The main reason why brands and businesses curate content for social media is to gain engagement from the audience. Content is just a way to generate a response from the users, the aim is to get them engaged with the content to reach brand goals and objectives. This is why engagement rate is the most crucial metric for most marketers. Getting the audience to interact with your content is easier said than done. This is also one of the trickiest metrics to crack. To get the desired ER, it is first essential to understand this metric in depth.
Engagement on social media is any interaction your content receives. Every social media platform measures engagement rate in a different way. This depends on the features of the social media platform and the factors they take into account.
In this blog, we will tell you all about the engagement rate on social media. Before we get into the platform-wise bifurcation, let’s understand the significance of this metric.
Significance of Engagement Rate
Social media marketing is carried out with the help of campaigns. These structured campaigns are created to generate ROI. Engagement in campaigns helps you reach that ROI.
Tells you about the audience you are targeting
The engagement rate tells you whether your audience is interested in your brand content. The interactions you receive on your posts are a determining factor to know if you are in sync with your audience. On the contrary, it can also help you detect if your content is not working with the audience’s preferences.
ER helps you with the brand image
The way you interact with your audience on social media says a lot about your brand as a whole. A high engagement rate means your audience relates to your brand and vice versa. In case of mishaps, engagement helps you resolve the damage. New brands and businesses can build a brand perspective by focusing on engagement.
Helps you improve brand reach
Engagement rate impacts other metrics too. With a higher engagement rate, you can increase your brand reach easily. This helps in increasing the audience base. The higher visibility can also lead to greater ROI.
Builds brand credibility
Engaging the users with your content can also impact your brand credibility. Prompt replies and conversational content can help build brand authority in the niche.
What Does Engagement Rate Include?
Like we mentioned before, the engagement rate metric differs from platform to platform. In general terms, ER includes all those factors that signify any kind of interaction from the audience. Some common aspects of ER are likes, comments, retweets, shares, reactions, and so on. Let’s look at the platform-wise factors for ER.
- Facebook- Likes, Comments, Shares, Reactions
- Instagram- Comments, Shares, Likes, Replies
- Twitter- Retweets, Favourites, Replies
- YouTube- Comments, Likes, Dislikes, Views, Subscriptions, Shares
Marketers must use social media analytics tools to measure the engagement rate. Though most platforms have their native dashboards wherein you can get the basic data for the same, the tools help you get in-depth data. Unbox Social is one such tool that can help you! Let’s explore Unbox Social’s social media analytics solution in detail.
Measuring Engagement Rate Through Unbox Social
1. Get insights into your brand performance
The Unbox Social tool caters to four major social media platforms namely Facebook, Twitter, Instagram, and YouTube. The tool gives you an overview of how your brand is performing on the platform wrt different metrics. The metrics depend on the platform you choose to analyse. Right from the number of followers to engagement rate by followers and reach, the tool gives you data for all. The dashboard also gives you data on the interactions you have received on your content. These insights help you gauge the strengths and weaknesses of your social media presence.
2. Get audience insights
The social media analytics solution of the Unbox Social tool gives you audience insights as well. As we all know engagement rate has a lot to do with the audience and this is why it is necessary to get audience insights before you frame content strategies for social media. The tool gives you data on audience demographics, views, impressions, fans/followers, mode of interaction, audience sentiment, and lots more. This data helps you understand your audience better and helps you come up with campaigns that resonate with your audience.
3. Get detailed post insights
Knowing the content performance on different social media platforms is crucial for improving the engagement rate. The tool has a dedicated section to give you post insights. This data helps you analyse how your strategies are faring on social media and whether your content is generating the desired response from your audience. The tool gives data like post type, video views, repeat views, posts to promote, and so on.
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