Engagement Rate
A metric that measures the level of interaction your content receives from your audience, typically calculated as total engagements divided by total reach or followers.
Engagement rate measures how actively your audience interacts with your content on social media. It includes likes, comments, shares, saves, and clicks, divided by the number of people who saw the post (or your total follower count, depending on the calculation method). A post seen by 1,000 people that receives 50 total interactions has a 5% engagement rate.
This metric matters more than follower count for small businesses. Having 10,000 followers means little if nobody interacts with your posts. A smaller, highly engaged audience of 500 people who regularly comment, share, and click through to your website is far more valuable than a large, passive following. Social media algorithms also reward engagement — posts with higher interaction rates get shown to more people organically.
Average engagement rates vary by platform. Instagram typically sees higher engagement (1-3%) than Facebook (0.5-1%) or Twitter (0.02-0.05%). Video content and authentic, behind-the-scenes posts tend to generate more engagement than polished promotional content. Posts that ask questions, share useful tips, or tell stories about your business tend to outperform generic announcements.
To improve your engagement rate, focus on understanding what your specific audience responds to. Review your analytics to identify your top-performing posts and create more content in that style. Reply to every comment to encourage ongoing conversation. Post consistently at times when your audience is most active, and don’t be afraid to show the human side of your business.