In 2024, it’s undeniable that helpful, informative content is the best way to connect with a target audience on social media and beyond. But how can you ensure your efforts are hitting the mark? Which metrics matter most and provide the most useful insights?
Tracking and analyzing your user engagement rate are highly effective ways to gauge marketing success, both on and off social media. However, not everyone knows how to calculate theirs or understands the difference between a good engagement rate and one that needs improvement.
Here, we’ll go over everything you need to know to efficiently calculate, understand, and utilize your engagement rate to improve your marketing efforts. Additionally, we’ll cover why engagement rate is so important, especially in comparison to other social media metrics.
Understanding Engagement Rate: Definition and Importance
Social media can be a tricky business to master. Consumer tastes, industry trends, and algorithms are constantly changing and evolving. Plus, there’s an entire host of different social media metrics to refer to when tracking ongoing marketing success.
Some examples are widely considered vanity metrics, as they don’t necessarily translate directly into sales. But engagement rate can provide a wealth of information, including how much your audience cares about your content.
What is engagement rate?
Engagement rate is one of several social media metrics digital marketers use to assess the effectiveness of their content. It shows how much of your audience truly engages with what you post.
Engagement rate matters because it gives you an effective idea of how well your content resonates with the audience you’ve worked hard to build. After all is said and done, it doesn’t matter how awesome your content is if no one’s interested in it.
Higher engagement rates signal quality to social media algorithms. The more engaging a piece of content is, the more people will be exposed to it, according to the algorithm. High numbers of likes, comments, and other engagement forms help signal to newcomers that you’re worth following.
Different engagement rates explained
Not all engagement rates are equal. There are many different ways to assess and calculate engagement. Here’s a brief overview of some of the most commonly tracked types:
- Engagement by reach: This is the most common type of engagement that marketers track. It sheds light on how many people (followers and non-followers) decide to interact with your content after seeing it.
- Daily engagement: This metric helps determine how many of your followers regularly engage with your content.
- Engagement by posts: This type of engagement is a solid way to assess the effectiveness of a particular post or content piece.
- Engagement by views: If you post a lot of video content on social media, this is an engagement type to closely observe.
- Engagement by impressions: Marketers most often need to assess engagement by impressions when working with paid advertising.
How to Calculate Your Engagement Rate: Formulas and Examples
Calculating engagement rates may seem intimidating at first, but it’s simpler than you think. Let’s dive into a few different methods that can help you kick your engagement marketing efforts into high gear.
Classic engagement rate calculation
If you’re looking to assess engagement on a general level, here’s a simple formula to help:
Engagement rate = Total engagement / Total follower count x 100
To clarify, total engagement is the sum of the interactions your content earns, including likes, comments, shares, etc.
For example, a piece of content with 500 likes, 50 shares, and 200 comments would have a total engagement of 750. Now let’s say that brand has 20,000 followers. According to the classic equation, you’d be looking at an engagement rate of 3.75 percent.
Alternative engagement rate calculation methods
If you want to calculate other types of engagement rates, you’ll need to adjust your formula. Here are a few key examples to keep in mind and experiment with:
User engagement minutes
If you’re looking for a solid way to assess the total amount of engagement time users give your content, try this equation:
Engagement minutes = Total page views x Average time spent on page
Engagement by post
Want to get a read on engagement from one post to another? Go with this equation:
Engagement rate by post = Total engagements on the post / Total followers x 100
Daily engagement rate
There are benefits to knowing both your general daily engagement rate as well as your average daily rate. The formula for the general rate is:
Daily engagement rate = Total engagements for the day / Total followers x 100
Meanwhile, you can calculate the average rate this way instead:
Average daily engagement rate = Total engagements for X number of days / (X days x Followers) x 100
Benchmarks and What Defines a Good Engagement Rate
Being able to calculate your engagement rate is one thing, but knowing the difference between good engagement and poor engagement that needs improvement is another.
What’s considered good can vary from one industry to another, so it’s important to understand how the standard for yours compares to the average rate. You should also know that the higher your follower count, the harder it becomes to achieve a good rate.
However, most social media experts agree that 1 to 5 percent is a solid benchmark to shoot for.
Factors that can affect engagement rate
Every following differs, so figuring out what works best for your brand when it comes to engagement may take some trial and error. However, the following factors all affect your rates to varying extents:
- Quality of your content
- What your audience is interested in, versus what you post
- Your overall follower count
- What time you post
- How often you post
- Your use of hashtags and keywords
Best Practices to Boost Your Engagement Rate
Highly engaged audiences don’t just happen. They’re the result of a well-crafted strategy. Here are some expert tips for achieving the highest possible content engagement rates.
Develop a deep understanding of your audience
One of the biggest benefits of paying attention to your engagement rate numbers is that you get an excellent read on what your unique audience wants. As Bryan Weiner, CEO of Comscore, says, “Social marketing eliminates the middlemen, providing brands the unique opportunity to have a direct relationship with their customers.” Pay attention to key digital marketing metrics, use what they uncover, and adapt accordingly.
Prioritize consistency
One of the best ways to keep an audience engaged is to make your content part of their routine. Whether you post daily or just a few times a week, stay consistent. Followers will expect and look forward to seeing your posts in their feeds.
Consider optimal posting times
Using a combination of market research, actionable metrics, and experience, figure out when your particular audience is most likely to be around. Post most of your content at those times. The earlier a post attracts engagement, the better.
Directly engage your audience
Whether you’re looking for a way to boost engagement on your next blog post or keep things going strong on Instagram or Facebook, direct engagement can work wonders. Try closing your posts with direct questions and calls to action. They’re a wonderful way to spark conversation and encourage engagement.
Use relevant hashtags
Using the right hashtags can attract twice the engagement you’d get without them. Research and track which options work best in your industry. Brainstorm brand-relevant ways to contribute to popular or trending hashtags to further expand your reach.
Be original and authentic
Modern audiences respond to honesty, originality, and authenticity in a big way, especially when it comes to the brands they follow on social media. Use humor, quirkiness, and your unique personality to help humanize your brand. Your audience will love you for it.
Keep things interesting
Be careful not to fall into a content rut. Audiences like fresh, dynamic content that brings something interesting to the table. Present your followers with a variety of different content types, and don’t be afraid to experiment with new ones. Incorporate what works into your repertoire.
Track your metrics
Never stop tracking and analyzing important metrics like engagement rate. Use the results to keep your finger on the pulse of audience tastes and switch up your content accordingly.
The right assistance can help you win the hearts of new followers while keeping your audience engaged. Adding professional content creators and copywriters to your team can help you scale content production efforts without sacrificing quality or originality.
Connect with some of the best professional content creators in the business when you sign up for your free 14-day WriterAccess trial today. You’ll love what the right level of professionalism brings to your content strategy.
