How Do I Calculate Engagement Rate?

Social media accounts with larger following are going to see more interactions on their posts. However, that doesn’t necessarily mean their content is better.

Engagement rate gives us an assessment of content quality independent of the number of followers an account has.

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What is Engagement Rate?
Why Should You Track Engagement Rate?
How to Calculate Social Media Engagement Rate

What is Engagement Rate?

Engagement rate is a metric used to assess the average number of interactions your social media content receives per follower.

Engagement rate is calculated as the total number of interactions your content receives divided by your total number of followers, multiplied by 100%.

In simpler terms, it’s a measure of how well your content performs independent of your follower count.

What counts as an interaction depends on the platform, but most often refers to likes, reactions, shares, and comments.

Why Should You Track Engagement Rate?

Because you’re factoring out the number of followers you have, engagement rate provides an honest assessment of the quality of your content.

For example, if a brand has millions of followers, but only receives a few dozen interactions per post, it’s likely they’re not producing high quality content.

Contrast that with an account with only a few thousand followers that gets tons of shares and comments every time—that’s a high engagement rate.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Engagement rate can also be indicative of a mismatch between the content you’re producing in your audience. If you have a low engagement rate, it’s possible you’ve gained a large following that isn’t your target customer.

Or, you have been able to reach a following from brand recognition alone, but you’re not creating the content your audience wants.

How to Calculate Social Media Engagement Rate

Engagement rate is calculated as total engagement divided by total followers, multiplied by 100%.

The engagement rate formula is:

Engagement Rate = Total Engagement / Total Followers x 100%

engagement rate formula

In this case:

  • Total Engagement = the sum of all interactions (shares, comments, reactions)
  • Total Followers = the number of people who follow your account

For example, if Company A posted on Facebook to their 10,000 fans and received:

  • 200 likes
  • 100 comments
  • 50 shares

Their total engagement would be 350 (200+100+50). Plugging this into the equation:

Company A Engagement Rate = 350 / 10,000 x 100% = 3.5%


Track Engagement Rate with Keyhole

Related Articles:

How Do I Calculate Social Media ROI?

How Do I Calculate Social Media Conversions?


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

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