- What is engagement rate on social media?
What do you use it for?
Is it important?
How do you calculate it?
That's what we're going to look at in this video,
but first,
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There's a metric that you can measure
on social media that is magical.
It has the power to tell you
if your audience appreciates the content
and the posts that you put up
even when the algorithm strikes.
That statistic is engagement rate.
Let's go investigate.
What is engagement rate?
Well, it's measured as a percentage
of the number of people who see your posts
to the number of people who engage with your post.
And actually, that formula can change
depending on your social network
or the access to the statistics you have,
and we'll look at that later on.
The higher that percentage,
obviously, the better,
and you can measure the engagement rate of individual posts,
which will tell you which posts
are working best for your audience,
which ones do they like the best.
Your social accounts,
this gives you an overview of which social accounts
you use resonate best with your audience,
and it can help you choose which ones
you should be focusing on.
Why is engagement rate important?
Well, sometimes the algorithms get in the way.
They decide what content
they're going to show to what people,
and sometimes they just get that wrong.
If we measure the success
of our social media by just the reach
or just by the number of engagements,
individual engagements, a post gets,
sometimes we could be missing out
on the content that our audience really loves.
Because engagement rate is a percentage,
it will tell us how well the content
we put out resonates with our audience,
even if the algorithms only show it
to a small group of people.
For example, if 1,000 people saw your post
and 100 people engaged with it,
the engagement rate is 10%.
But if 100 people saw your post
and 20 people engaged with it,
that's a 20% engagement rate.
Although that second post reached fewer people,
the people who did see it resonated with it more.
It was good content for them.
The algorithm's just got in the way.
Once you know what posts are working best for your audience,
you can try and work out why
and you can create more content
like that that will attract
and engage your audience.
Keeping an overall score of your engagement rate
by social network will give you a better idea
of which ones are working best for you.
What's the engagement rate formula,
how do you work it out?
Well, this can get a little bit confusing
because different networks give you different statistics,
or maybe you have different access to different statistics.
The standard formula would be the number of engagements
divided by the reach multiplied by 100.
Reach is the number of individual people
that your post has been shown to,
whereas impressions can be the number
of times your post has been seen
even if it is by a small group of individuals.
And sometimes engagement rate is measured
by impressions instead of reach.
So the formula would be the number of engagements
divided by impressions multiplied by 100.
And sometimes just to be confusing,
it's based on the number of followers.
So this would be relevant if you were trying
to work out the engagement rate for a creator
or an influencer that you wanted
to work with without seeing their statistics.
And the formula here,
number of engagements
divided by the number of followers multiplied by 100.
So what's a good engagement rate?
I know you want to know the answer to that,
and I'm sorry,
there just isn't a straight answer
for this because it varies by social network,
it varies by how you measure it.
So I always think the best thing
to do is benchmark against yourself.
Keep a regular record of your engagement rate,
and hopefully it will keep going up.
And if it doesn't,
what do you need to do to fix it?
So that's the basic formulas.
Which one of those do you use for each social network?
How do you find that data for each social network?
That's what I'm going to cover in the next few videos,
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