It doesn’t matter what kind of business you own, if you want to see more sales you need to be regularly and consistently marketing. And not just ‘spray and pray’ kind of marketing; I mean considered, purpose-driven marketing. While the creation and publishing of marketing materials definitely make up a big part of getting your message out into the world, there is also a third component that needs to be included, yet is often overlooked by many business owners. 

That is measuring your efforts.

Learning how to read marketing analytics is key in turning your business objectives into measurable outcomes that support your bottom line. While having all of these great ideas on how to drive traffic, build brand awareness and grow your customer base is great, it’s crucial that you know how you’ll track progress, so that you can adjust your plan based on what gets the best reaction.

With all of that insight in mind, throughout this article I’m going to dive real deep with you into all things social media marketing metrics, focusing acutely on engagement rate, what it is and how you can calculate it. So, without further ado, let’s get started!

What does social media engagement rate mean?

Engagement Rate: This is the total number of engagements (comments, clicks, likes, shares, saves) as a proportion of the total number of page or post views.

Social media engagement rate is a metric that measures the level of interaction and engagement between your profile and followers on social media. It’s a way to gauge how well your profile is performing on social media and how well you’re connecting with your audience.

Essentially, your engagement rate tells you how engaged your followers are with your social content. A good engagement rate shows that you’ve got your followers’ attention and they’re interacting with your content. 

However, it’s good to note that social media engagement rates do differ per platform. We’ll go into this in more detail further down.

Why is having a good social media engagement rate important?

It goes without saying, really. A high engagement rate is an indicator of a successful social media presence. When your audience is actively engaging with your content, it means that your content is resonating with them (ie: it’s as if you’re directly speaking to them #winning!). 

I always say, when posting organic marketing content (ie: content without financial backing), your ultimate goal is to get traffic to your website. This is one such benefit that can come with a high social media engagement rate; it often leads to conversion, as it suggests that your audience is interested in what you have to offer.

Other benefits that come with a good social media engagement rate include increased brand visibility, improved brand reputation and better customer relationships.

What not to love?!

How to calculate engagement rate?

Thankfully, measuring your engagement rate on social media is fairly simple, in fact, many social media scheduling tools include engagement rate in their reporting! However, if you want to calculate your engagement rate yourself, you can do so by following the below formula:

For example, if you have 1000 followers and your post received 100 likes, 25 comments and 10 shares, your engagement rate would be calculated as follows:

(100 + 25 + 10) / 1000 = 0.135 x 100 = 13.5%

To get this figure, you simply divide the total number of engagements (likes/comments/shares/clicks/saves) by the total number of followers, and then multiply it by 100 to get a percentage.

What is a good social media engagement rate?

There is no one answer to this question, as the definition of a “good” engagement rate varies depending on the industry, audience, and platform. However, most social media marketing experts agree that a good engagement rate is between 1% to 5%.

Where to from here?

Your social media engagement rate is an important metric for measuring the success of your social media presence. It provides insight into how well your brand is connecting with your audience and can help you to identify areas for improvement. 

By regularly monitoring your engagement rate and making adjustments to your content and strategy as needed, you can improve your social media performance and better connect with your audience.


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