This is the rate in which potential customers engage with your business’s social media content.
It’s the best way to tell if your audience cares about what you’re posting on social media and what they want to see more of.
As you can imagine, there’s a great deal of data offered up by various social platforms to help you refine your activity, from post impressions to levels of engagement. Even sites such as Hootsuite offer a free engagement rate calculator. Many social media marketing experts agree that a good engagement rate is between 1% to 5% – but the more followers you have, the harder it is to achieve.
Top tip: If you’re not in a position to hire a social media / digital marketing professional currently, make sure your time is being spent wisely on the social channels that are used most amongst your target audience. For example, according to Statista, as of the third quarter of 2022, WhatsApp was the most active social network among internet users in the UK, with nearly 75% of internet users reporting use of the service. Facebook was very close behind, with a rate of 70.7%t, followed by Instagram with 56.4%.
Just because a social media channel is available, doesn’t mean it’s the right marketing channel for your business. Avoid spreading yourself thinly across too many accounts – it will be hard to keep up and any gaps in communication can reflect poorly on your business. Spend your time wisely, and don’t forget to utilise the benefits of social media scheduling tools to ensure regular communication.