By Clàudia Martínez, on 5 April 2023
Engagement rate is one of the primary measurements for any social media marketing campaign, that measures how actively your audience interacts with your content. Although it can be hard to pinpoint what a "good" engagement rate looks like, it is important to keep in mind that this indication will depend significantly on each Social Network. While X (formerly known as Twitter) and Facebook can have engagement rates as low as 0,08%, LinkedIn tends to show somewhat higher ratios (around 2%) and TikTok even higher yet, even reaching over 4%.
It is important to keep in mind that these digits are estimations and averages, and they can vary significantly over time but also vary heavily according to industry, format, type of content, and an array of other factors.
But let's take a closer look at this, and some ways to optimize your engagement rates.
Each social network has its own options for interaction and engagement. For this reason, we’ll break down how to measure your engagement rate on each platform.
It is however important to know whether you want to analyze the engagement rate of a specific post, a selection of posts, or your entire account. Although the basic concept is the same, there are some slight differences in the calculations that your should take into account.
As a general rule, you will need to divide the total amount of interactions that your post, posts, or account have had (the specific metric of what is considered engagement changes according to the platform) and divide it by the number of people who it has been exposed to, and multiply that final result by 100. The number of people it has been exposed to will also change according to what you are analyzing: if you are taking a look at post/s, you will want to divide by the number of impressions they have had; if you are looking at the account, you should be dividing between the total amount of followers or people your content is exposed to.
What Is a Good Facebook Engagement Rate?
To calculate your engagement rate on Facebook you need to:
- Add up the total number of reactions, comments, likes, and shares from your post/s, over whichever time period you are analyzing
- Divide this by the number of impressions your post/s has/have had, or the number of followers you account has
- Multiply by 100
You can also calculate your engagement rate by starting with the “people talking about this” metric which already includes all of your interactions.
So what’s a good engagement rate on Facebook? Well it depends on who you ask. According to Hootsuite, the average engagement rate in 2023 is 0.11% for status posts while video posts get about 0.08 and photos get 0.12%.
What Is a Good LinkedIn Engagement Rate?
Your LinkedIn engagement rate can be calculated by dividing post interactions by your total number of followers or by the number of post impressions, multiplied by 100.
The latest statistics show that a good LinkedIn engagement rate is around 2%.
What Is a Good X (or Twitter) Engagement Rate?
According to Social Insider, the average X engagement rate is around 0.08%.
To find your engagement rate you will have to add up all the tweet's likes, comments and retweets, divide these by the number of impressions or your number of followers, and divide by 100.
What Is a Good TikTok Engagement Rate?
In the past few years, TikTok has become one of the most popular social networks. This is due in part to its remarkable engagement rate. Short, catchy videos have proven to be a recipe for success for TikTok users.
Social Insider estimates that the average engagement rate on the platform is 4.25%! TikTok presents a huge opportunity for those looking to boost engagement and grow their audience.
To calculate your TikTok engagement rate, in this case you will have to add up hearts and comments, and, as usual, divide by number of views or followers and multiply by 100.
What Is a Good Instagram Engagement Rate?
Instagram has different rates of engagement depending on the type of content you post. For example, videos tend to have the highest engagement rate, followed by carousels and then photo posts.
Overall a good engagement rate on Instagram is usually between 1% and 3%. However, keep in mind that the higher your number of followers gets, the harder it is to maintain a good engagement rate.
The way to calculate your Instagram Engagement rate is almost identical to that of Facebook, just keeping in mind that here your total engagements will be the sum of your likes, comments, shares and saves.
10 Tips to Improve Your Engagement Rate According to Social Media Marketing Experts
1. Get to Know Your Followers
Creating quality content is crucial to improving your engagement. Therefore you need to know who you’re creating content for, so you can speak to them in a way they relate to and enjoy and/or find informative. Look at what traits and behaviors your followers have in common and focus your content and publishing times to fit them. Routinely posting on certain days or times can make your followers anticipate your content and check in regularly to see what you've published
2. Share Your Best Images
Although video seems to be taking over, images continue to be an important type of content on several platforms. Make sure to create high-quality, compelling images that fit your brand's image and tell a story. Images shared on different accounts build stories that people can follow and explore.
3. Create Quality Video Content
Platforms like TikTok and Instagram show the power of video content and how it improves engagement. You can also use video to boost engagement on LinkedIn, Twitter, and Facebook. Live video is one medium that has been particularly popular recently. TikTok has even created a live stream feature on its platform.
If you are going to post videos, make sure they are good quality, catchy, personable (if they feature you or another subject), and get to the point quickly.
4. Be Authentic
Gone are the days of ultra-polished content. These days, it’s better to share a more human and behind-the-scenes side of your brand. People want authenticity, so make sure that what you put out is relatable to your audience. Live video and stories are often a successful way to do this because of the demand for a more down to earth connection. They show a level of vulnerability and ultimately build trust.
5. User-Generated Content
Social networks are about conversations and interactions. A great way to engage with your audience is to share their user-generated content on your branded account. If someone tags you, return the favor and feature them. This will encourage other users to tag you, too. Just make sure to ask before re-sharing! Brands like GoPro have had major success with this, so take a look at their accounts if you need some inspiration!
6. Answer User Questions
Every brand wants users to comment and engage with their content. Boost engagement by asking your followers questions or asking them if they have any questions for you about your brand or products. Based on the responses you get, you can create relevant, interesting content that your followers will want to consume. Make sure to thank them for kind comments and do your best to answer their questions and keep the conversation going.
7. Post Varied Content
Posting simple text and image-based content can bore your audience. Mix things up with different content types that are more interactive to encourage engagement. Try contests, surveys, challenges, and live Q & A sessions to build a more dynamic presence.
8. Post Regularly and at the Right Times
Building a presence and improving your engagement rate requires time and patience. By posting regularly, you can gradually create momentum and expand your reach. You also show users that you’re consistent and relevant. Do some research to find when your target audience tends to spend time online and post at those times to maximize engagement.
9. Use Calls to Action
Every content creator wants users to react to their posts. Get proactive and tell them what you want them to do! Ask questions, ask for opinions and encourage users to ‘like and share’, perhaps for a chance to win a giveaway. Avoid being too spammy and keep the conversation natural and fun. You can add CTAs to your content in order to encourage people to buy a product, download an app, sign up for a webinar, newsletter, etc.
10. Use Relevant Hashtags
Hashtags are a useful tool when it comes to increasing your reach on social media platforms. If you aren't sure how to use them, there are various hashtag tools that can suggest ones for your brand or post. There are also tools you can use to find popular hashtags, to track and monitor how many posts they appear in and the engagement that they generate.
11. Experiment, Track, and Analyze
We’ve given you many tips to increase engagement but, in the end, every brand’s strategy will be unique. To figure out what gets the most engagement for you, you’ll need to try out different types of messaging on different platforms and at times and track the results. This may seem daunting but once you find those sweet spots you’ll be glad you put in the initial work!
These tips are just a start but increasing engagement doesn’t need to be complicated. Once you find the social networks that fit your brand best, focus on developing high-quality content that speaks to your specific target audience. Find out when they’re most active and reach out to them with interactive and relevant posts. Do this consistently and you will be well on your way to increasing engagement!