Engagement rate is the percentage of your audience that interacts with a piece of content, rather than just scrolling past it. It’s calculated by dividing total interactions by a measure of audience size (usually followers, reach, or impressions), then multiplying by 100.

What counts as an interaction depends on the platform, but it typically includes:

The key thing to remember is that engagement rate measures quality of attention relative to audience size, which is why a small account can easily outperform a much larger one.

Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.

Engagement rate matters because it’s one of the few social media metrics that tells you whether your content actually connected with people. Follower counts and impressions measure exposure. Engagement measures response.

For marketing leaders, tracking the social media engagement rate across accounts serves four practical purposes:

In short, engagement rate is the metric that tells you whether your audience cares, not just whether they saw it.

You calculate engagement rate by dividing total engagements by an audience measure, then multiplying by 100. Which audience measure you use depends on what you’re trying to learn. There are three common methods:

Here’s how each one works. For more variations, including daily and cost-per-engagement formulas, see our full guide to measuring social engagement.

This is the most accurate measure of content quality, because it only counts people who actually saw the post.

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