Each week, we break down a different Facebook metric, discussing why it’s important, how it’s calculated, and what it means for your business. Find the full collection HERE, and also check out our Twitter Metrics Series.
Engagement Rate is a metric that marketers use to measure brands’ effectiveness at engaging their audiences, and recently Facebook announced that it will be introducing Engagement Rate in its updated Insights Tool.
Engagement Rate is used to compare engagement performance not only on a brand’s post but also across Facebook posts from brands with different audience sizes. However, the Engagement Rate metric within Facebook Insights is a post metric available only to Page Admins.
This results in some slightly different ways to calculate “Engagement Rate” and a different use case for each. By connecting to insights, brands can benchmark post performance with deeper levels of engagement. The other option allows you to compare engagement levels across posts from multiple Facebook pages.
Engagement Rate is designed to measure what share of your audience engaged with your content.
Facebook Insights data provides in-depth unique user totals for engagement actions on your posts, as well as post Reach. This allows the owner of a page to calculate engagement rate based on more than likes, shares, and comments.
When calculating Engagement Rate for Competitors, you don’t have access to their Facebook Insights data, but can still draw meaningful insights by looking at engagement relative to total fans. This method of calculating Engagement Rate can also be used to measure page Engagement Rate for your competitors, since it does not require page insights data.
This calculation for Engagement Rate can also be referred to as Engagement as a % of Total Fans. To draw meaningful conclusions, make sure that when comparing competitor engagement rates, you use this calculation for your brand as well.
This is also a quicker, simpler way to calculate engagement rate, so it may be easier to focus on when contextual focus needs to be elsewhere.
Engagement Rate on individual posts is also a valuable metric for comparing the quality of content that you post to your page. It gives you a way to compare engagement between two posts that reached a different number of users.
Knowing what share of your audience actually engages with content can indicate the quality of your audience as you grow fans over time.
When performing competitive analysis, Engagement Rate allows you to compare engagement on your page with pages that have different audience sizes. Comparing your Engagement Rate to that of your competitors can provide insights about the quality of your audience, and the your content effectiveness compared to others in your industry.
Want to learn more about Facebook metrics? Download our Complete Guide to Analytics on Facebook.