Larger social media followings mean more likes, comments, and shares for every post. It doesn’t mean the quality of their content is higher, though.

Regardless of how many people follow a certain account, the engagement rate provides a measure of the content’s value.

Why is There Such a High Rate of Engagement?

The engagement rate measures how often your social media posts are interacted with on average by each of your followers.

To determine your engagement rate, multiply your total number of followers by 100% and then divide by the number of times your post was interacted with.

Simply put, it’s a metric that accounts for how well your material does not just because of the number of people who follow you.

Whether a like, reaction, share, or comment is considered an engagement varies by platform.

The importance of monitoring engagement rate.

Because it takes into account the total number of your followers, your engagement rate is a reliable indicator of the value of your posts.

One indicator of low-quality content production is when a brand has millions of followers but just a few hundred interactions per post.

One extreme case is an account with tens of thousands of followers yet a lot of engagement on each post. A lot of people would be interested in that.

Low levels of engagement can also be an indication that the material you’re making isn’t relevant to your target demographic. A low interaction rate could indicate that you’ve attracted a significant number of people who aren’t your ideal clientele.

Or maybe you’ve built a fan base simply through your name recognition, but you’re not delivering the goods when it comes to content.

Understanding the Formula for Measuring Participation

When determining the engagement rate, take the total number of interactions and divide that number by the number of followers.

The formula for the participation rate is:

The percentage of a given audience that is actively engaged is calculated as:

When this occurs:

Sum of All Interactions Equals Total Engagement (shares, comments, reactions, etc.)
The quantity of people who follow your account is equal to your total followers.
Assume that after posting to Company A’s 10,000 Facebook fans, the following responses were obtained:

200 likes
A hundred responses
Fifty Parts
Together, that’s 350 people they’d have to convince to join in on the action (200 + 100 + 50). Put this into the equation:

When multiplied by 100, 350/10000 equals 3.50% for Company A’s engagement rate.

Finally, you have it! With this simple formula, you may make your own engagement rate calculator.

What Is a Desirable Level of Participation?

You need to compare your engagement rate to something else to know if it is excellent or terrible. Moreover, you can begin by pondering your ultimate objective and then establishing appropriate metrics.

• The results of your content over a specific time frame (benchmark against your own engagement rate over time)
• evaluates how well you’re doing in comparison to the competition (benchmark against your key competitors)
• Establish a standard for the level of social media activity in your field (benchmark against top industry players)
• Examine how well you’re doing on various social media sites and compare your results. (Use your own social networking profiles as a yardstick)

This is the kind of thing that would normally take hours to calculate or report. But a programme like Keyhole can determine your participation rate in few seconds. Learn how your material has fared over time and compare your profiles to those of your peers and the competition with the help of the “Comparisons” feature.

In addition to saving almost 5 hours each week on tedious tasks like manual reporting, calculating, and benchmarking, this is just one of the numerous ways Keyhole users may gain access to actionable social media ROI details.

Summary and Conclusions

However, it’s not enough to only figure out the participation rate. In order to grasp all of the key metrics that help you evaluate your impact on social media, you need a social media analytics tool.