Engagement Rate
A metric measuring the level of interaction that content receives relative to reach or followers.
Definition
Engagement rate measures how actively involved your audience is with your content. It's typically calculated by dividing total engagements (likes, comments, shares, saves) by reach or follower count, then multiplying by 100. High engagement rates indicate content resonates with your audience. Industry benchmarks vary by platform and follower count.
Why It Matters
Engagement rate is the most meaningful measure of social media success because it indicates genuine audience interest, not just passive exposure. High engagement signals that your content resonates and that you're building real relationships with your audience.
Platforms increasingly use engagement as a key factor in their algorithms. Content with strong engagement gets shown to more people, creating a virtuous cycle that amplifies reach without additional spending.
Examples in Practice
A brand shifts from promotional posts to educational content, seeing engagement rate jump from 1% to 5% and organic reach triple.
A B2B company's employee advocacy program generates 8x higher engagement than company page posts alone.
A restaurant's user-generated content strategy produces engagement rates 4x higher than their professional photography posts.