Subject areaMetrics and measurement
Engagement rate is the metric that measures how much a piece of content makes its audience react.
It is calculated by dividing the interactions received (reactions, comments, shares, saves, clicks) by a reference base and multiplying by one hundred: the base can be reach, that is the people who saw the content, impressions or the profile's follower count.
The choice of base changes the result, so an engagement rate is only compared with another calculated the same way and on the same platform. The rate makes it possible to compare content and profiles of different sizes, which a simple count of interactions cannot do. A limit follows too: the rate treats a thoughtful comment and a split-second reaction alike, so reading real engagement means looking at the type of interaction as well as the number.
An example
Two posts by an investment bank reach audiences of similar size: the first collects many quick reactions, the second fewer reactions but many comments from finance directors and a few shares. The engagement rate of the two posts is close, so the manager also looks at the type of interaction and decides to repeat the format of the second.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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