What is engagement rate?

Engagement rate is a social media metric that measures how much users interact with a piece of content or an ad campaign. It typically includes actions such as likes, shares, comments, and clicks, and is often expressed as a percentage of the total number of impressions or followers.

• A higher engagement rate indicates the content resonates well with the audience, sparking meaningful interactions and fostering a sense of connection.
• A low engagement rate may suggest that the content isn’t compelling or relevant to the audience, prompting marketers to adjust their strategy or messaging.

Monitoring social media engagement rates allow marketers to gauge the effectiveness of their content, identify trends, and optimize their social media efforts to maximize audience engagement and achieve their marketing objectives. By fostering active participation and dialogue, brands can strengthen relationships with their audience, build brand loyalty, and drive growth through their social media channels.

Learn more about engagement rates and other paid and organic social media metrics in our 2024 social media benchmarks.