How to calculate? There are many metrics based on Engagement Rate. The choice of a particular formula for calculating the indicator is based on the final goal of the analysis: whether it is necessary to calculate activity per day, a certain period, to understand the level of coverage.
In this article:
What is Engagement Rate in Marketing
Why Track Engagement Rate
Formulas for calculating Engagement Rate
Effective ways to increase your engagement rate
How to Work with Content to Increase Engagement Rate
6 Tips to Increase Your Engagement Rate
Frequently Asked Questions about Engagement Rate
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What is Engagement Rate in Marketing
The Engagement Rate numbers (south korean tv series) indicator, also known as the engagement coefficient, was first used by Socialbakers in 2013, and it immediately created a sensation in the SMM sphere.
It's all explained very simply: previously, it was customary to judge how successfully an online community was developing by the number of subscribers.
It was believed that the larger the audience a channel gathers, the more effective the brand promotion. A peculiar fashion for attracting users appeared - individual communities united so many participants that no football stadium could fit.
What is Engagement Rate in Marketing
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However, as the company's resources were being spent, the question became relevant: is it really worth having a huge number of subscribers? For example, in the sales sector, running a community with even 40-50 thousand subscribers is problematic.
Users find it difficult to navigate the feed and sometimes do not follow publications at all, being participants only formally. Due to low activity, the advantages of a large subscriber base are lost.
Marketers needed to get followers to become active and have a positive impact on the community. In other words, they needed to increase engagement, to encourage followers to participate in the life of the group.
Socialbakers specialists have developed a special metric for assessing engagement. The ER indicator characterizes how many target actions are on average per post or per participant. Speaking of activity, we mean likes, comments, reposts, clicks.
For each level of engagement, they can be calculated separately or summed up. From here, you can draw conclusions about what impression the publication made, whether the product is in demand, how to attract the audience's attention, etc.
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Why Track Engagement Rate
Each social network uses its own algorithms to assess whether posts match the interests of the audience and promote them in the feed. This allows users to see the most valuable materials, rather than choosing articles at random.
The publication feed is formed taking into account engagement. First of all, you do not need to increase the number of subscribers, but offer them quality content and increase overall interest. Therefore, the Engagement Rate indicator determines what share of the audience will read your publications, and therefore whether the promotion will be effective.
At the same time, engagement is inextricably linked to the goals and objectives of marketing. This indicator does not simply ensure high sales and increased brand popularity:
If a machine-building plant publishes materials about new equipment models in its community, and subscribers show interest in them and save them in bookmarks, then this contributes to business development.
If the topic of publications in the same community is the latest fashion trends, and the factory's products are not mentioned anywhere, and the content is provided by people who do not have the competence, then even with full involvement, none of the subscribers will buy the machines.
Why Track Engagement Rate
Source: shutterstock.com
The engagement rate characterizes the audience's perception of the content, but at the same time, the following conditions must be met when publishing content:
readers are interested in purchasing this product;
the audience has sufficient funds to purchase the product;
the advantages of the product are described in order to encourage purchase;
attention to the company's products is maintained.
Then the ER coefficient acquires real value and contributes to targeted promotion.
The ER approach to assessing publication performance is robust because it can be done for individual articles as well as for the community as a whole. We can compare each publication's ER to the monthly average.
As a result, we will learn which publications attract the most attention and which ones are viewed very rarely, and will get an idea of what the audience likes.
In addition, it will be possible to find similar characteristics in the design of successful and unsuccessful posts.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
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