What is Engagement Rate?

Andrew Strassmore
Andrew Strassmore
01.12.2022
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Updated: 05.12.2022

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Elementary

Analytics

Basics

Metrics

Engagement rate (ER) is a metric used in marketing and social media analysis to measure the level of interaction that content receives from its intended audience. Engagement rate is typically expressed as a percentage of total interactions divided by total views or impressions.

Importance of Engagement Rate

Having an understanding of your engagement rate is essential for gauging the effectiveness of your marketing efforts. For example, if you create content that consistently performs poorly in terms of ER, then this could be indicative of a lack of interest in what you’re producing and may signal the need to revise your strategy. Similarly, if you’re producing content that has a high engagement rate, then this could be an indication of success and may signal that your content is resonating with your audience.

Calculating Engagement Rate

Engagement rate can be calculated by taking the total number of interactions (such as likes, comments, shares) divided by the total number of impressions (or views). This can be expressed as a percentage or fraction.

How To Calculate Engagement Rate?

For social media platforms such as Instagram, which use ‘likes’ as its primary form of interaction, it is common to only include ‘likes’ when calculating ER.

What Is a Good Engagement Rate Value?

There isn’t a set value for what constitutes ‘good’ engagement rate. An ER of 0.1% is considered low and typically reflects a lack of interest or relevance to the content being produced, whereas an ER of 5-10% is generally regarded as good. However, this will depend on the context and specific industry you are operating in – for example, social media influencers may have an average engagement rate of 10-15%, while for the websites and applications good engagement rate is can be up to 60% and even more.

The key takeaway here is that it’s important to understand your own target market and the type of content they respond to in order to determine what constitutes a ‘good’ engagement rate value for your particular audience.

Tips To Improve Engagement Rate

1. Create Quality Content: Creating quality content that resonates with your audience will help to increase engagement rates. Focus on creating compelling visuals, informative copy, and stories that captivate your followers’ attention.

2. Use Hashtags: Hashtags are great for increasing visibility and helping to reach new audiences. Ensure you use relevant hashtags that match the theme of your content in order to maximize reach and engagement potential.

3. Respond To Comments: Showing your followers that you care about their thoughts and opinions can help to encourage engagement. Responding to comments shows your followers that you’re not just a faceless account, but an active participant in the conversation.

4. Ask Questions: Asking questions can help to increase engagement rates as it encourages conversations between you and your audience. This is especially effective if the questions are related to the content that you’ve posted.

5. Engage With Others: Engaging with other accounts in your niche can help to increase engagement as it gives you access to their followers. It also allows you to create relationships and collaborations that can benefit both parties.

6. Take Advantage Of Trends: Taking advantage of trends is a great way to generate interest in your content and increase engagement rates. This can be done by using popular hashtags related to the trend, creating content that ties-in with the trend, or even partnering up with influencers who are actively participating in the trend.

7. Post Consistently: Posting consistently will ensure that your followers know when to expect new content from you and will help keep them engaged over time. Try posting at least once a day if possible, and always make sure to post at times when your audience is most active.

How To Improve Engagement Rate?

By following these tips, you should be able to increase engagement rates for your content and maximize the effectiveness of your marketing efforts. Remember that engagement rate is just one metric of many, so try to track other metrics such as reach, impressions, clicks and conversions in order to get a better understanding of how successful your campaigns are.

Andrew Strassmore

Chief Marketing Officer

Visits: 93

Marketing addicted and blockchain inspired. Writing about marketing and cryptocurrency since 2017.

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