How Do I Calculate Engagement Rate?

Social media accounts with larger followings are going to see more interactions on their posts. However, that doesn’t necessarily mean their content is better.

Engagement rate gives us an assessment of the quality of the content, independent from the number of followers an account has.

Table of Content
What is Engagement Rate?
Why Should You Track Engagement Rate?
How to Calculate Engagement Rate

What is Engagement Rate?

Engagement rate is a metric used to assess the average
number of interactions your social media content receives per follower.

Engagement rate is calculated as the total number of
interactions your content receives divided by your total number of followers,
multiplied by 100%.

In simpler terms, it’s a measure of how well your content
performs independent of your follower count.

What counts as an interaction depends on the platform, but
most often refers to likes, reactions, shares, and comments.

Why Should You Track Engagement Rate?

Because you’re factoring out the number of followers you have, your engagement rate provides an honest assessment of the quality of your content.

For example, if a brand has millions of followers, but only receives a few dozen interactions per post, it’s likely they’re not producing high quality content.

Contrast that with an account that only has a few thousand followers but gets tons of shares and comments every time. That would gain a high engagement rate.

Keyhole is a real-time conversation tracker that provides social listening, influencer, and profile social media analytics across platforms such as Facebook, Twitter, Instagram, etc.

Try Keyhole for free

Engagement rate can also be indicative of a mismatch between the content you’re producing and your audience. If you have a low engagement rate, it’s possible that you’ve gained a large following that isn’t your target customer.

Or perhaps, you have been able to reach a following from brand recognition alone, but you’re not creating the content your audience wants.

How to Calculate Engagement Rate

Engagement rate is calculated as total engagement divided by
total followers, multiplied by 100%.

The engagement rate formula is:

Engagement Rate = Total Engagement / Total Followers x 100%

In this case:

  • Total Engagement = the sum of all interactions (shares, comments, reactions, etc.)
  • Total Followers = the number of people who follow your account

For example, if Company A posted on Facebook to their 10,000
fans and received:

  • 200 likes
  • 100 comments
  • 50 shares

This means that their total engagement would be 350 (200+100+50). Let’s plug this into the equation:

Company A’s Engagement Rate = 350 / 10,000 x 100% = 3.5%

And there you go! Now you can create your own engagement rate calculator with this easy formula.

Manually calculating engagement rate for each social media account? Automate it using Keyhole & save hours!


What is a Good Engagement Rate?

In order to determine if your engagement rate is good or bad, it must be benchmarked against something else. And you can start by asking yourself what is your end goal, and measure accordingly.

  • How your content performs in a given time period (benchmark against your own engagement rate over time)
  • Compares your performance against competitors (benchmark against your key competitors)
  • Create a benchmark for your industry social media engagement performance (benchmark against top industry players)
  • Compare your performance on different social media platforms. (benchmark against your own social media profiles)

Usually, this would take hours of calculating or reporting. However, a tool like Keyhole would calculate your engagement rate in real-time and within seconds. You can also see how your content has performed over time, as well as use “Comparisons” to stack your profiles against each other, and competitors.

Calculate Engagement Rate over time

Calculate Engagement Rate - Comparisons

This is one of the many ways in which Keyhole users can unlock powerful social media ROI specifics, and save over 5 hours every week from manual reporting, calculating and benchmarking.

Want to learn how Keyhole can help you unlock valuable social media intelligence?

Talk to our team today

Final Words

However, just calculating the engagement rate is not enough. You need a social media analytics tool to decipher all crucial metrics to understand your impact on social media. 

Keyhole is the tool you might need to make data-driven decisions while streamlining social media management efforts. On top of campaign tracking, influencer marketing, and social listening, you can also schedule and publish your social media posts on one platform.

Take its free trial and get started now!

Frequently Asked Questions

How do I calculate engagement rate?

Engagement rate is calculated as total engagement divided by total followers, multiplied by 100%. The engagement rate formula is:
Engagement Rate = Total Engagement / Total Followers x 100%

Why is engagement rate so important?

The engagement rate is an essential indicative of a mismatch between the content you’re producing and your audience. This metric provides an honest assessment of the quality of your content.

What does a low engagement rate mean?

If you have a low engagement rate, you may have gained a large following that isn’t your target customer. In that case, you have to tweak your content marketing strategies to head in the right direction.



Related Articles:

How Do I Calculate Social Media ROI?

How Do I Calculate Social Media Conversions?


The post How Do I Calculate Engagement Rate? appeared first on Keyhole.

By: Keyhole
Title: How Do I Calculate Engagement Rate?
Sourced From: keyhole.co/blog/how-do-i-calculate-engagement-rate/
Published Date: Fri, 21 Oct 2022 04:43:00 +0000

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Author

  • Walter Acosta

    Walter Acosta is a blogger. His primary interests are in digital marketing and content creation and curation.

    walter.acosta@yourwebenterprise.com Acosta Walter

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About the Author: Walter Acosta

Walter Acosta is a blogger. His primary interests are in digital marketing and content creation and curation.