Engagement Rate: what is this indicator, why calculate it

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What are we talking about? Engagement Rate is an engagement coefficient for assessing the audience's actions on social networks. It allows you to understand how interesting publications are, to identify characteristic markers that encourage subscribers to react: share posts, leave comments, follow links.

How to calculate? There are many metrics based on Engagement Rate. The choice of a particular formula for calculating the indicator is based on the final goal of the analysis: whether it is necessary to calculate activity per day, a certain period, to understand the level of coverage.



In this article:

What is algeria email list Engagement Rate in Marketing
Why Track Engagement Rate
Formulas for calculating Engagement Rate
Effective ways to increase your engagement rate
How to Work with Content to Increase Engagement Rate
6 Tips to Increase Your Engagement Rate
Frequently Asked Questions about Engagement Rate

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What is Engagement Rate in Marketing
The Engagement Rate indicator, also known as the involvement coefficient, was first used by Socialbakers in 2013, and it immediately created a sensation in the SMM sphere.

It's all explained very simply: previously, it was customary to judge how successfully an online community was developing by the number of subscribers.

It was believed that the larger the audience a channel gathers, the more effective the brand promotion. A peculiar fashion for attracting users appeared - individual communities united so many participants that no football stadium could fit.

What is Engagement Rate in Marketing

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However, as the company's resources were being spent, the question became relevant: is it really worth having a huge number of subscribers? For example, in the sales sector, running a community with even 40-50 thousand subscribers is problematic.

Users find it difficult to navigate the feed and sometimes do not follow publications at all, being participants only formally. Due to low activity, the advantages of a large subscriber base are lost.

Marketers needed to get followers to become active and have a positive impact on the community. In other words, they needed to increase engagement, to encourage followers to participate in the life of the group.

Socialbakers specialists have developed a special metric for assessing engagement. The ER indicator characterizes how many target actions are on average per post or per participant. Speaking of activity, we mean likes, comments, reposts, clicks.

For each level of engagement, they can be calculated separately or summed up. From here, you can draw conclusions about what impression the publication made, whether the product is in demand, how to attract the audience's attention, etc.