Have a lot of followers on social media but a low engagement rate? That’s not a good sign. It means that the posts on your account are not very memorable for the audience. It’s like talking on a loudspeaker but not paying attention. As a result, the important information that you want to provide does not reach the reader. The campaign that had been prepared was in vain.

It is very important to create posts that can increase engagement. How? Here is the explanation.

What is Engagement Rate?

Engagement rate is a metric to measure audience engagement with your content. There are several ways to calculate it, starting from how long the audience reads the content, comments, likes, shares, makes calls to action, and so on.

What is the benchmark or standard for engagement rates for social media accounts or websites? The engagement rate for each type of business can be very different. You cannot be careless in comparing the engagement rate of your business account with other types of businesses.

Based on research, the average engagement rate for Facebook accounts is 0.09% while the average engagement rate for Instagram is 1.6%. Therefore, compare your account with competitors or similar businesses on the same medium. But all the results of the calculation must have their formula.

Why is Engagement Rate So Important?

You may still be wondering, what are the benefits of knowing the level of audience interaction with your account? Here’s the explanation!

1. Assess User Experience

A high engagement rate means that users can comfortably interact with your product or content. On the other hand, if the engagement rate is not good, then there may be several elements of the user experience that must be improved.

For example, CTA or Call to Action installed are difficult to find or not user-friendly. As a result, none of the visitors clicked on the CTA and the campaign objective failed to be achieved. Therefore, you must improve the elements of your website’s user experience. One of them is by fixing a more interesting CTA.

2.Monitoring Campaign Effectiveness

Content engagement rate can be one indicator of the effectiveness of a marketing campaign. Why? Because you can find out how much of the audience is engaged and make a purchase. If the engagement rate is still low, the campaign is likely less attractive. Whether it’s in terms of content, media used, or other factors. So, you can evaluate and improve your content campaign better.

Tips to Increase Engagement Rate

NoStrategies to Increase Engagement Rate
1Analyze the level of engagement that has been achieved
2Determine the right strategy for a brand
3First identify the audience of a brand
4Create engaging content
5Building conversations with the audience
6Schedule content regularly

3.Monitoring Competitor Performance

In addition to checking the performance of your account or website, you can monitor competitors’ performance through their engagement rate. To find out the rate of competitors, you can use analysis tools. For example, you want to see the engagement rate of a competitor’s Instagram account, then you just have to write a competitor’s account in the search column. As a result, you will see data ranging from the number of posts, followers, following, engagement rate, and even the average likes and comments.

You can check the engagement rate of competitor websites by using tools. You only need to enter the URL of the website you want to know then press enter.

If your competitor’s engagement rate is good, you can copy their marketing strategy. For example, competitors offer free ebooks to get quick leads. You can also imitate this strategy to make it more interesting.

How to Calculate Engagement Rate

Here’s how to calculate the engagement rate that you can try to assess your marketing media.

1.How to Calculate Social Media Engagement Rate

On social media, the calculation of post engagement rate becomes easier to see because every interaction made by followers is considered as an indicator of engagement rates such as likes, comments, and shares.

The formula for calculating Instagram engagement rate:

Engagement Rate (%) = (number of likes, comments, and shares/number of followers) x 100

The formula above is to measure the engagement rate of Instagram social media accounts in general. You can also measure the engagement of each post to find out its effectiveness.

2.How to Calculate Website Engagement Rate

In addition to social media, you can also calculate the engagement rate of your website. The calculation formula is almost the same, namely:

Website engagement rate formula:

Engagement Rate (%) = (Engaged Users/Total users) x 100

To measure an engaging website, you must first determine the purpose of the website page. For example, say you have a blog article that aims to get subscribers. This means that the measurement of engaged users is the number of visitors who subscribe after reading the article divided by the total visitors who read the article.

In addition to the methods above, there are metrics to measure engagement based on time. The following are the measurement metrics:

  • Average Visit Duration – a percentage of time visits to your website
  • Average Pages/Visit – a percentage of time visited per page
  • Bounce Rate – a percentage of visitors who leave the page without interacting

All of the time percentages listed above can be seen via Google Analytics. You just need to open the Audience menu > Behavior > Session Quality.


What can you get from the engagement rate?

-Engagement rate shows you how many people are connected to your brand and how often and a high engagement rate means more people are commenting, liking, sharing, and mentioning your brand and its content. A high level of engagement means a higher potential reach for a brand.

What is the difference between reach and engagement?

-Reach is the number of unique viewers who saw your content while engagement is those who interacted with your content.

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