Social Media Engagement Rate

29 April 2024

In the digital age, social media has become a powerful tool for businesses and individuals to connect with their audience. One of the key metrics to measure the success of your social media strategy is engagement rate. 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 engagement rate 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.

Why is engagement rate important for social media strategy

Engagement rate plays a crucial role in evaluating the effectiveness of 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.

How to Calculate Engagement Rate for Social Media

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 account is different, so a one-size-fits-all formula won’t suffice. 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

Average Engagement Rate on Social Media

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.

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

Average engagement rate on Instagram

The average engagement rate on Instagram, across all industries and types of post is around 0.70%, and is considered the platform with the second best average engagement rate after TikTok. However, an average engagement rate over 1% is considered quite good. 

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

Average engagement rate on Instagram by post type: 

  • Instagram carousel post engagement rate: 1.1% 
  • Instagram video post engagement rate: 0.78% 
  • Instagram Reels engagement rate: 1.23% 

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.

➡️ 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 0.05%. 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 2.65%.

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 ⬅️

How to Increase Engagement on Social Media

  • Create Compelling Content: Craft engaging, informative, and entertaining posts that resonate with your audience. 
  • 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.
  • Engage With Your Audience: Respond to questions and comments from your followers to spark meaningful conversations, provide insight into products or services they may be interested in, and encourage user-generated content by reposting it. 
  • Post Consistently: Regularly posting quality content keeps your brand at the forefront of your audience’s mind and encourages engagement. Consider utilizing a content scheduling tool, and remember to look at the best times to post on social media. 
  • 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.

Track Your Social Media Engagement with Metricool

Metricool provides a powerful social media analytics tool that helps you monitor interactions, comments, likes, and shares on various social platforms. This is crucial for understanding your audience’s preferences and improving your social media strategy to boost engagement.

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.

Sara Martín Sara Martín , 29 April 2024


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