What is engagement rate?
Engagement rate is a key metric in social media marketing that measures the level of interaction your content receives from your audience. It’s calculated as the total number of likes, comments, shares, and other interactions divided by the total number of impressions, then multiplied by 100 to get a percentage.
This rate shows how much your audience is engaging with your posts relative to your impression count. The higher the engagement rate, the more your followers like your social media posts.
How do I calculate engagement rate?
To calculate engagement rate, use this simple formula:
Engagement Rate = (Total Engagements / Total Impressions) × 100
For example, if a post receives 50 likes, 20 comments, and 10 shares, and your content received 1,000 impressions, your engagement rate would be:
(80 / 1,000) × 100 = 8%
This calculation helps you understand how well your content resonates with the people who saw your content.
What is a good engagement rate?
A good engagement rate can vary depending on social media channel, how often you post, and how many followers you have. Generally, an engagement rate above 1% is considered good, indicating that your audience finds your content appealing and worth interacting with.
According to SocialInsider’s 2024 Social Media Benchmarks report:
- On Facebook, the average engagement rate hovers around 0.15%.
- On TikTok, the average engagement rate stands at an average of 2.65%
- Instagram’s engagement has remained flat over the last year, scoring an average of 0.70%.
