Engagement Rate
Engagement Rate (ER) - involvement ÷ reach × 100%. Shows the quality of the audience: a small channel with an ER of 8% is stronger than a large one with an ER of 0.5%.
Engagement Rate (ER) - engagement rate: sum of reactions (likes, comments, reposts, saves) ÷ reach × 100%. ER shows not how many people saw the content, but how many of them were actually hooked by it.
ER is more important than audience size. A channel with 5,000 subscribers with an ER of 8% is stronger in terms of reach and reactions than a channel with 50,000 with an ER of 0.5%: the first has a live audience, the second has inflated or dead numbers. Therefore, when evaluating bloggers and communities, I look primarily at ER, and not at the number of subscribers.
ER norms strongly depend on the platform: in VK thematic communities, a healthy ER is 2–5%, in Telegram they count through views and reactions, in short videos engagement is structurally higher. You can compare ER only within one site and one niche - otherwise the numbers are not comparable.
Frequently asked questions about Engagement Rate
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Related terms
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