When it comes to social media, engagement encapsulates a variety of actions, such as
a “share” on Facebook or a “like” on Instagram. It is any interaction a fan has with your
social media content that shows they are interested in your post and may want to
support your business. A tool for social media analysis called the “engagement rate”
can be calculated by dividing the engagement volume by the number of users that could
have triggered the action. One way to calculate your engagement rate is by taking the
average amount of “likes” or “retweets” + “comments” and divide it by your follower
amount. If you have access to your social media analytics, it may also be calculated by
those same metrics divided by people who saw the post. After observing the percentage
of engagement on your social media channels, it is important to pay special attention to
the posts that are receiving the most engagement, so you can use that information to
optimize future posts. We will do this for you.
Example: What does my brand’s engagement rate mean? How does it compare to
others?
Instagram is known for having higher engagement rates compared to other social media
sites like Facebook and Twitter. Top brands on Instagram have an average per-follower
engagement rate of 4.21%. Instagram’s intriguing visual content combined with a
thoughtful, hashtag-driven caption has proven to be the ideal scenario for increased
follower engagement.
At first glance, many companies consider their engagement rates on Facebook to be
too low, but when compared to the averages for different “fan amounts” brands might be
surprised. After analyzing more than 500,000 Facebook pages, a social media
monitoring tool, found that:
Due to Twitter’s fast paced, real-time feed, not only can engagement be tougher to
come by, but brands also have to Tweet frequently to keep themselves relevant. So,
how do you compare? The average engagement rate of the top 25 brands is 0.07% per
tweet.
The content shared on LinkedIn, a B2B social platform, is very different from what is
shared on other social channels. Only 57% of companies are using LinkedIn pages,
which is surprising since a study of more than 5,000 businesses found that LinkedIn has
the highest visitor-lead conversion rate at 2.74%. According to Forrester, who analyzed
the top 50 global brands, company page updates see an average engagement of
.054%. Many companies are missing an opportunity to capture shares, likes, and
comments from their target audience.
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