Engagement rate is a metric used in digital marketing to measure the level of interaction and involvement that an audience has with a specific piece of content or a marketing campaign. It is typically expressed as a percentage and is calculated by dividing the number of engagements (such as likes, comments, shares, clicks) by the total reach or impressions of the content, then multiplying by 100.
The formula for engagement rate is:
Engagement Rate = (Engagements/Reach or Impressions) × 100
A higher engagement rate indicates a more positive response from the audience, suggesting that the content is resonating well and capturing attention. Engagement rate is a valuable metric for assessing the effectiveness of social media posts, email campaigns, and other digital marketing efforts, providing insights into audience interaction and interest. It helps marketers gauge the success of their content strategy and refine future campaigns based on audience preferences and behaviors.