Engagement rates are the currency of the social media marketing industry.

Sure, vanity metrics like followers and impressions count for something. But engagement metrics like the number of likes and comments give your social media performance perspective.

Most social media marketing experts agree that a good engagement rate is between1% to 5%— but the more followers you have, the harder it is to achieve.

继续阅读了解更多关于不同engagement rate formulas — anduse our interactive engagement rate calculatorto find out how well your accounts are doing.

Bonus: Use ourfree engagement rate calculatorto find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.

What is engagement rate?

Engagement rate is a measure of how much of your audience actively engages with your content. Insocial media marketing,it measuresthe amount of interactiona piece of content (or a campaign, or a whole account) getscompared to reach or followers or audience size

Why is engagement rate important?When it comes tosocial media analytics, follower growth matters, but it doesn’t mean a lot if your audience doesn’t care about the content you post. You need comments, shares, likes and other actions thatprove your content is resonating with the people who see it。高接触也帮助哟u get better visibility on social media platforms and look more trustworthy to first-time profile visitors.

Common engagement rate metrics

Depending on the social channels you use, you may choose to include all or some of these metrics when calculating your social media engagement rate:

  • Instagram:Likes, comments, shares, saves, DMs, profile visits, Story sticker taps, clicks on the “Get directions” button, use of branded hashtags
  • Facebook:Reactions, clicks, comments, shares, private messages
  • Twitter:Retweets, mentions, comments, use of branded hashtags
  • Pinterest:Likes, comments, pins
  • LinkedIn:Likes, comments, reposts, shares via private message, custom button clicks
  • TikTok:Likes, comments, saves, shares
  • YouTube:Likes, comments, shares, downloads, saves

Free engagement rate calculator

Are you ready to calculate your engagement rate? Use the calculator below to find out yourengagement rate by post

Note:If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific campaign, only include the details of the posts that were part of the campaign.

Engagement rate calculator
Your engagement rate:

If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions),download our free spreadsheet calculatorthat will do the math for you.

Or, better yet,start a free 30-day Hootsuite trialtoeasily track the performance of all your social channels in one place(so you can replicate what works and get more engagement).Hootsuite Analytics collects your stats fromFacebook, Instagram, Twitter, LinkedIn, and TikTok

With Hootsuite Analytics, you can also:

  • Find out when your audience is online
  • Get personalized recommendations for your best times to post for each of your accounts
  • Easily view industry benchmarks and see how you compare to competitors

Hootsuite Analytics dashboard showing engagement rates for posts on 4 different social networks

Start free 30-day trial

6 engagement rate formulas

These are the most common formulas you’ll need to calculate engagement rates on social media.

1. Engagement rate by reach (ERR): most common

This formula is themost commonway to calculate engagement with social media content. ERR measures the percentage of people who chose to interact with your content after seeing it. Use the first formula for a single post, and the second one to calculate the average rate across multiple posts.

  • ERR = total number of engagements per post / reach per post * 100

To determine the average, add up the all the ERRs from the posts you want to average, and divide by number of posts:

  • Average ERR = Total ERR / Total posts

In other words: Post 1 (3.4%) + Post 2 (3.5%) / 2 = 3.45%

Pros: Reach can be a more accurate measurement than follower count since not all your followers will see all your content. And non-followers may have been exposed to your posts through shares, hashtags, and other means.

Cons: Reach can fluctuate for a variety of reasons, making it a different variable to control. A very low reach can lead to a disproportionately high engagement rate, and vice versa, so be sure to keep this in mind.

2. Engagement rate by posts (ER post): best for specific posts

Technically, this formula measures engagements by followers on a specific post. In other words, it’s similar to ERR, except instead of reach it tells you the rate at which followers engage with your content. Most social media influencers calculate their average engagement rate this way.

  • ER post = Total engagements on a post / Total followers *100

To calculate the average, add up all the ER posts you want to average, and divide by number of posts:

  • Average ER by post = Total ER by post / Total posts

Example: Post 1 (4.0%) + Post 2 (3.0%) / 2 = 3.5%

Pros: While ERR is a better way to gauge interactions based on how many people have seen your post, this formula replaces reach with followers, which is generally a more stable metric. In other words, if your reach fluctuates often, use this method for a more accurate measure of post-by-post engagement.

Cons: As mentioned, while this may be a more unwavering way to track engagements on posts, it doesn’t necessarily provide the full picture since it doesn’t account for viral reach. And, as your follower count goes up, your rate of engagement could drop off a little.

Make sure to view this stat alongside follower growth analytics.

3. Engagement rate by impressions (ER impressions): best for paid content

  • ER impressions = Total engagements on a post / Total impressions *100
  • Average ER impressions = Total ER impressions / Total posts

Pros: This formula can be useful if you’re running paid content and need to evaluate effectiveness based on impressions.

Cons: An engagement rate equation that uses the number of impressions as the base is bound to be lower than ERR and ER post equations. Like reach, impression figures can also be inconsistent. It may be a good idea to use this method in conjunction with reach.

4. Daily engagement rate (Daily ER): best for long-term analysis

  • Daily ER = Total engagements in a day / Total followers *100
  • Average Daily ER = Total engagements for X days / (X days *followers) *100

Pros: This formula is a good way to gauge how often your followers interact with your account on a daily basis, rather than how they interact with a specific post. As a result, it takes engagements on new and old posts into equation. This formula can also be tailored for specific use cases. For instance, if your brand only wants to measure daily comments, you can adjust “total engagements” accordingly.

Cons: There’s a fair amount of room for error with this method. For instance, the formula doesn’t account for the fact that the same follower may engage 10 times in a day, versus 10 followers engaging once. Daily engagements can also vary for a number of reasons, including how many posts you share. For that reason it may be worthwhile to plot daily engagement versus number of posts.

Bonus: Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.