What is the Engagement Rate?

A popular social media metric describes the amount of interaction—likes, shares, comments—a piece of content receives. Interactions like these tell you that your messages are resonating with your fans and followers. (Click here for engagement rate benchmarks for a range of different industries.)


Here’s an example to illustrate the concept of engagement rate:

Suppose a social media influencer posts a photo on Instagram with the following metrics:

Total Likes: 500
Total Comments: 50
Total Shares: 2Reachal Reach (number of people who saw the post): 10,000
To calculate the engagement rate:

Calculate the total number of interactions: Total Likes + Total Comments + Total Shares = 500 + 50 + 20 = 570

Calculate the engagement rate as a percentage of thReachal reach:
Engagement Rate = (Total Interactions / Total Reach) * 100
Engagement Rate = (570 / 10,000) * 100
Engagement Rate = 5.7%

So, in this example, the engagement rate for the Instagram post is 5.7%. This means that for every 100 people who saw the post, approximately 5.7 people engaged by liking, commenting, or sharing.

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