Engagement Rate
Term from the CRM Lexicon
Definition
The Engagement Rate is a metric in online and social media marketing that measures how strongly users interact with content. It shows the ratio between interactions (e.g., likes, comments, shares, clicks) and reach or the number of followers.
The formula is typically:
Engagement Rate=Interactions/Reach or Followers×100
Goals
- Measuring Content Performance: How well does a post resonate with the target audience?
- Strategy Optimization: Content with a high engagement rate shows what works.
- Comparability: Brands and campaigns can be compared using this metric.
Characteristics
| Interaction-based | Considers likes, comments, shares, clicks, and sometimes video views. | |
| Percentage Value | Expressed as a percentage to enable comparability. | |
| Platform-dependent | The calculation can vary depending on the social media platform (e.g., Instagram vs. LinkedIn). | |
| Quality Indicator | A high engagement rate indicates relevant content and an active community. | |
| Not solely conclusive | It should be considered along with other KPIs such as reach, conversion rate, or CTR. |