Engagement rate is an indicator measuring the way in which internet users interact with the content offered on the internet and social networks. In the physical world, people come together, discuss and share ideas or products they are passionate about. It’s this interaction, this active participation, that’s recorded online by the engagement rate. The importance of engagement rate lies in its ability to reflect the resonance of a message or brand with its audience, translating direct feedback from internet users. In the world of marketing and communications, engagement rate helps us to understand what hits the mark. It indicates whether the content shared is relevant to an audience and if it elicits a reaction, whether positive or negative. This data can be used to adjust strategies, improve content, and increase consumer loyalty online. Instagram, TikTok, Facebook, YouTube... For social media content creators, engagement rate is also synonymous with visibility through the various algorithms: on many platforms, the more interactions a piece of content generates, the more likely it is to appear high up in news feeds or recommendations, thereby increasing its reach!
Engagement rate is a measurement that’s calculated by taking the total number of interactions that a piece of content receives and dividing it by the total number of people who have seen that content, all multiplied by 100 to obtain a percentage. Interactions can include actions such as comments, shares, likes, etc.
Why should we be interested in this rate? Simply because it's a real barometer.
It helps us to understand how relevant the content is to the audience it reaches. A post with a high engagement rate is proof that it has sparked interest, an emotion, or a reaction! For companies and creators, analyzing this rate enables them to detect what’s working well and identify areas for improvement. This can shed light on the type of content that builds audience loyalty or what encourages people to participate and share... Knowing the engagement rate and maximizing it can lead to solid relationships with your audience and strengthen your online presence.
Enter the total number of interactions with your content, then the total number of people following your account, before letting the calculator give you your engagement rate.
If your goal is to optimize engagement rates, you'll need to follow some basic rules to perform well online:
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