Post Engagement Rate

Date created: Jul 24, 2020  •   Last updated: Jun 24, 2021

What is Post Engagement Rate?

Post Engagement Rate is the ratio of interactions with a social media post to the total number of followers the page or profile has. This metric shows how involved followers are with the content posted on a social media page. Generally, higher Post Engagement Rate shows higher levels of follower involvement.

Alternate names: Page Engagement Rate, Content Engagement Rate

Formula

ƒ Sum(Post Engagement) / Count(Followers)
ƒ Sum(Clicks + Likes + Comments + Shares + Follows) / Impressions

How to calculate

A business with 4,000 followers on Instagram has a post which has received 100 likes. The Engagement Rate of this post would be 100/4000 which equals 2.5%. Another less popular post on the same page with only 20 likes would have an Engagement Rate of 0.5%.

Post Engagement Rate

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What is a good Post Engagement Rate benchmark?

The benchmark for Post Engagement Rate varies across industries and social media platforms and is generally higher on Instagram. For Facebook, the median Engagement Rate is 0.08%, whereas the median is 0.98% for Instagram and 0.045% for Twitter, according to a 2021 Social Media Industry Benchmark Review by RivalIQ.

Facebook Engagement Rate by Industry

Facebook Engagement Rate by Industry

Rival IQ, Feb 2021
Instagram Engagement Rate by Industry

Instagram Engagement Rate by Industry

Rival IQ, Feb 2021
Twitter Engagement Rate by Industry

Twitter Engagement Rate by Industry

Rival IQ, Feb 2021
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More about this metric

Social media platforms host millions of accounts, each vying for the attention and followership of consumers who have endless options. In the highly competitive environment of social media marketing, generating post interactions is the end goal of increasing follower count.

Post Engagement Rate is the ratio of post engagement to the total number of followers the page or profile has. This metric shows how involved followers are with the content posted on a social media page. Generally, higher Post Engagement Rate shows higher levels of follower involvement.

This metric differs based on the social media platform, brand awareness, target audience, and industry. However, it allows businesses of different sizes to utilize a single, comparable metric.

Post Engagement Rate can indicate several different things about a social media page:

1. Low Engagement Rate with high follower count may suggest that users do not find the content interesting or that there are many “bot” followers. 2. High Engagement Rate with high follower count is the optimal scenario; the page is popular, and followers enjoy interacting with the content. 3. High Engagement Rate with low follower count indicates that the page does not have a wide reach. It may also indicate that the page is newly created. 4. Low Engagement Rate with low follower count shows that the page may benefit from changes in content and visibility generating options such as hashtags. This is also likely for a page that is only several days old.

  Low Engagement Rate High Engagement Rate
Low Follower Count
  • Page lacks exposure and reach
  • Content doesn't attract followers or interactions
  • Content is not relatable
  • Page lacks exposure and reach
  • The business attracts a niche audience
  • The Business or page is new
High Follower Count
  • Page succeeds in gaining followers but is unable to sustain interest
  • Many bots or spam accounts follow the page
  • Content does not have a call-to-action
  • Optimal scenario 
  • Page is popular and attracts followers
  • Content is engaging and generates reactions from followers