How to Calculate Engagement Rate (Calculator)

How to Calculate Engagement Rate (Calculator)

Engagement rates are the currency of the social media marketing industry.

Sure, vanity metrics like followers, likes, and impressions count for something. But engagement metrics like shares and comments requite your social media performance perspective.

That's why engagement rate is often used as a selling point in influencer marketing media kits, or to gauge a social campaign's return on investment. But there are a few variegated ways to summate it.

Bonus: Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Summate it on a post-by-post understructure or for an unshortened wayfarers - for any social network.

What is engagement rate?

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Engagement rate measures the value of interaction social media content earns relative to reach or followers or regulars size. Interactions can include reactions, likes, comments, shares, saves, uncontrived messages, mentions, click-throughs and increasingly (depending on the social network). There are multiple ways to measure engagement rate, and variegated calculations may largest suit your social media objectives.

“Engagement” on social media often refers to deportment that are increasingly active than passive (such as views or impressions).

Why track engagement rate?

When it comes to social media analytics, follower growth is important, but it doesn’t midpoint a lot if your regulars doesn’t superintendency well-nigh the content you post. You need comments, shares, likes and other deportment that prove your content is resonating with the people who see it.

Which metrics count as engagement?

You may segregate to include all or some of these engagement metrics in your engagement rate equations:

  • reactions
  • likes
  • comments
  • shares
  • saves
  • direct messages
  • mentions (tagged or untagged)
  • click-throughs
  • clicks
  • profile visits
  • replies
  • retweets
  • quote tweets
  • regrams
  • link clicks
  • calls
  • texts
  • sticker taps (Stories)
  • emails
  • Get Directions (Instagram worth only)
  • use of branded hashtags

5 engagement rate numbering methods

These are the most worldwide formulas you'll need to summate engagement rates on social media.

1. Engagement rate by reach (ERR): most common

This formula is the most common way to summate engagement with social media content.

ERR measures the percentage of people who chose to interact with your content without seeing it.

Use the first formula for a single post, and the second one to summate the stereotype rate wideness multiple posts.

  • ERR = total 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:

  • Average ERR = Total ERR / Total posts

In other words: Post 1 (3.4%) Post 2 (3.5%) / 2 = 3.45%

Pros: Reach can be a increasingly well-judged measurement than follower count since not all your followers will see all your content. And non-followers may have been exposed to your posts through shares, hashtags, and other means.

Cons: Reach can fluctuate for a variety of reasons, making it a variegated variable to control. A very low reach can lead to a unduly upper engagement rate, and vice versa, so be sure to alimony this in mind.

2. Engagement rate by posts (ER post): weightier for specific posts

Technically, this formula measures engagements by followers on a specific post. In other words, it's similar to ERR, except instead of reach it tells you the rate at which followers engage with your content.

Most social media influencers summate their stereotype engagement rate this way.

  • ER post = Total engagements on a post / Total followers *100

To summate the average, add up all the ER posts you want to average, and divide by number of posts:

  • Average ER by post = Total ER by post / Total posts

Example: Post 1 (4.0%) Post 2 (3.0%) / 2 = 3.5%

Pros: While ERR is a largest way to gauge interactions based on how many people have seen your post, this formula replaces reach with followers, which is often a increasingly stable metric.

In other words, if your reach fluctuates often, use this method for a increasingly well-judged measure of post-by-post engagement.

Cons: As mentioned, while this may be a increasingly unwavering way to track engagements on posts, it doesn't necessarily provide the full picture since it doesn't worth for viral reach. And, as your follower count goes up, your rate of engagement could waif off a little.

Make sure to view this stat slantingly follower growth analytics.

3. Engagement rate by impressions (ER impressions): weightier for paid content

Another wiring regulars metric you could segregate to measure engagements by is impressions. While reach measures how many people see your content, impressions track how often that content appears on a screen.

  • ER impressions = Total engagements on a post / Total impressions *100
  • Average ER impressions = Total ER impressions / Total posts

Pros: This formula can be useful if you're running paid content and need to evaluate effectiveness based on impressions.

Cons: An engagement rate calculated with number of impressions as the wiring is unseat to be lower than ERR and ER post equations. Like reach, impression figures can moreover be inconsistent. It may be a good idea to use this method in conjunction with reach.

Read increasingly well-nigh the difference between reach and impressions.

4. Daily engagement rate (Daily ER): weightier for long-term analysis

While engagement rate by reach measures engagement versus maximum exposure, it's still good to have a sense of how often your followers are engaging with your worth on a daily basis.

  • Daily ER = Total engagements in a day / Total followers *100
  • Average Daily ER = Total engagements for X days / (X days *followers) *100

Pros: This formula is a good way to gauge how often your followers interact with your worth on a daily basis, rather than how they interact with a specific post. As a result, it takes engagements on new and old posts into equation.

This formula can moreover be tailored for specific use cases. For instance, if your trademark only wants to measure daily comments, you can retread "total engagements" accordingly.

Cons: There's a pearly value of room for error with this method. For instance, the formula doesn't worth for the fact that the same follower may engage 10 times in a day, versus 10 followers engaging once.

Daily engagements can moreover vary for a number of reasons, including how many posts you share. For that reason it may be worthwhile to plot daily engagement versus number of posts.

5. Engagement rate by views (ER views): weightier for video

If video is a primary vertical for your brand, you'll likely want to know how many people segregate to engage with your videos without watching them.

  • ER view = Total engagements on video post / Total video views *100
  • Average ER view = Total ER view / Total posts

Pros: If one of your video's objectives is to generate engagement, this can be a good way to track it.

Cons: 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 summate forfeit per engagement: weightier for measuring influencer engagement

Another useful equation to add to your social media toolbox is forfeit per engagement (CPE). If you've chosen to sponsor content and engagement is a key objective, you'll want to know how much that investment is paying off.

  • CPE = Total value spent / Total engagements

Most social media ad platforms will make this numbering for you, withal with other object-oriented calculations, such as cost-per-click. Make sure to trammels which interactions count as engagements, so you can be sure you're comparing apples to apples.

How to summate engagement rate automatically

If you’re tired of gingerly your engagement rate manually, or you’re simply not a math person (hi!), you might want to consider using a social media management tool like Hootsuite. It allows you to unriddle your social media engagement wideness social networks from a upper level and get as detailed as you want with customized reports.

Here’s an example of what looking at your engagement data in Hootsuite looks like:

Engagement rate report for all social networks in Hootsuite

And here’s an example of what an Instagram-specific engagement report looks like in Hootsuite.

Instagram engagement rate report in Hootsuite

Besides showing you your overall post engagement rate, you can moreover see what types of posts get the highest engagement (so you can make increasingly of those in the future), and plane how many people visited your website.

In both reports, it’s super easy to see how many engagements you got over a period of time, what is stuff counted as an engagement for each network, and compare your engagement rates to previous time periods.

Pro tip: You can schedule these reports to be created automatically and remind yourself to trammels in as often as you want.

Try it self-ruling for 30 days

Free engagement rate calculator

Now that you’ve reviewed all the formulas, are you ready to summate your engagement rate? Try using our self-ruling engagement rate calculator.

engagement rate calculator example

All you need to use this calculator is Google Sheet. Click the “File” tab and select “Make a copy” to start filling in the fields.

To summate the engagement rate of a single post, input “1” in “No. of Posts.” To summate the engagement rate of several posts, input the total number of posts in “No. of Posts.”

Bonus: Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Summate it on a post-by-post understructure or for an unshortened wayfarers - for any social network.

What is a good engagement rate?

Most social media marketing experts stipulate that a good engagement rate is between 1% to 5%. The increasingly followers you have, the harder it is to achieve. Hootsuite's own social media team reported an stereotype Instagram engagement rate of 4.59% in 2022 with 177k followers.

Now that you know how to track your brand's social media engagement, read up on how to uplift your engagement rate.

Use Hootsuite to track and modernize engagement rates wideness all your social media channels. Try it self-ruling today.

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