Engagement rates are the currency of the social media marketing industry.<\/p>\n
Sure, followers and impressions are also important. But engagement metrics \u2014 like the number of comments, saves, and shares \u2014 give your social media performance perspective.<\/p>\n
Most social media marketing experts agree that a good engagement rate is between\u00a01% to 5% <\/strong>\u2014 but the larger your following, the harder these numbers are to achieve.<\/p>\n Keep reading to learn more about different engagement rate formulas \u2014 and use our interactive engagement rate calculator<\/strong> to find out how well your accounts are doing.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Beautiful reports. Clear data. Actionable insights to help you grow faster.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tStart free 30-day trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n Engagement rate is a social media metric that measures how much of your audience actively engages with your content. It defines the amount of interaction<\/strong> a piece of content (or a campaign, or a whole account) gets compared to reach or audience size<\/strong>.<\/p>\n Why is engagement rate important?<\/strong> When it comes to social media analytics<\/a>, follower growth matters, but it doesn\u2019t mean a lot if people don\u2019t care about the content you post. You need comments, shares, likes, and other actions that prove your content resonates with your audience<\/strong>.\u00a0<\/p>\n Higher engagement rates also help you get better visibility on social media platforms (social algorithms<\/a> surface engaging content to new audiences) and look more trustworthy to first-time profile visitors.<\/p>\n Depending on the social channels you use, you may choose to include all or some of these metrics when calculating your social media engagement rate:<\/p>\n Are you ready to calculate your engagement rate? Use the calculator below to find out your engagement rate by post<\/strong>.<\/p>\n Note:<\/strong> If you\u2019re calculating your account\u2019s total engagement, include information about all your posts (e.g. total number of posts published, total number of likes and comments, and so on). If you\u2019re calculating the engagement rate of a specific campaign, only include the details of the posts that were part of the campaign.<\/p>\n If you\u2019re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator<\/strong><\/a> that will do the math for you.<\/p>\n Or, better yet, start a free 30-day Hootsuite trial<\/a> to easily track the performance of all your social channels in one place<\/b> (so you can replicate what works and get more engagement). <\/span>Hootsuite Analytics collects your stats from <\/span>Facebook, Instagram, Twitter, LinkedIn, and TikTok.<\/span><\/p>\n With Hootsuite Analytics, you can also:<\/span><\/p>\n Start free 30-day trial<\/a><\/p>\n These are the most common formulas you\u2019ll need to calculate engagement rates on social media.<\/p>\n This formula is the most common<\/strong> way to calculate engagement with social media content. ERR measures the percentage of people who chose to interact with your content after seeing it. Use the first formula for a single post, and the second one to calculate the average rate across multiple posts.<\/p>\n To determine the average, add up the all the ERRs from the posts you want to average, and divide by number of posts:<\/p>\n In other words: Post 1 (3.4%) + Post 2 (3.5%) \/ 2 = 3.45%<\/em><\/p>\n Pros<\/strong>: Reach can be a more accurate measurement than follower count since not all your followers will see all your content. And non-followers may have been exposed to your posts through shares, hashtags, and other means.<\/p>\n Cons<\/strong>: Reach can fluctuate for a variety of reasons, making it a different variable to control. A very low reach can lead to a disproportionately high engagement rate, and vice versa, so be sure to keep this in mind.<\/p>\n Technically, this formula measures engagements by followers on a specific post. In other words, it\u2019s similar to ERR, except instead of reach it tells you the rate at which followers engage with your content. Most social media influencers calculate their average engagement rate this way.<\/p>\n To calculate the average, add up all the ER posts you want to average, and divide by number of posts:<\/p>\n Example: Post 1 (4.0%) + Post 2 (3.0%) \/ 2 = 3.5%<\/em><\/p>\n Pros<\/strong>: While ERR is a better way to gauge interactions based on how many people have seen your post, this formula replaces reach with followers, which is generally a more stable metric.\u00a0In other words, if your reach fluctuates often, use this method for a more accurate measure of post-by-post engagement. <\/p>\n Cons<\/strong>: As mentioned, while this may be a more unwavering way of tracking engagement rate on posts, it doesn\u2019t necessarily provide the full picture since it doesn\u2019t account for viral reach. And, as your follower count goes up, your rate of engagement could drop off a little.<\/p>\n Make sure to view this stat alongside follower growth analytics.<\/p>\n Pros<\/strong>: This formula can be useful if you\u2019re running paid content and need to evaluate effectiveness based on impressions.<\/p>\n Cons<\/strong>: An engagement rate equation that uses the number of impressions as the base is bound to be lower than ERR and ER post equations. Like reach, impression figures can also be inconsistent. It may be a good idea to use this method in conjunction with reach.<\/p>\n Pros<\/strong>: This formula is a good way to gauge how often your followers interact with your account on a daily basis, rather than how they interact with a specific post. As a result, it takes engagements on new and old posts into equation. This formula can also be tailored for specific use cases. For instance, if your brand only wants to measure daily comments, you can adjust \u201ctotal engagements\u201d accordingly.<\/p>\n Cons<\/strong>: There\u2019s a fair amount of room for error with this method. For instance, the formula doesn\u2019t account for the fact that the same follower may engage 10 times in a day, versus 10 followers engaging once. Daily engagements can also vary for a number of reasons, including how many posts you share. For that reason it may be worthwhile to plot daily engagement versus number of posts.<\/p>\n \t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\t\t\t\t Beautiful reports. Clear data. Actionable insights to help you grow faster.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tStart free 30-day trial<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n \t\t\t\t<\/span><\/p>\n Pros<\/strong>: If one of your video\u2019s objectives is to generate engagement, this can be a good way to track it.<\/p>\n Cons<\/strong>: View tallies often include repeat views from a single user (non-unique views). While that viewer may watch the video multiple times, they may not necessarily engage multiple times.<\/p>\n Most social media ad platforms will make this calculation (used to measure most influencer\u2019s engagement) for you, along with other object-oriented calculations, such as cost-per-click. Make sure to check which interactions count as engagements, so you can be sure you\u2019re comparing apples to apples.<\/p>\n If you\u2019re tired of calculating your engagement rate manually, or you\u2019re simply not a math person (hi!), you might want to consider using a social media management and analytics tool like Hootsuite. It allows you to analyze your social media engagement across social networks from a high level and\u00a0<\/em>get as detailed as you want with customized reports.<\/p>\n Here\u2019s an example of what looking at your engagement data in Hootsuite looks like:<\/p>\n Try for free for 30 days<\/a><\/p>\n Besides showing you your overall post engagement rate, you can also see what types of posts get the highest engagement (so you can make more of those in the future), and even how many people visited your website.<\/p>\n In Hootsuite reports, it\u2019s super easy to see how many engagements you got over a period of time, what is being counted as an engagement for each network, and compare your engagement rates to previous time periods.<\/p>\n Pro tip: <\/strong>You can schedule these reports to be created automatically and remind yourself to check in as often as you want.<\/p>\n A great bonus is that with Hootsuite, you get to see when your audience is most likely to engage with your posts<\/strong> \u2014 and schedule your content accordingly.<\/p>\n![](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2023\/01\/HS_ProductImage-Analytics-1.png?ssl=1\"\/)
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\n\t\t\t\t\t\t\t\t\t\t#1 Analytics Tool for Growth\t\t\t\t\t\t\t\t\t<\/span><\/p>\nWhat is engagement rate?<\/span><\/h2>\n
What counts as engagement on social media?<\/h3>\n
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Free engagement rate calculator<\/span><\/h2>\n
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![\"Hootsuite](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/11\/engagement-rate-25-620x339.png?resize=620%2C339&ssl=1\")
<\/a><\/figure>\n6 engagement rate formulas<\/span><\/h2>\n
1. Engagement rate by reach (ERR): most common<\/h3>\n
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2. Engagement rate by posts (ER post): best for specific posts<\/h3>\n
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3. Engagement rate by impressions (ER impressions): best for paid content<\/h3>\n
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4. Daily engagement rate (Daily ER): best for long-term analysis<\/h3>\n
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\n\t\t\t\t\t\t\t\t\t\t#1 Analytics Tool for Growth\t\t\t\t\t\t\t\t\t<\/span><\/p>\n5. Engagement rate by views (ER views): best for video<\/h3>\n
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6. Cost per engagement: best for influencer marketers<\/h3>\n
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How to calculate engagement rate automatically<\/span><\/h2>\n
![\"Engagement](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/06\/Analytics-Engagement-Overview-620x339.png?resize=620%2C339&ssl=1\")
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