Understanding and Improving Your Engagement Rate: The Key to Success on Social Media

by Conte.ai 25 min read upd on Feb 7, 2023

Engagement rate is a metric that measures the level of interaction and attention your followers have towards your social media content. A high engagement rate indicates that your followers are actively engaging with your content, but it's important to note that the benchmark for a strong engagement rate varies across different social media platforms. 

To accurately gauge your performance, it's essential to compare engagement rates within the same platform. In this article, we'll discuss the ideal engagement rate for your social media strategy and provide tips on how to track and improve it.


What is the Engagement Rate? 

Engagement rate is a crucial metric that is used to evaluate the effectiveness of social media content, especially on platforms like Instagram and Facebook.

It is a common practice among social media marketers and influencers to use engagement rate to assess the success of their campaigns and the level of engagement of their followers.

It is determined by dividing the number of interactions on a specific piece of content by the number of followers the account has. This metric helps to provide an insight into how well the content is resonating with the audience and how much attention it is getting.

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What are the factors that affect the Engagement Rate?

Engagement rates can be complex. There is not a single definition of an "engaged" customer as interactions can vary depending on the context and medium. For example, engagement rates can include:

  • On a website: scroll depth, average time on page, average page views, bounce rate, shares, and form conversions
  • On social media: likes, shares, comments, and retweets
  • Facebook: Reactions, clicks, comments, and shares
  • LinkedIn: Interactions, clicks, followers acquired, and impressions
  • Instagram: Likes and comments
  • Twitter: Retweets, comments, and likes
  • Pinterest: Likes, comments, and pins
  • On email campaigns: open-rates and click-through rates.

When measuring engagement across multiple channels, it's important to monitor engagement rates to see if your marketing strategies are working. A lack of engagement may indicate a need to change your tone, messaging, or advertising channels.

Why is Engagement Rate important?

Measuring engagement rate is a crucial aspect of social media marketing as it provides an understanding of the quality of your content. It takes into account the number of followers you have and provides an accurate evaluation of the engagement your content receives. 

For example, a brand with a high number of followers but low engagement on their posts is likely not producing content that resonates with their audience. On the other hand, a brand with a smaller following but high engagement per post is likely producing content that is well-received. 

An analysis of engagement rate can also reveal if there is a disconnect between the content being produced and the audience it's intended for. A low engagement rate may indicate that the brand has gained a large following that is not their target audience or that the content is not resonating with the intended audience.

How to calculate Engagement Rate? 

To calculate engagement rate, you can use the following formula:

Engagement Rate = (Total Interactions / Number of Followers) x 100

Engagement Rate Formula

The total interactions will depend on the platform you are using. For example, on Instagram it would include likes, comments, and saves, while on Facebook it would include likes, comments, and shares, on Twitter it would include retweets, likes, and replies.

For instance, if Company XYZ posted on Facebook and reached 10,000 followers, and received the following interactions:


Their total engagement would be 175 (100+50+25). To calculate the engagement rate, you can use the following formula:

Company A's Engagement Rate = (175 / 10,000) x 100% = 1.75%

With this formula, you can create your own engagement rate calculator.

The result is a percentage that can change over time. Keep in mind that the specific metrics used to calculate engagement rate may vary depending on the platform.

5 Engagement Rate Formulas

These are the most common formulas you’ll need to calculate engagement rates on social media:

  1. Engagement rate by reach (ERR):
    This formula is the most common way to calculate engagement with social media content.
    ERR measures the percentage of people who chose to interact with your content after seeing it. Use the first formula for a single post, and the second one to calculate the average rate across multiple posts:

    ERR = total number of engagements per post / reach per post * 100

    To determine the average, add up the all the ERRs from the posts you want to average, and divide by number of posts:
    ERR Average = (ERR1 + ERR2 + ERR3 + ... + ERRn) / n

    It's important to note that the reach per post can vary depending on the platform. For example, on Instagram reach per post would be the number of followers, while on Facebook reach per post would be the number of people who saw the post. Additionally, the specific metrics used to calculate engagement rate may also vary depending on the platform.
  2. Engagement rate by posts (ER post): best for specific posts
    This formula measures the percentage of followers that chose to interact with your content on a specific post. It is similar to the engagement rate by reach (ERR) formula, but instead of using reach as the denominator, it uses the total number of followers. This formula is commonly used by social media influencers to calculate their average engagement rate.
    The formula for ER post is:
    ER post = Total engagements on a post / Total followers *100
    To calculate the average engagement rate by post, add up all the ER posts you want to average and divide by the total number of posts.
    For example:
    Average ER by post = (Post 1 (4.0%) + Post 2 (3.0%)) / 2 = 3.5%
    One benefit of this formula is that it uses followers as the denominator, which is a more stable metric than reach and can provide a more accurate measure of post-by-post engagement, especially if reach fluctuates often. However, it should be noted that this formula does not take into account viral reach and as your follower count increases, the rate of engagement may decrease.
  3. Engagement rate by impressions (ER impressions): best for paid content
    Another metric you could use to measure engagements is impressions. While reach measures the number of people who see your content, impressions track how often your content appears on a screen.
    ER impressions = Total engagements on a post / Total impressions *100
    Average ER impressions = Total ER impressions / Total posts
    This formula can be useful if you’re running paid content and need to evaluate effectiveness based on impressions.
    But an engagement rate equation that uses the number of impressions as the base is likely to be lower than ERR and ER post equations. Additionally, impression figures can be inconsistent, so it may be a good idea to use this method in conjunction with reach.
  4. Engagement rate calculated on a daily basis (Daily ER): best suited for long-term analysis
    In addition to measuring engagement rate by reach, which evaluates engagement in relation to maximum exposure, it can also be beneficial to have an understanding of how frequently your followers engage with your account on a daily basis.
    The formula for Daily ER is: Total engagements in a day / Total followers *100
    To calculate the average Daily ER over a period of time, you can use this formula: Total engagements for X days / (X days *followers) *100
    This formula allows you to gauge how often your followers interact with your account on a daily basis, rather than just how they interact with individual posts. It also takes into account engagements on both new and older posts. Additionally, this formula can be customized for specific purposes, such as measuring only daily comments.
    However, there is a certain degree of uncertainty associated with this method. For example, the formula does not take into account the possibility that one follower may engage multiple times in a day, while multiple followers may only engage once.
    Furthermore, daily engagement can fluctuate for various reasons, including the number of posts shared, so it may be beneficial to also analyze the relationship between daily engagement and number of posts.
  5. Engagement rate by views (ER views): best for video
    If video is a primary vertical for your brand, you’ll likely want to know how many people choose to engage with your videos after watching them.
    ER view = Total engagements on video post / Total video views *100
    Average ER view = Total ER view / Total posts
    If one of your video’s objectives is to generate engagement, this can be a good way to track it. However, view tallies often include repeat views from a single user (non-unique views). While that viewer may watch the video multiple times, they may not necessarily engage multiple times.

How to download engagement data from your business’s Facebook, Twitter, and LinkedIn

To download engagement data from your business's social media channels, you will need to follow a few steps for each platform. Here is a guide on how to download engagement data from Facebook, Twitter, and LinkedIn.


  • Log in to your business's Facebook account and select your company page.
  • Navigate to the "Insights" section on the left-hand side of the screen.

Select Facebook Insights

  • Select Meta Business Suite on the Professional Dashboard

Professional Dashboard

  • Click on the “Content” section. In “Overview” you can see the Engagement indicators


  • In the "Content" tab you can export data
  • Choose specific dates or a time period. Click on "Export Data"

Export Data


  • Log in to your company's Twitter account 
  • Click on the three dots “More” in the menu on the left side


  • Selecet Creator Studio tab and click on Analytics

  • Go to the "Tweets" section and choose the time period you want to view

Tweets section

  • Click "Export Data" and select "Export Data by Tweet" in the dropdown menu

Export Data

  • Your tweet data will be exported as a CSV file in your downloads folder


  • Log in to your company's LinkedIn account

  • Navigate to the "Analytics" section in the page menu

  • Select "Content" in the “Analytics” dropdown menu

  • Choose the time period you're interested in and hit "Export"

  • You will now have a download of all your LinkedIn post data

What is a Good Social Media Engagement Rate?

Determining a good social media engagement rate can be complex and ever-changing, as each social platform adjusts its algorithm and affects the reach of posts. For example, as Facebook's reach of posts has decreased in recent years, engagement rates have increased due to the smaller denominator in the equation.

To understand what constitutes a good engagement rate, it's important to understand the unique factors and metrics specific to each social platform. A thorough understanding of the current trends and changes in each platform can provide a clearer understanding of what makes a good engagement rate.

What is a good LinkedIn engagement rate?

When it comes to measuring the success of your LinkedIn presence, one of the key metrics to consider is your engagement rate. This is a measure of how many people are interacting with your posts, such as liking, commenting, or sharing. But what is considered a good engagement rate on LinkedIn?

It is generally accepted that a good engagement rate on LinkedIn is around 2%. However, it's worth noting that this figure can vary depending on the type of content you're sharing and your industry. Some businesses may see engagement rates as high as 5 or 6% if they are sharing particularly engaging content. Additionally, it's also important to consider the context of your engagement rate, as they can also be affected by factors such as your follower count, or the time of day you post.

What is a good Twitter engagement rate?

When it comes to measuring the success of your social media efforts on Twitter, one metric to consider is engagement rate. This is calculated by taking the total number of engagements, such as likes, comments, and shares, and dividing it by the total number of impressions, or the number of times your post was seen. For Twitter, engagement rates tend to be lower compared to other platforms such as Facebook. A good benchmark for Twitter engagement rate is around 0.5%. However, if your business has a small but engaged following, it is considered great to have an engagement rate above 1%. It's important to note that the rate can vary depending on the nature of your content and audience.

What is a good Facebook engagement rate?

When it comes to measuring the effectiveness of your social media presence on Facebook, one of the key metrics to consider is engagement rate. But what exactly is considered a "good" engagement rate on this platform? According to industry experts, a good engagement rate on Facebook can range anywhere from 1% to 2%. This is particularly relevant for large, well-established brands such as Coca-Cola, which benefit more from simple awareness and brand recognition. For example, seeing an advertisement for an ice cold Coke on your Facebook feed may plant a seed in your mind that you might remember later when you're standing in the soda aisle at the grocery store. However, for smaller businesses, the goal should be to achieve a higher engagement rate on the platform, ideally between 5% and 6%, in order to build a strong online community and make the most of the platform.

What is a good Instagram engagement rate?

Instagram, with its 500 million active users, offers a significant opportunity for companies that have a visual appeal, particularly those with physical products. Engagement rates on Instagram tend to be higher than on other social media platforms such as LinkedIn, Twitter, and Facebook. This is partly due to the format of Instagram, which displays one post per screen, encouraging users to focus on the content and either engage with it or scroll past it. A good engagement rate on Instagram is typically considered to be around 2%. Anything above 3% is considered great. According to a survey conducted by Rival IQ, the Higher Education sector had an engagement rate of 3.5%, which is higher than the average, while the Retail sector had the lowest engagement rate of 0.67% per post.

How to Improve Your Engagement Rate 

If you're looking to increase engagement on social media platforms like Instagram, there are a few strategies you can implement to boost your engagement rate. One approach is to use a consistent filter and mention other users in your Stories. This can help you establish a visual brand and build connections with other users.

However, there are also general rules you can follow to boost your engagement rate across all social media platforms: 

  • One of the most effective ways to engage with your followers is to share videos. Videos can be a powerful way to connect with your audience and build relationships.
  • Another strategy is to curate and share valuable content with your followers. Curation is a useful way to share the most valuable content in your industry with your audience, even if it's not content you've created yourself. To increase your reach and engagement, you should also schedule your social messages to send at the best optimized time.
  • To increase engagement, you should also write emotional headlines. Emotional headlines increase social shares and traffic, and also significantly boost your SEO value. 
  • Another tactic to boost your organic growth is to increase your posting frequency. This helps you reach and engage more of the following you've worked hard to build.
  • Sharing content your audience loves over and over again can also help you increase engagement. If your audience loves a piece of content you've promoted, share it again and again. 
  • Additionally, investing in content marketing tools can also be beneficial, as 28% of B2C marketers say that content marketing technology and tools increased their content marketing success.

Frequently Asked Questions

Q: How do I calculate engagement rate?

A: To calculate your engagement rate, you will need to divide the total engagement (likes, comments, shares, etc.) on your posts by your total number of followers, and then multiply that number by 100%. The formula for engagement rate is as follows: Engagement Rate = Total Engagement / Total Followers x 100%.

Q: Why is engagement rate so important?

A: The engagement rate is a key metric that provides insight into how well your content is resonating with your audience. It helps you understand whether your content is engaging and relevant to your followers, and if not, it can indicate that changes need to be made in your content marketing strategy.

Q: What does a low engagement rate mean?

A: A low engagement rate can indicate a number of things, but it generally means that your content is not resonating well with your audience. This could be due to a mismatch between your target customer and your followers, or it could simply mean that your content is not as engaging or relevant as it could be. If you have a low engagement rate, it's important to review your content marketing strategies and make adjustments in order to improve your engagement rate and better connect with your target audience.


In conclusion, engagement rate is a key metric for measuring the success of your content marketing strategy on social media platforms. It is calculated as the total engagement on your posts divided by your total number of followers, and is a useful indicator of how well your content is resonating with your audience. 

Engagement rate is important because it provides insight into whether your content is engaging and relevant to your followers, and can help you identify areas for improvement in your content marketing strategy. 

A low engagement rate can signal that your content is not resonating well with your audience, and that changes need to be made in order to better connect with your target customer. 

By understanding the importance of engagement rate and how to improve it, you can better connect with your audience and achieve success in your social media marketing efforts.

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