Engagement rate
is considered paramount performance metric in digital marketing and social media that measures degree of response, attention, or interest the public exhibits towards a specific form of communication. More often than not, it is conveyed in terms of percentage and is obtained by dividing the number of engagements (likes, comments, among others) by reach or impressions and multiplied by 100.
Here are some important points about engagement rate:
Calculation:
The calculation of engagement rate can be done by using this formula, Engagement Rate = (Total Engagements / Total Reach or Impressions) x 100.
Significance:
Engagement rate remains a key indicator as it demonstrates active and positive participation in posts by your audience. Quality and engagement will serve as an excellent sign of high quality content and good relation with audiences, rather than mere raw numbers of “Likes” or “Followers”.
Benchmarking:
Engagement rates are used as a benchmark for brands and content creators, especially. Engagement rates between various kinds of content can be used to tell which piece is captivating for your followers.
Improvement:
As rule of thumb, a high engagement rate is usually an indication that things are working, but one should always seek ways to improve it further. Ways of increasing attention include producing valuable and inspiring material, replying to users’ messages, and interacting with the subscribers.
Platform-Specific:
The engagement rate benchmarks may be different depending on which social media platform one is using. The nuances of platforms also matter when analyzing how well the content has done.