As you know, engagement rate is a digital marketing term used to measure the level of interaction on any kind of content. In simple words, it’s a percentage of your audience that somehow reacts or responds to your content with likes, comments, shares, etc.
There is a simple formula that will help you to calculate the engagement rate. Let’s take Instagram as an example.
Engagement Rate = (Likes + Comments) / Followers x 100
So, how to understand whether your engagement on Instagram is good? There are industry standards by which you can check your results:
- Less than 1% = low engagement rate
- Between 1% and 3.5% = average/good engagement rate
- Between 3.5% and 6% = high engagement rate
- Above 6% = very high engagement rate
An engagement rate on Instagram between 1% and 3% is ok. It is the average result we can see on most profiles. If your engagement rate is higher than 3%, it means that your audience is very engaged and reacts a lot to your content. If it’s below 1%, people are not very interested in what you are trying to show them.
If we talk about Facebook, the reasonable engagement rate is 1-2% because Facebook’s filtering algorithm, EdgeRank, only shows your posts to about 16% of your total followers. With that in mind, it’s not surprising to see such a low engagement rate to be considered as good.
You can easily calculate your LinkedIn account engagement rate by dividing post interactions by your total number of followers or by the number of post impressions. A good LinkedIn engagement rate is around 2%. Yes, it may be similar to Facebook, but we need to remember that we calculate by post and not by time period.
A good Twitter engagement rate is considered to be 0.02% to 0.09% for each Tweet. The average rate in 2020 was 0.045%, and the average number of tweets from a brand was 5-6 per week.
To calculate your Twitter engagement rate, you need:
- Likes + comments + retweets
- /number of followers
- /total number of tweets
There are a lot of things that influence the engagement rate on social media. For example, the exact time of posting, posting frequency, the number of followers, hashtags, content quality, and platform algorithms. So when you are deciding how to improve your engagement, make sure you consider it all. It’s an important metric to consider and should not be ignored when gaining new followers and growing your business’s social media accounts.