Engagement rate on social networks, what is it and how is it calculated?

In the fast-paced world of social media , measuring the success of our strategies is essential to understand what works and what doesn't. A key metric that has gained relevance is the engagement rate .

This indicator not only measures the popularity of a post , but also the level of interaction and connection it has with the audience.

According to a study by Sprout Social , posts with high levels of engagement can generate up to 25% more conversions than those with low interaction.

What is the engagement rate on social media and what is it used for?

The engagement rate is a metric that evaluates the level of interaction of followers with the content published on social networks.

This interaction can manifest itself in the form of likes, comments, shares, saves, among others.

The engagement rate is essential because:

• Measures content effectiveness : Indicates how well the content is resonating with the audience .
• Guide future strategies : Helps identify which types of posts generate the most interaction.
• Increase visibility : Posts with high engagement are more visible in social media algorithms .

How is engagement rate calculated on social media?

The calculation of the engagement rate can vary depending on the platform and the specific objectives of the strategy. However, the most commonly used formula is:

$\text{<span class="katex" data-mce-fragment="1"><span class="katex-mathml" data-mce-fragment="1">Engagement Rate</span></span>}<span\; class="katex"\; data-mce-fragment="1"><span\; class="katex-mathml"\; data-mce-fragment="1">=</span></span><span\; class="katex"\; data-mce-fragment="1"><span\; class="katex-mathml"\; data-mce-fragment="1">(</span></span>\frac{\text{<span class="katex" data-mce-fragment="1"><span class="katex-mathml" data-mce-fragment="1">Total Interactions</span></span>}}{\text{<span class="katex" data-mce-fragment="1"><span class="katex-mathml" data-mce-fragment="1">Total Reach or Followers</span></span>}}<span\; class="katex"\; data-mce-fragment="1"><span\; class="katex-mathml"\; data-mce-fragment="1">)</span></span><span\; class="katex"\; data-mce-fragment="1"><span\; class="katex-mathml"\; data-mce-fragment="1">\times </span></span>\mathrm{<span\; class="katex"\; data-mce-fragment="1"><span\; class="katex-mathml"\; data-mce-fragment="1">100</span></span>}$\text{Engagement Rate} = \left( \frac{\text{Total Interactions}} {\text{Total Reach or Followers}} \right) \times 100 Engagement Rate = ( Total Reach or Followers / Total Interactions ) × 100

Steps to calculate the engagement rate:

1. Determine the time period : Define whether you are going to calculate the engagement rate by day, week, month, etc.
2. Collect interactions : Add up all the interactions (likes, comments, shares, etc.) obtained during the defined period.
3. Get reach or number of followers : Depending on what you want to measure, use total reach (number of people who saw the post) or total number of followers.
4. Apply the formula : Substitute the values ​​in the formula to obtain the engagement percentage.

For example, if in one week a post received 200 likes, 50 comments and was shared 30 times, with a reach of 10,000 people, the engagement rate would be:

$\text{Engagement Rate} = \left( \frac{200 + 50 + 30}{10000} \right) \times 100 = 2.8\%$Engagement Rate = ( 200 + 50 + 30/10000 ) × 100 = 2.8%

What are the types of engagement on social media?

There are different types of engagement that can be measured on social media:

• Engagement per post : Measures interaction on individual posts.
• Engagement by profile : Evaluates the interaction on the entire profile over a period of time.
• Engagement by Campaign : Analyze engagement during a specific campaign .

Examples of interactions that count towards engagement:

• Likes and reactions : Basic indicators of audience approval.
• Comments : These show a deeper level of interaction and can spark conversations.
• Shares : Increase the visibility of the content and reflect a high level of approval.
• Saved : Indicates that the content is valuable and worth revisiting.

Why is engagement rate important on social media?

Engagement rate is crucial for several reasons:

• Improve your content strategy : By understanding what content generates the most engagement, you can adjust your strategies to replicate success.
• Strengthen the relationship with your audience : A high engagement rate indicates that you are effectively connecting with your audience, building a loyal community.
• Optimize advertising investment : By knowing what content works best, you can direct your resources more efficiently.
• Increase organic reach : Social media platforms tend to display more content that receives high engagement, expanding your reach at no additional cost.

How to improve engagement rate on social media?

Improving engagement rates requires a combination of creativity, analysis and adaptation. Here are some strategies:

1. Publish relevant, quality content : Know your audience and create content that interests them.
2. Be consistent : Maintain a regular frequency of publications.
3. Use calls to engagement : Invite your audience to comment , share, or react to your posts.
4. Take advantage of hashtags : Use relevant hashtags to increase the visibility of your posts.
5. Analyze and adjust : Regularly review your engagement metrics and adjust your strategy accordingly.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.