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Finding The Right Engagement Rate for your…

Finding The Right Engagement Rate for your Facebook Page image

Engagement Rate is an invaluable metric that allows brands to monitor how well they engage their audience over social networks. But how do you calculate the perfect engagement rate for your Page?

Not only does Engagement Rate correlate with reach, but it also directly impacts the way you should communicate with your fans over social media. It is important to monitor your pages’ Engagement Rates in order to see how you perform in terms of reaching your fans, and in comparison to your competitors. You can calculate your Engagement Rate by using this equation:

Once you have figured out the Engagement Rate for your page, benchmark it against the global and industry standards found in the charts below.

Larger Pages have a Harder Time Engaging their Audience

The larger the fan base a page has, the more challenging it is for them to engage their audience. This means that admins of larger pages need to create even better quality content so that fans will interact with it. We measured the average Engagement Rates of brands from differing Facebook page sizes to determine the global standard. As you can see, it becomes difficult for pages with 1M+ fans to share their posts with large amounts of fans. Brands with smaller fan bases have an easier time reaching the fans they have, but this is no excuse for not trying to create the best content possible to help build a larger fan base and keep fans connected to the brand.

Where Does your Brand Place in your Industry’s Stan­dard?

Once you have calculated your page’s Engagement Rate, you can see where you rank in your industry by comparing your percentage with those in the chart below. It is important to benchmark your performance against your competition to determine whether your brand is being effective in social media.

The Automobile Industry comes in first with a .96% Engagement Rate! Automotive brands perform remarkably and companies from other industries should strive to engage their audiences as well.

You can monitor your brand’s performance with Socialbakers Analytics. Why not start your free trial today?

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  • Tom Hillman

    Hi guys, what is the average page engagement rate for the media/entertainment industry? Thanks!

  • Brian Park-Siart

    I have almost 20K fans on one of my companies page, (In the tour industry in Hawaii) and according to the calculations that you provided (I did for a 7 day week and calculated the average), I'm getting an average of a 9.1% engagement rate.

  • Alejandro Bravo

    Any chance of having this values updated to 2014? you have to consider all those algorithm changes that Facebook has done.

  • I agree to Diego, interaction/reach is the better interaction rate. As an admin of my FB page, I see the reach per post...

  • Nahum Hendricks

    Hi - I just want to check the algorithm used here.

    Daily Page Engagement Rate = (Like+Comment+Share / Total fans for the day) x 100

    in our case the algorithm looks like this:

    Daily Page Engagement Rate = (72 / 825) x 100
    Daily Page Engagement Rate = 8.72%

    Does this figure seem correct against the average figures you have suggested?

  • Vitor Matos

    Hi Lily, It’s not possible that your article and this other one http://www.socialbakers.com/…-a-facebook-page used the same formula! Differences are huge ... Could you please check your data in order to help us better understanding ER benchmarks?! Many many thanks in advance.

  • Tyš Síbrůková

    Hi Diego, thanks for the heads up. We also consider .96% to be remarkably high and applaud the automotive industry for their efforts! As far as the formula is concerned, the Total Reach data is not made public and is therefore can not be used. Thanks for your interest!

  • Diego Anderiz

    Do you not take into account the reach of the posts? It would make more sense to me that only the reaction to the post (likes, comments, etc...) / reach of the posts = engagement rate. Posts in Facebook dont reach the whole fan base. Another point being that in your graphic you indicate 0.96% and in the accompanying text you indicate 96% which seems remarkably high. Which is it?
    Keep the great info coming.
    Partner - GTO Europe

  • Tyš Síbrůková

    Hi Lily, in this study we are looking at the Page Engagement Rate (using the Page Engagement Rate formula added above), which takes into account all of the posts (and interactions) for that day. We've got the different formulas (Page vs Post ER) featured in this article: http://www.socialbakers.com/…ou-can-count-on. If you get a chance, check it out!

  • Lily Tomala

    In order to calculate Likes, Share & Comments on a given day, do you take the sum of the figure of those three things on the one post you've done that day OR do you use the Daily Page Engaged Users figure for that day?

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