What does “Engagement Rate” mean?

Engagement rate is a metric used in social media marketing to determine how effectively content captures an audience’s attention and drives interaction. It’s typically calculated as a percentage based on total engagement (likes, comments, shares, saves) divided by reach or follower count.

A high engagement rate usually means your content is resonating well with your audience, while a low rate may indicate the need for adjustments in content strategy.

Example

"This post had an engagement rate of 7%, which is well above our usual average."

What are ways to use “Engagement Rate” on social media?

Marketers and creators use engagement rate to gauge content performance, track audience interest, and optimize future posts. It’s often used in reports, influencer evaluations, and platform algorithms that prioritize high-performing content.

It also helps determine which types of content—videos, carousels, polls, etc.—generate the most meaningful interactions from followers.

Pro Tip

Don't rely solely on reach or follower count. Use engagement rate to identify what truly connects with your audience and refine your content strategy.

Related Terms

Reach, Impressions, Social Media Analytics, Influencer Marketing