Everything you need to know about the engagement rate in 2022
- Engagement rate: definition & keys to understanding
- Significant differences from one social network to another
- How to calculate your engagement rate?
- The three most commonly used formulas for calculating engagement rate
- Engagement Rate vs. number of followers
- Engagement rate versus reach
- The rate of engagement compared to impressions
Engagement rate: definition & keys to understanding
First of all, what is the engagement rate? Strange as it may seem, there is still no single formula for calculating the engagement rate. However, it is generally agreed that the engagement rate measures the sum of interactions obtained by a social media content in relation to the reach or other audience figures (e.g. total number of subscribers). The interactions included in its calculation can be reactions, likes, comments, shares, saves, direct messages, mentions, clicks and more, depending on the social network.
Overall, the engagement rate is a measure used to determine the percentage of people who interact with content on social networks. It is a key value for understanding the performance of an account. Of course, the number of followers, likes or comments is relevant, but calculating the engagement rate allows us to better understand the attractiveness of an account. It also allows us to verify that the relationship with the followers is strong and healthy, because if they are willing to take the time to comment on a piece of content, it means that they are attentive to it and therefore probably ready to be transformed into potential customers one day.
This is why the engagement rate is frequently found in the media kits shared by KOLs before a collaboration or to calculate the ROI of an Influencer Marketing campaign.
But what is the average engagement rate in 2022? How do you know if your engagement rate is good or if you need to update your social media strategy to improve it? We tell you everything!
Significant differences from one social network to another
There are significant differences in average engagement rates from one social network to another, so it is not always easy to understand. We have condensed for you the essential key figures to know for the main social networks.
In the third quarter of 2021, Facebook reported approximately 1.93 billion daily active users. This makes it the most used social network worldwide again this year. In France alone, there are 40 million monthly active users. With so many active users, it’s hard to keep up. This is why Facebook’s average engagement rate is relatively low. In 2021, the average engagement rate of a public Facebook page was 0.26%.
The social network owned by the Meta group (formerly Facebook) has surpassed 2 billion monthly active users worldwide, including 21 million users in France alone, this year. Until now, Instagram has enjoyed a high average engagement rate compared to other existing social networks, but this year, 2021, has seen a sharp decline for the social network. Today the average engagement rate on Instagram for a public account is 0.82%. There are differences depending on the type of content published, with an average engagement rate of 0.83% for photo posts, 0.61% for video posts and 1.08% for carousels.
The Chinese social network needs no introduction and will continue its rise in 2021, with more than one billion monthly active users worldwide, including 14.9 million in France. In terms of engagement rates, it has what it takes to make its competitors pale in comparison, since in 2021 the latter will be around 8.5%. It is therefore much higher than the average rates of older social networks.
The professional network with over 774 million members worldwide has an average engagement rate of 2.61% in 2021. An estimated 130,000 posts are created and published on the social network each month.
Pinterest has been steadily coming up with new features during 2021, including the introduction of its « idea pins » which put more emphasis on content creators. On Pinterest, 40% of total engagement comes from related searches. Another interesting figure is that 91% of people say Pinterest is a place of positivity. At a time when the devastating effects of social networking on mental health, particularly for young people, is being pointed out, Pinterest is doing well.
In 2021, Twitter will have 187 million daily users, including 16.4 million in France. In terms of engagement rates, since the beginning of 2021 the average engagement rate on the social network has fallen sharply to just 0.05%.
YouTube has a total audience of 2 billion users per month, including 46 million monthly active users in France alone. Contrary to Twitter, the average engagement rate of Youtube has not stopped growing this year. In 2021 the average engagement rate for a posted video is 1.7%.
How to calculate your engagement rate?
As we mentioned earlier, the engagement rate can be calculated in different ways depending on the types of interactions you want to monitor. Here is the list of interactions that can be taken into account when calculating the engagement rate and beware, there are many of them but they are all equally essential:
- direct messages
- clicks on the links (stories)
- clicks on link in bio
- profile visits
- quotes from tweets
- taps of stickers (stories)
- getting directions (Instagram only)
- use of branded hashtags
The three most commonly used formulas for calculating engagement rate
Engagement Rate vs. number of followers
This formula is the most common way to calculate the rate of engagement with a piece of content. It measures the engagement of followers with a post.
ER per post = total interactions on a post / total followers * 100
To calculate the average, simply add up all the engagement rates per post and divide them by the total number of publications analysed:
Average ER = total ER post / total posts
Engagement rate versus reach
Another way of calculating the engagement rate is to relate it to the actual reach. As we have seen, the total number of subscribers no longer means that all of a person’s subscribers have been brought to see a publication. Engagement Rate by Reach (EER) is therefore more reliable as it measures the percentage of people who chose to interact with a piece of content after seeing it.
You can choose to calculate the engagement rate by reach for a single post using the following formula:
ERR = total post engagement / post reach * 100
Or you can also choose to calculate the average engagement rate versus reach by analysing multiple posts, which will give you a better estimate of the average engagement rate of a person versus their actual reach. To do this you simply add up all the ERRs of the posts you wish to analyse and then divide by the total number of posts analysed.
Average ERR = Total ERR / Total posts analysed
The rate of engagement compared to impressions
You can also choose to calculate the engagement rate in relation to impressions. As we saw earlier, reach measures the number of people who see a piece of content, while impressions show how many times this content appears in the news feed of Internet users. The calculation is therefore similar, you just need to replace the reach figure by the impressions figure to obtain the following formula:
ER impressions = total post engagement / post impressions * 100
In the same way you can also calculate the average engagement rate on impressions using this formula:
ER impressions average = ER impressions total / total posts analysed
There are many other formulas for calculating engagement rates, such as the daily engagement rate, the engagement rate per video (on YouTube or TikTok for example), you can also decide to add more weight to a certain type of interaction such as comments for example and choose to calculate your engagement rate by adding more (or less) weight to a certain type of interaction.
It’s not always easy to find your way around, nor to find the time to make all these calculations, which is why technological Influence Marketing solutions such as Kolsquare allow you to know in real time the rate of engagement of the KOLs (Key Opinion Leaders) that you follow and activate. This saves you precious time when identifying your content creators or reporting on your Influencer Marketing campaigns (also available on the Kolsquare platform). Would you like to know more? Contact our dedicated experts now: