What is Engagement Rate?
Engagement rate is a key metric that shows how well your social media content connects with your audience. It measures the percentage of people who interact with your posts through likes, comments, and shares.
The Right Formula to Use
When calculating engagement rate, use this formula:
Engagement Rate = (Total Engagements ÷ Total Followers) × 100
Why Not Use Other Formulas?
Some people calculate engagement rate using impressions instead:
Impression-Based ER = (Total Engagements ÷ Impressions) × 100
However, the follower-based formula is better because:
1. It Shows Real Connection
Your followers are your core audience. If they're engaging with your content, it means you're creating something valuable for the people who chose to follow you.
2. Fair Comparisons
Two accounts with the same engagement numbers will have different rates based on follower count. This reveals who truly connects with their audience.
3. Quality Over Quantity
A smaller account with high engagement is often more valuable than a large account with low engagement.
Example Calculation
Let's say you have:
5.9 million total engagements
90.6 million followers
Calculation: (5,900,000 ÷ 90,600,000) × 100 = 6.51%
What We Count as Engagement
All likes, comments, and shares
Interactions from followers AND non-followers
Engagement across all your social profiles
Industry Benchmarks
Below 1%: Needs improvement
1-3%: Average performance
3-5%: Good performance
Above 5%: Excellent performance
Why This Matters
For Brands
Choose influencers with higher engagement rates
Focus on content that drives follower interaction
Measure authentic audience connection
For Creators
Higher engagement rates justify better rates
Shows you have an engaged, valuable audience
Helps optimize content strategy
Key Takeaway
Engagement rate should measure how well you connect with your committed audience (followers), not just how many people saw your content. This approach gives you actionable insights for building a truly engaged community.
Remember: Quality engagement from your followers is more valuable than passive views from a broad audience.