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Engagement rate is a metric that measures how actively the company’s clients are involved in its content. For example, the engagement of clients can be seen through the number of likes and comments under the company’s posts on social media.
Key components of the engagement rate
It’s difficult to define how “engaged” the audience is in the company’s content because factors change according to the context and social media. That’s why the engagement rate is defined individually for each type of social media. Here are some examples:
- Websites: Average time on the page, page views, the number of conversions, and subscriptions.
- Twitter: Number of retweets, replies, and likes.
- LinkedIn: Interactions with a page, clicks, followers acquired.
- Facebook and similar social media: Clicks, shares, comments, and reactions.
- Instagram: likes, comments, subscriptions, and stories mentions.
- Email campaigns: click-through and open rates
Importance of the engagement rate
Engaging campaigns play an important role in modern business because it influences the company’s visibility on social media, customer relationships, and a general level of credibility. In terms of the company’s success, the engagement rate is a good metric to evaluate in a marketing competitive analysis.
Ways to use engagement rate
Companies can use the engagement rate to better understand areas of their customers’ interests and provide them with relevant content. In general, engagement rate can be used to:
- Measure success of specific campaigns. When a business launches a new campaign, engagement rates can demonstrate the reaction of the audience to new products and services.
- Target audience. Engagement rate allows providing analysis regarding specific demographics such as age, location, gender, etc. If something doesn’t match the company’s buyer persona, a marketing team should reconsider the strategy.
- Performance on social networks: Engagement rate provides data about the number of people interacting with the pieces of content on every social platform. When a company knows which social media is the most successful, it can navigate the resources for campaigns accordingly.
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