Social media is one of the fields in which the concept of engagement is most widely applied. Currently, the most widely used way of calculating engagement in this area is to sum the number of likes, comments and shares of a brand's post among its number of followers.
In this formula, which is the most used , the same value is being assigned to all interactions , when each of them presents a different level of connection with the user. For example, sharing a post implies that the user approves its content and supports it to show it to others, and a like simply shows some interest in it.
However, as a more effective model than the sum of interactions, we bring this other formula, in which we weight each type of interaction . In this formula, the total number of followers is also discarded estonia number data for the denominator, because even if you have a large number of followers, you cannot always reach everyone with the same content. Instead, we take into account the number of people who have seen the post, its reach.
In this way, by having a specific value for each interaction and comparing it with the number of people who have seen the post, it is possible to obtain a more realistic result regarding engagement. With this said, all that remains is to give the necessary push for interactions to occur.
And be careful, because on each social network there will be a different objective to achieve: while on Facebook and Twitter, a good engagement ratio would be between 0.5% and 1%, on Instagram if you have those numbers you can cry. On Instagram, the best thing is to have between 3.48% and 6.67% of engagement percentage.
In any case, beyond the calculation itself, the fundamental thing will be to bet on one of the formulas, maintain it over time and see how it evolves.