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What is Engagement Rate and Why it Matters?

Ron Storfer
Ron Storfer
CPO & Co-founder at Spikerz
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Published -  
December 7, 2023
What is Engagement Rate and Why it Matters?

Engagement rate is a key metric used in social media marketing to measure the level of interaction content receives from an audience. It's considered an important indicator of how effectively a brand or individual connects with their audience and is often used to evaluate the success of social media campaigns.

In essence, the engagement rate reflects the percentage of the audience that interacts with the content in some way, such as by liking, commenting, sharing, or clicking on a post.

The engagement rate is typically calculated by dividing the total engagement by the total followers (or reach or impressions) and multiplying by 100 to get a percentage. Engagement could be in the form of likes, shares, comments, saves, clicks, etc., depending on the platform and the goals of the campaign.

Engagement Rate Formula:

*Note - different platforms use different metrics for Impressions.

Different social media platforms have different forms of engagement. For example:

On Instagram, engagement can come in the form of likes, comments, shares, and saves.

Engagement can be likes, reactions (love, haha, wow, sad, angry), comments, shares, and clicks on Facebook.

On Twitter, it could be retweets, favorites, replies, mentions, and clicks.

On LinkedIn, it could be likes, comments, shares, and clicks.

A higher engagement rate is generally perceived as a positive outcome because it means a larger portion of the audience interacts with the content. High engagement rates can indicate that the content is resonating with the audience and can lead to higher visibility due to the algorithms used by social media platforms, which tend to favor content with more engagement.

Social media engagement rate and influencer marketing are intrinsically connected. The engagement rate is a critical metric in influencer marketing as it indicates the level of interaction an influencer's audience has with their content.

High engagement rates suggest that the influencer's audience is active and invested in the content they share, including their endorsements or brand partnerships.

Influencer marketing campaigns with high engagement rates will likely result in better brand visibility, audience reach, and conversions. Therefore, examining the engagement rate is crucial in influencer selection, helping brands maximize their return on investment in influencer marketing campaigns. 

Engagement Rate is More Than Just a Number

Engagement rate might sound like jargon to some, but it’s actually straightforward. It refers to the level of interaction between an influencer's followers and their content. High engagement indicates that the influencer has a captive, active audience. It shows that followers are genuinely interested in their posts and the brands they represent.

A large following is impressive, but brand benefits can be limited if these followers aren't actively engaging with the influencer's content. Hence, an influencer's engagement rate often carries more weight than their follower counts in determining the success of marketing partnerships.

The Importance Of Engagement Rate

You might be wondering why engagement rate matters. After all, isn't a massive following enough? 

In truth, metrics like follower count can be misleading. It's not uncommon for an influencer with a large following to have a low engagement rate, which can mean their content isn't resonating with their audience. 

In contrast, influencers and/or social media managers with smaller, highly-engaged followings (often known as micro- or nano-influencers) can have more significant impacts on their followers' behaviors. With their specific niche audiences, these influencers can be particularly persuasive, making them desirable brand partners.

Research has shown that people actively engaging with content are more likely to become paying customers. This is the ultimate goal for marketers—to convert interested consumers into loyal customers.

The advantages of high engagement rates extend beyond audience interaction. When taken with other key factors like audience fit and reach efficiency, a robust engagement rate can lead to improved market performance and profit growth. This is why choosing an influencer is not a decision to be taken lightly. It requires careful consideration and analysis of metrics such as engagement rate.

Influencers with high engagement can become powerful brand advocates. They can fill a crucial gap in your marketing strategy. They can amplify word-of-mouth promotion to positive messages about your brand and products.

Boosting Your Social Media Engagement

Choosing the right influencer for your brand goes beyond selecting the one with the most followers. Marketers need to delve deeper, examining engagement rate metrics and other relevant statistics.

The engagement rate gives insights into how likely an influencer is to convert their audience into potential business leads. It provides a clear picture of an influencer's impact and can accurately predict a campaign's success. 

However, a great brand ambassador is not enough. You need to monitor equally important factors to keep your engagement rate high. These include the following:

Monitoring Engagement Metrics

Engagement metrics can be found on the analytics page of major social media platforms like Twitter, Instagram, and TikTok. These metrics include likes, comments, shares, impressions, and more. You can also use tools to gather all your engagement metrics in one place.

How can you use these metrics? 

You need to analyze patterns in your posts' performance. For instance, if your post engagement is dropping over time, you might need to adjust your content to better fit your audience. Likewise, if a post performs exceptionally well, consider what sets it apart and incorporate those elements into your future posts.

Setting Goals 

To have a successful social media strategy, you need clear goals that align with corresponding metrics. For example, to boost engagement, you need to create captivating content that encourages interactions. The key metrics to consider here will be likes, comments, and shares.

Adjusting to Each Platform

Remember, each social media platform has unique metrics, trends, and culture. Adjust your engagement strategy according to each network’s nuances. Research and consider which platforms best serve your business and target audience.

Knowing Your Audience

Understanding your target audience – the people most likely to be interested in your product or service. This is a crucial step in improving your social media engagement. 

For instance, if you're a B2B company, LinkedIn, with its focus on professional networking, could be your best bet. Always remember: your content is for your audience. Consider their preferences and needs when creating your content and scheduling your posts.

Crafting Engaging Posts

Creating engaging posts might differ slightly across platforms, but some similarities still stand. Short-form videos, images, and live videos are often the most interesting types of content. 

Consumers also appreciate authentic posts like customer testimonials highlighting a brand's product or service. Experiment with different types of content and closely monitor the results to understand what resonates best with your audience.

Making Content Shareable

Increase your social media shares by creating visually appealing content like short-form videos and images. People enjoy sharing posts they find interesting or valuable. So, strive to create and curate content that will encourage your followers to hit the share button.

Timing Your Posts

Identifying the best time to post on social media can increase your engagement. You need to find the perfect balance. You don't want to overwhelm your audience with too much content. Still, you also want to maintain an active social media presence. According to Sprout Social Index™, the sweet spot is about 1-2 posts per day for brands.

Execute Your Strategy

Test, revise, and experiment with your social media marketing strategy. The social media landscape constantly changes, so your plan must adapt and evolve.

Protect Your Accounts

Shadowbanning happens when the user's content becomes invisible to others without notification. It can significantly reduce engagement, as posts don't appear in followers' feeds, effectively limiting reach and interaction. 

Using Spikerz can help protect your account from suspicious activities and potential shadowbanning by ensuring you adhere to platform rules. We safeguard your account from hacks and prevent abnormal behaviors that could trigger shadowbanning, thereby preserving your online visibility and engagement.

Your efforts may be in jeopardy if you do not secure your social media accounts. Without extra protection, your accounts are prone to cyber-attacks. These could take various forms, from unauthorized access to sensitive business data to personal information leaks of influencers, causing potential harm to business reputation and personal lives.

Social media protection apps like Spikerz can help you keep your accounts secure. Its features are designed to prevent your account from being hacked or suspended. This ensures uninterrupted engagement and a great experience for your followers.

Last Words

Social media engagement rates and influencer marketing form a powerful duo in digital marketing. This metric is more than just a number; it reflects audience interaction and trust. 

By optimizing your strategy for each platform, knowing your audience, and crafting compelling content, you can maximize engagement. But don't overlook account security. Protecting against threats is critical to ensuring smooth sailing on your social media.