engaging, relevant, and helpful. If your followers are willing to take time to comment and share your post, it means that they’re happy with your content and are likely to buy your product one day.
Some common engagement metrics
In the previous sections, we hinted at actions that count as engagement. But below’s an extensive list of these actions that show you that your followers are interacting with your content. You can include some or all of these interactions in your equations.
- Direct Messages (DMs)
- Post saves
- Mentions (tagged and untagged)
- Profile visits
- Link clicks
- Quote tweets
- Texts (WhatsApp or SMS)
- Use of branded hashtags
- Get Directions (only for Instagram accounts)
- Sticker Taps (Instagram Stories)
Six formulas to calculate engagement rate
Here are the most common formulas you need to know to calculate your social media engagement rates.
Engagement rate by reach (ERR)
Engagement rate by reach (ERR) is the most common formula for calculating engagement rate. It measures the percentage of users who interacted with your content after viewing…
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