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Social Media Engagement Rate

14 February 2025

Social media engagement rate is one of the key metrics to measure the success of your social media strategy and the effectiveness of your content. Below, we delve into what engagement rate is and why it’s so important to your social media strategy, as well as how to calculate your engagement rate and benchmarks for different social media platforms.

What is Engagement Rate?

Engagement rate in social media is a key metric that measures the level of interaction users have with specific content. This rate is usually calculated by dividing the total number of interactions (such as likes, comments, shares) by the number of people who viewed the post, expressed as a percentage.

A high engagement rate signifies that the content resonates with the audience, showing its relevance, interest, and value. This can result in increased brand awareness, customer loyalty, and conversions.

Engagement Rate Metrics

Likes
Mentions
Saved posts
Direct messages
Shares
Reposts
Comments
Clicks (To links in bio or in content links)

Engagement rate is crucial for evaluating your social media strategy. It provides insights into the performance of your content and its resonance with your audience.

A higher engagement rate indicates that your content is capturing the interest of your audience and motivating them to engage with your brand. This can result in increased visibility, as social media platforms often prioritize and boost content with high engagement levels. Moreover, maintaining a consistently high engagement rate showcases your ability to cultivate a dedicated and active community around your brand.

Engagement on social media goes beyond likes; it encompasses the interactions your audience has with your brand. To boost engagement, aim for active discussions and interactions rather than just passive likes. There are various ways to measure engagement rates, and it’s essential to tailor your approach to fit the unique characteristics of each social platform.

Each campaign is different, so a one-size-fits-all formula isn’t good enough. Consistency in using publicly available metrics and applying the same formula is key to making meaningful comparisons.

Metricool allows you to customize your engagement calculation, with the default formula multiplying by 100, but you can opt for x1000 instead. For smaller accounts, the x100 multiplier is typically recommended as an industry standard, while larger accounts may benefit from the x1000 multiplier.

Metricool standard engagement rate formula:
(Total Interactions / Total Reach) x 100 = Average Engagement

When it comes to engagement on social media, there can be significant differences between platforms. It’s also challenging to pinpoint the exact average engagement rate for each platform, as various sources may provide different figures. It’s crucial to keep in mind that many factors, such as industry, audience, and content type, can impact engagement rates.

If you’re interested in comparing your engagement rate with that of your industry competitors, Metricool offers a social media competitor tracker. This tool can help you set realistic engagement rate goals by benchmarking your performance against others in your field.

How to Perform a Social Media Competitor Analysis

Below, you’ll find the average engagement rate for different social media platforms.

Average engagement rate on Instagram

According to our 2025 Social Media Study, accounts with 2,000-50,000 followers achieved an engagement rate of just over 5% on Posts and slightly more on Reels. Instagram is considered the platform with the second-best average engagement rate after TikTok.

It’s important to remember that different types of Instagram posts have different average engagement rates.

Here are the average engagement rates on Instagram by post type, for all account sizes:

Instagram carousel post engagement rate: 0.69%
Instagram video post engagement rate: 0.55%
Instagram Reels engagement rate: 0.5%

On Instagram, likes, comments, shares, saves, direct messages, profile visits, taps on Story stickers, clicks on the “Get directions” button, and the use of branded hashtags all contribute to your overall engagement rate.

Free Instagram Engagement Rate Calculator

Metricool’s FREE Instagram engagement calculator is here to help you understand how well your content is connecting with your audience, just follow these simple steps:

Visit Metricool’s Instagram Engagement Rate Calculator page with the button below.
Enter your Instagram username.
Receive engagement rate data with average likes and comments, and comparisons to similar accounts.

FREE Instagram Engagement Rate Calculator

➡️ Engagement on Instagram ⬅️

Average engagement rate on Facebook

Facebook’s average engagement rate across industries sits at a modest 0.15%. Despite the platform’s global popularity among both individuals and brands, it tends to lag behind other social media channels when it comes to user engagement rate. This stems from its often-changing algorithm favoring personal content, leading to challenges for businesses to attract user attention amidst content saturation and intense competition. Reactions, clicks, comments, shares, and DMs are all factored into the average Facebook engagement rate.

➡️ Engagement on Facebook ⬅️

Average engagement rate on Twitter (X)

The average engagement rate on X (Twitter) has been dropping in recent years, due in part to a decrease in its user-base. As of 2024, the average engagement rate on X (Twitter) is around 0.15%. All reposts, mentions, comments, and branded hashtags go towards a user’s average engagement rate on X (Twitter).

The decrease in Twitter’s user base is influenced by various factors, including a significant decline in active users post-Elon Musk’s takeover, the departure of influential users impacting advertiser appeal, content moderation issues allowing inappropriate content, advertiser withdrawals due to declining engagement, and potential technical issues affecting ad reach and user engagement.

➡️ Engagement on Twitter ⬅️

Average engagement rate on TikTok

TikTok has the highest average engagement rate of all social media platforms, with an average engagement rate of 2.5%.

There are several reasons behind TikTok’s exceptional engagement levels. Firstly, the platform’s video-centric nature is a key driver, with the majority of engagement coming from views rather than just likes and comments. Additionally, TikTok offers an incredibly personalized experience, serving up content that resonates strongly with its predominantly younger audience – a demographic known for being highly engaged on social media. And underpinning it all is TikTok’s sophisticated algorithm, which is designed to surface the most engaging content tailored to each individual viewer, further boosting that user interaction and keeping people on the app.

➡️ Engagement on TikTok ⬅️

Average engagement rate on LinkedIn

LinkedIn engagement has grown in recent months, while other social media platforms have seen a reduction in engagement. The average engagement rate on LinkedIn by impressions is 3.85%. However, it’s important to note that engagement rates vary significantly across different industries.

This growth can be attributed to its specialized focus, attracting professionals seeking industry-specific content and networking opportunities. The platform’s structure, with long-form articles and posts, fosters in-depth discussions, while tools like hashtags help content discovery. LinkedIn’s user base, predominantly professionals and business owners, actively participates in industry-related discussions and networking, supported by an algorithm that highlights engaging content. In contrast, platforms like Facebook and Twitter have faced challenges due to shifts in user behavior, algorithm adjustments, and intense competition for user attention, leading to decreased overall engagement rates.

➡️ Engagement on LinkedIn ⬅️

Average engagement rate on YouTube

The average engagement rate for YouTube differs by industry and niche. Though an engagement rate around 2% is considered good.

Factors like likes, comments, shares, video views, and subscribers/unsubscribes all influence your engagement rate on the platform. Moreover, elements such as video content, length, average view duration, average percentage viewed, playlists added, and shifts in YouTube’s algorithm play a role in determining engagement rates on the platform.

➡️ Engagement on YouTube ⬅️

Average engagement rate on Pinterest

The average engagement rate on Pinterest is calculated by dividing the total engagement (likes, repins, clicks) by the number of impressions and then multiplying the result by 100. This formula gives a percentage that reflects how engaging your content is relative to its visibility. A good engagement rate on Pinterest can vary based on the industry or campaign, audience, and other contributing factors. However, generally, anywhere between a 1% to 2% engagement rate is considered good.

➡️ Engagement on Pinterest ⬅️

Follow these useful tips to increase your social media engagement.

Utilize Relevant Hashtags

Use relevant hashtags to categorize your posts. Make sure to use a mix of niche hashtags as well as broader trending hashtags.

Consider Partnerships or Influencer Marketing

Collaborating with other brands or influencers can help you reach a wider audience and increase engagement. Look for partnerships that align with your brand values and target audience.

Be True to Your Voice

Authenticity is key to social media success. Showcase your company’s personality and values in your posts to set yourself apart from competitors and create a loyal following.

Listen and publish

Understanding how a social media strategy works is crucial. Social listening is a process that will help you to undertake this task. You will learn about what users are saying about your brand, and what feedback they have about your products or services.

Nowadays people love to share their opinions on different online platforms. Therefore, you can easily and effortlessly get valuable information about how your strategy is working.

Metricool will make it even easier for you!

With our tool, you can track the performance of your strategy regularly. In the Evolution panel, you can monitor the progress of your followers and engagement regarding the number of publications.

Get to know your audience

You need to understand your audience as well, so you know where to focus your social media strategies. If your content is unable to attract your target public, you will be wasting your time.

Spending time to understand your customers and prospects’ needs and expectations is a must.

In short, apart from social listening, invest some time to create your buyer persona to start your marketing strategy.

Attract users without overwhelming them

The objective on social media is to capture users’ attention without making them feel overwhelmed.

Inbound marketing techniques are the best way to make the customer come to you more naturally and in a less invasive way.

People recognize spam instantly. So the idea is to get them to take the first step without pushing and invading their space.

Join the conversation

People love when they comment on a brand’s posts, and then that brand replies back to them. It makes them feel seen and encourages them to continue interacting with the brand.

When users ask questions or comment about your brand, show them your interest by acknowledging and answering their questions. It’s a smart way to keep the conversation moving forward to encourage interactions.

As we mentioned, engagement is the number of interactions that your brand receives in relation to your followers.

So, the quality of your content is crucial. Users will be encouraged to spend time on your posts and search for your publications. All this will positively impact the number of interactions you receive.

Analyze your engagement numbers, to see what content and messaging has worked best.

Show who is behind your brand

People want to see the real faces behind a brand, and not interact with a machine. Plus, it makes you as a brand more human and relatable. Being natural and approachable on social media is a great way to connect with your audience.

For example, when you recognize the faces behind the brand, it helps you to feel closer to them.

Stay up to date

If you want your audience to get involved, talk about the latest news and current issues.

It is easier to connect to other people when you talk about things that are current, they are probably up-to-date and interested in the matter too.

Post regularly

If you want engagement, you need to be posting. You will have to post often and regularly in order to increase your social media engagement and get more interactions.

Be actively present and review when your audience is more active on social media. Metricool helps you discover the best time to post for your account’s audiences on Instagram, Facebook or Twitter at no cost.

Plan your strategy and invest time in creating valuable and frequent content to increase your social media engagement.

It’s true that social networks were once photo-oriented. However, now video is becoming more and more dominant.

Some studies have concluded that videos help to create emotional ties with followers, and they prefer videos over images.

Analyze which formats work best with your audience and share what they like the most..

Pay attention to the copy

Images and videos are important but what about the copy?

It is an important part of your online publications even when it doesn’t take too much space. Many users read the text and it helps them to understand your message better. Use calls-to-action to boost your social media engagement.

Follow these simple tips and analyze their impact on your social media engagement.

Metricool is a powerful social media analytics tool that helps you monitor interactions, comments, likes, and shares on various social platforms.

Metricool Engagement Rate Formula

With Metricool, you can easily track the growth, engagement, and other key metrics of all your social media channels from one convenient dashboard. In addition, you can plan and schedule content for peak engagement periods, create and send automatic reports, respond to comments and messages efficiently through a single inbox, and track your ad campaigns.

Kalum , 14 February 2025