Let's Get Engaged...

Engagement is the name of the game. It's not just about gaining followers or posting content; it's about building meaningful connections with your audience. One of the key metrics to gauge the success of your social media efforts is the engagement rate. In this blog post, I'll delve into what engagement rate is, how it's measured, and why it's crucial to track.

What is Engagement Rate?

Engagement rate is a measure of how actively your audience interacts with your social media content. It quantifies the level of engagement (likes, comments, shares, clicks, etc.) your posts generate relative to the number of people exposed to that content. It provides a valuable snapshot of your audience's interest and how effectively your content resonates with them.

How to Calculate Engagement Rate

The formula for calculating engagement rate is relatively straightforward:

Engagement Rate (%) = (Total Engagement / Total Followers or Reach) x 100

Total Engagement includes likes, comments, shares, and any other forms of interaction on your posts. Total Followers or Reach represents the number of people who saw your content.

For example, if you had 1,000 total engagements and 10,000 followers, your engagement rate would be:

(1,000 / 10,000) x 100 = 10%

You can create complex algorithms to factor daily engagement on each post, but I find it easier to generalize the engagement rate on a monthly basis.  At the end of each month, I use the information from Facebook Professional Dashboard.  

The data found on the dashboard encompasses 28 day, so you must first divide the Post Engagement number by 28 before using the Engagement Rate calculation.

Post Engagement 8,734/28=311 (average daily engagement)

Average Daily Engagement 311 / Followers 4,649 = .0668  x 100 = 6.68% Engagement

That's a very good Engagement Rate -- the result of adhering to the social media marketing strategies that I include in my weekly blogs.  Increased engagement equals increased conversions, which result in increased sales.  That's what we're all going for, right?

What's a Good Engagement Rate?

Each industry collects it's own Engagement Rate data.  I'm including information for the quilting industry, since 95% of my followers are in the quilting industry.  (if you want data for other industries, contact me by email)

Engagement rates in the quilting industry can be influenced by the highly passionate and dedicated community that shares a common interest. Typical engagement rate statistics for the quilting industry:

• Facebook: Typical engagement rates for quilting-related content on Facebook can range from 2.5% to 5%. Groups and pages that foster discussions, share patterns, and celebrate quilting culture often achieve the higher end of this range.

• Instagram: The quilting community on Instagram is active and highly engaged. Typical engagement rates for quilting accounts range from 6% to 10% due to the visual nature of the craft.

• Pinterest: Pinterest is a popular platform for quilters to discover and save ideas. Typical engagement rates for quilting pins can range from 4% to 7%, with well-optimized pins performing better.

A good engagement rate in the quilting industry typically exceeds the typical averages:

• Facebook: A good engagement rate for quilting-related content might be 6% or higher. Active participation in discussions, sharing intricate designs, and fostering a sense of community can drive these higher rates.

• Instagram: A strong engagement rate for quilting enthusiasts could be 10% or more. Consistently sharing high-quality photos of quilts, behind-the-scenes content, and engaging with the quilting community can help achieve this.

• Pinterest: A good engagement rate for quilting pins might be 8% or higher. This can be achieved through well-curated boards and pins that cater to the interests of the quilting audience.

Why Track Engagement Rate?

Your Engagement Rate drives the Facebook Algorithm, determining the length of time your post remains in the Newsfeed and how many people Facebook exposes your post to.  

Besides that, tracking your Engagement Rate is important for many reasons:

• Audience Feedback: Engagement rate reflects your audience's response to your content. It's like a two-way conversation, and higher engagement rates indicate that your content is striking a chord with your followers.

• Content Effectiveness: By monitoring your engagement rate over time, you can identify which types of content resonate best with your audience. This information can guide your content strategy, helping you create more of what your audience loves.

• Brand Visibility: High engagement rates can boost your brand's visibility. When people engage with your content, it's more likely to appear in their friends' or followers' feeds, increasing your reach organically.

• Quality Control: Lower engagement rates can serve as a signal that something may be amiss with your content strategy. It can prompt you to reevaluate your content, posting times, or engagement tactics.

• Competitive Analysis: By comparing your engagement rate with competitors in your niche, you can gain insights into how you stack up. This competitive intelligence can help you fine-tune your social media strategy. Note, you can only do this if you contract with a 3rd party software that tracks your competitors' information.

• ROI Measurement: Understanding your engagement rate allows you to assess the return on investment (ROI) of your social media efforts. If your engagement rate correlates with your business objectives, you can see the tangible results of your social media marketing. ROI typically applies to paid boosts and advertisements.  If you are 100% organically marketing, then you might want to think of this measure as ROE - return on effort.

The Last Word...

Engagement rate is a vital metric for anyone looking to succeed in the world of social media. It offers a window into the minds of your audience, helping you tailor your content and strategy to better connect with them. Tracking engagement rate can be a powerful tool for growing your brand, building relationships, and achieving your social media marketing goals. So, keep an eye on your engagement rate, analyze the data, and use it to guide your journey towards social media success.

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