When a brand wants to judge the “influence” of a creator, they use several metrics. The most common that every creator, small or big, knows is the follower count. Another is the number of likes and impressions achieved. 

But slowly, brands are waking up to realise two things. First, that a higher following doesn’t equal a better outcome, sometimes it is nano- and micro-influencers who achieve more dependable results. Second, things such as like count are vanity metrics. They look good on paper but don’t produce any hard returns. 

This has switched the focus to engagement rates. 

What’s that?

Let’s say you publish a photo on Instagram. The number of users who interact with that content, i.e., share, comment or show a reaction, is its engagement. 

To calculate the engagement rate of that photo, measure the total number of interactions against its reach. Confused a bit?

Well, that’s what we clarify here!

Here’s How You Calculate Your Engagement Rate!

Before we move on to the formula for engagement rate (ER), let’s get why ER is necessary for a creator out of the way. 

Unlike vanity metrics, the engagement rate gives a reliable and quantifiable figure on how effective a creator is or how successful an influencer marketing campaign was. It is why brands now use it to evaluate the ROI of all social media campaigns. And why ER is the biggest selling point in a creator’s media kit.

Now back to regular programming.

There is no fixed method to calculate the engagement rate; you can use any of the following too. 

Engagement Rate Formula 1:

First, you measure the per post engagement rate by reach with this formula:

(total engagements per post / reach per post) * 100 = ERR

Then calculate the average ER for your entire page through:

add all the ERR of all posts / total number of posts = average ERR

This method is popular because it factors in reach. This includes not only your followers but any social media user who doesn’t follow you but did interact with your post!

Engagement Rate Formula 2:

A second method to find out your ER is by post. For this, first, calculate the per post engagement:

(total engagement on the post / total no of followers) * 100 = ER by post

Then calculate the average ER for your entire page through:

total ER by post / total posts = average ER by post

This method is best if your reach fluctuates widely. The ER by post, in that case, gives a more consistent image because it only factors in your followers and not anyone else who may have engaged with the post. 

Engagement Rate Formula 3:

A third way to track your ER is by impression. Reach is the number of people who see your content. Impression is the number of times a content appears on the screen. We further clarify the difference between impression and reach here.

For this, first, calculate the per-post engagement:

(total engagements on a post / Total impressions) *100 = ER by impressions

Then calculate the average ER for your entire page through:

total ER impressions / total posts = average ER by impression

This formula to calculate your engagement rate is ideal when you publish paid content and have to provide a brand with facts and figures on how well it performed. 

Engagement Rate Formula 4:

The last formula to calculate your engagement rate takes into consideration the number of people engaging with your account every day. For this, first calculate the per day engagement:

(total engagements in a day / total followers) *100 = per day ER 

Then calculate the average per day ER for your entire page through:

Total engagements for X days / (X days *followers) *100 = average per day ER

This tool to assess your engagement rate is apt when you want to know ‘how often’ does your audience interact with your posts because it tells you a daily figure. 

Which Method is the Best to Calculate Engagement Rate?

Each formula to find out your ER has its pros and cons. For example, the ER per day method can be customised. If you want to know how users commented on your page, you simply use that as a metric and then calculate. The advice is to experiment with the formulas and then find that fits you best. 

And if you’re looking for tricks to increase your engagement rate, then remember:

  • Post more and with captions. 
  • Include location tags and hashtags.

And read this awesome article that talks only about tips on raising your ER!