By Clàudia Martínez, on 04 March 2021
Engagement rate is one of the primary measurements for any social media marketing campaign. But what is a good engagement rate? With so many marketing channels and measurements to keep track of, it can be difficult for marketers to know what constitutes a good engagement rate.
Engagement rate can be defined as the level of interaction users have with your content. And the level of interaction differs depending on the social network. In this article we’ll examine what defines a “good” engagement rate for each platform and how you can improve yours starting now.
What are Good Engagement Rates for Different Social Networks?
Each social network has its own style and nature, meaning rates of engagement vary greatly. Because of this we’ll break down each prominent platform and give you a clear method of measuring your own engagement rates.
What is a Good Facebook Engagement Rate?
For calculating your engagement rate on Facebook you need to:
- Add up the total number of reactions, comments and shares from the last 7 days
- Divide this number by your number of followers
- 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. Social media expert Mari Smith says that the average rate of engagement is only 2%. While Michael Leander, an authority on SEO, says anything above 1% should be considered good.
Why so low? Facebook’s filtering algorithm, EdgeRank, only shows your posts to about 16% of your total followers. So with that in mind, it’s really not surprising to see an engagement rate of 2% or less.
More recent numbers aren’t too encouraging either. Looking at Facebook engagement figures from Statista for the fourth quarter of 2020, we see an average engagement rate of only 0.19% from page followers. Video posts achieve a slightly higher rate of 0.26%.
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. A good LinkedIn engagement rate is around 2%, a number similar to Facebook yet we need to remember that we’re calculating by post and not by time period.
What is a Good Twitter Engagement Rate?
According to Scrunch, a good Twitter engagement rate would be considered 0.02% to 0.09% for each Tweet. The average rate in 2020 was 0.045%, and the average number of tweets per day from a brand was 0.77.
To find your Twitter engagement rate per tweet:
- Add up all likes, comments and retweets
- Divide by your number of followers
- Divide by total number of posts
What is a Good TikTok Engagement Rate?
In the past year, TikTok has grown to become one of the most popular social networks. This is due in part to its remarkable engagement rate. Short, catchy videos that encourage participation have proven to be a recipe for success for TikTok users.
A study from Statista in July 2020 found that US TikTok influencers achieve an average engagement rate of nearly 18%! Influencers from other countries reach 15.86%, which is incredible as well. Organic interactions for normal users on TikTok is also high and ranges between 3% to 9%. TikTok presents a huge opportunity for those looking to boost engagement and grow a new audience.
To calculate your TikTok engagement rate for your whole profile:
- Add up all hearts and comments from last 20 uploads
- Divide by total number of views
- Multiply by 100
What is a Good Instagram Engagement Rate?
Instagram is also a platform that achieves a relatively high rate of engagement. Most experts agree that a good engagement rate is between 1% and 5%. Rates depend on the industry, audience size or type, and the style of content published. HootSuite says the average rate of engagement in 2020 was about 4.59%.
Calculate your Instagram engagement rate:
- Add up likes and comments
- Divide by your follower count
- Multiply by 100
10 Tips to Improve Your Engagement Rate on Social Media
1. Get to Know Your Followers
Creating quality content is crucial to improving engagement. And therefore you need to know who you’re creating content for, so you can speak to them in a way they can relate to. Study common traits and behaviors of your followers and focus your brand style and publishing times to fit them.
2. Share Your Best Images
Images are one of the most engaging content types as evidenced by Instagram’s high engagement rates. Take care to create high quality, compelling images that fit your brand image and tell a story. Images shared on different accounts build stories that people can follow and explore.
3. Create Quality Video Content
Networks 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. Make sure your videos are high quality, personable 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. Live video and stories are so successful because of that demand for a more down to earth connection. It shows vulnerability and ultimately builds 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!
6. Answer User Questions
Every brand wants users to comment and engage with their content. And you should join the conversation, especially concerning questions about your brand or products. 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 and As to build a more dynamic presence.
8. Post Regularly and at Ideal 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 users are online and post at those times to maximize engagement.
9. Utilize Calls to Action
Every content creator wants users to react to their posts. Get proactive and tell them what you want! 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.
10. 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 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.
Improving engagement rates is a metric every brand should focus on. Engagement gives your content a broader reach and ultimately leads to increased sales.
These 10 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’re well on your way to increasing engagement.