Want to know how your content is performing? Come on, Learn How to Calculate Engagement Rate!

Engagement misses is a metric that can determine the success of posting social media content. If you want to upgrade brand awareness business through social media, then you need to learn how to count engagement rate.

Previously, let's find out the meaning, factors, benefits, how to calculate up to tools to count engagement rate below this.

What is Engagement Rate?

Launching from Hootsuite, engagement rate or engagement rate is a metric social media marketing which measures the number of interactions a piece of content (or a campaign, or an entire account) has and compares it to its reach or followers or audience size.

When it comes to social media analytics, follower growth is important, but it becomes a problem when your followers aren't interested in your content. Then, you need other people's involvement with comments, shares, likes, and other actions on content posts.

In addition, this metric can be a level indicator brand awareness to the public. Because it's an increase brand awareness can be obtained from posting content that gets a lot of attention from its followers.

Factors Affecting Engagement Rate

Menurut Sprout Social, there are several influencing factors engagement based on the platform used, including: 

• Website : scroll depth, average user length on a page, average page views, bounce rate, amount shares and various forms of conversion
• Social media: various media have included metrics to calculate the number likes, shares, and comments for each content
• Facebook : reactions, clicks, comments, and shares
• LinkedIn: interactions, clicks, followers gained, and posts
• Instagram: likes and comments
• Twitter: retweet, comments and likes
• Pinterest: likes, comments and pine
• Emailcampaign : open rates and click-through rates

3 Benefits of Calculating Engagement Rate

Engagement misses bring its own benefits to your business social media account, you know. Here's the explanation!

Assessing User Experience

In the context of a website, engagement rate a high indicates users can interact well with your content. That is, your campaign goals are achieved.

Whereas, engagement rate a low one indicates that you should improve your CTA or content to make it more appealing to users.

Review Campaign Effectiveness

banyak marketer who runs campaign on social media accounts. Then, to assess the level of success campaign these, usually by counting engagement rate.

Because, you can count the number of audiences who participated in campaign ongoing so they do a CTA action on their content.

Monitor Competitor Performance

In addition to monitoring personal performance, engagement rate can also help you evaluate the performance of your competitors, you know. From there you can learn strategy social media marketing from competitors.

Well, you can use tools like Analisa.io, because it can evaluate the performance of your Instagram and TikTok accounts as well as competitors.

6 Ways to Calculate Engagement Rate

Engagement based on Reach (ERR)

ERR is used to measure the percentage of people who interact with your content after viewing it. Regardless of whether the person is one of your followers or not.

Here is the formula from engagement rate first this:

ERR : (Sum engagement for post / reach for post) x 100

Then, to determine the average, add up all the ERRs of the posts you want to average, and divide by the number of posts : 

Average ERR : Total ERR / Total Posts

For example: [Content 1 (3.4%) + Content 2 (3.5%)] / 2 = 3.45%

Engagement based on Post (ERP)

As before, this formula also measures the number of people interacting with your content. But the difference is, you use your follower count instead reach as a divider.

Here is the formula of ERP:

ERP : (Total engagement in one post / Amount followers) x 100

Meanwhile, to determine the average with the formula:

Average ERP : Total ERP / Total post

For example: [Content 1 (4.0%) + Content 2 (3.5%)] / 2 = 3.75%

Engagement based on Impressions (ER Impressions)

impression rate measures how often the content appears on the audience's homepage. Here is the formula:

 ER Impressions : (Amount engagement in one post / Amount impressions) x 100

Average ER Impressions : Total ER Impressions / Total posts

Daily Engagement Rate (DER)

As the name suggests, this formula is useful for measuring levels engagement daily in your account. With DER, you can get information about how your followers interact on a daily basis.

The following is the DER formula and its average:

DER : (Amount engagement in one day / Number of followers) x 100

Average DER : [Total engagement for X days / ( X days x number of followers)] x 100

Engagement based on View (ERV)

This formula is ideal to use when measuring levels engagement on video content. It is just, views here is generic. That is, 1.000 counts views the gain can come from 250 users who view your posts repeatedly.

The following is the formula for the ERV and its average: 

ERV : (Amount engagement in post video / Amount views videos) x 100

Average ERV : Total ERV / Total posts

Factored Engagement Rate

This last formula only measures level engagement based on one of the factors, such as the number of comments or likes. 

For example, if you wanted to measure comments, then the formula would be something like:

ER-comments : [(Number of comments x 2) + engagement others] x 100

3 Tools to Calculate Engagement Rate

If you're lazy to calculate it manually, you can use tools the following :

Phlanx.com

Phlanx is a marketing platform that you can use to measure engagement Instagram, TikTok, YouTube, Facebook, Twitch and Twitter. Besides measuring engagement, Phlanx also has features competitor tracking and social media auditors.

This platform provides packages free trial for a month and paid plans start at $49 per month.

Analyze.io

This time platform can measure the level engagement Instagram and TikTok. In addition, you can get reports about hashtag frequently used and their demographics.

Analyze.io can be used for free although not all features you can use. To access all of its features, at least you have to pay a minimum of $ 69 per month.

Hootsuite

Hootsuite is a platform social media tools the famous. Hootsuite does provide free trial, but to be able to access all the existing features, you have to pay starting from $ 99 per month. 

Besides measuring engagement, you can also see which posts are getting the most engagement, how many people have visited your site, and see when your audience is most likely to view your posts.

How about this article? Hopefully after knowing how to count engagement rate, you can properly measure the performance of your social media campaigns.

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