What is an engagement rate?

Engagement rate measures how often an audience engages with a piece of content posted to social media, including likes, shares, comments, and other actions.

How engagement rate works

  1. Primary social media metric

    An engagement rate largely determines the degree of success of a post to social media. A post's influence and reach is determined by the number of likes, shares, and positive comments it receives.

  2. Shapes strategy

    Organizations use engagement rate to shape social media content strategy over time. It offers feedback that helps organizations better understand what type of content its audience wants and deepen its relationship with existing and potential consumers.

  3. Types of rates

    Rates can be determines by volume, including total number of likes, comments, and shares; by number of engagements compared to overall number of followers; and by number of engagements based on impressions, or how many followers or other users have seen a post.

Why engagement rate matters

  1. A sign of life

    A post with no audience engagements is a graveyard. While impressions matter, engagement rate determines how well the audience is responding to an organization's content and is a major factor in determining overall success of social media strategy.

  2. Conversions

    High engagement rates lead to higher conversion rates. Audiences that keep coming back and engaging with a brand online are more likely to take the next step and purchase a product or service.

  3. ROI

    Comparing engagement rates with investments in social media marketing determines ROI and can help an organization adjust its investment strategies to improve social media performance and increase its bottom line.