Roughly 13,000,000 hours per day are spent on social media by people all over the world. There is a lot of activity to track, with more than half of all humans (roughly 4.62 billion) using various channels for an average of 2 hours and 27 minutes per day.
People who are interested in learning more typically look at three or four pages of a document.
A user’s engagement goes far beyond the number of likes on a funny meme, the number of shares of an article, or the number of comments on a thought leadership piece. It’s a great indicator of your content’s worth and a useful tool for analyzing your audience. You can see what’s working and what isn’t by calculating the engagement rate and adjusting accordingly.
The concept of engagement rates, however, is not limited to the realm of social media. Email, websites, and mobile apps are just some of the many digital marketing mediums that can benefit from them. Popular engagement rate metrics in digital marketing include bounce rate, open rate, CTR, pages viewed, and views. Together, these metrics paint a more complete picture of how invested your audience is in your content.
Here, we provide formulas for calculating engagement rates in social media, websites, and mobile applications. Learn how measuring engagement rates on a consistent basis can boost your digital performance and the insights they provide.
Read up on how to increase your brand’s social media engagement now that you know how to monitor it.
The level of audience participation in the content is measured by the engagement rate. It’s not just for Facebook and Twitter; a website or app.
Why should engagement rates be monitored?
By keeping an eye on the participation rate, you can gauge customer happiness and spot at-risk clients. You can use it to gauge the professionalism of a product or service and how well it serves its customers (UX). One possible cause of a low engagement rate is failing to meet the user’s expectations.
Manually calculating the engagement rate can be done using a number of different formulas. Beyond the visible likes and comments, most social media platforms provide analytics for relevant engagement metrics.
How do you, though, figure out how many people are actually using your website or mobile app?
To one’s relief, resources exist to assist with both (more on these below).
My next question is, “How do you define engagement on platforms that don’t provide the typical vanity metrics found on social media?”
There are more opportunities to interact with your audience as the number of social media platforms increases. The results provide a broad picture of the participation rate. How much weight does alike have compared to a retweet, comment, or DM?
The value of various forms of engagement can be increased by using a factored or weighted engagement rate. You can avoid counting interactions by assigning a numerical value to them, much like a score. A comment, for instance, could have twice the value of a like or a share, so you’ll want to account for that.
Total engagements are tallied and then divided by total views to determine the engagement rate by reach. People who chose to interact with you after viewing your social media content provide a slightly more accurate indicator of your audience’s engagement. It can be measured on a per-post basis, or as an overall percentage. The reach of a post can vary from one post to the next, which can skew your metrics.
Use the following formula to calculate the percentage of sessions that contain only one page: If 1000 people visit your website, and 50 of them leave after only viewing one page (a single-page session), your bounce rate is 5%.
The percentage of visitors who become buyers can be calculated by dividing the number of purchases by the total number of site visitors. If you have 2,000 people visit your site in a month and sell 50 items, your conversion rate would be 2.5 percent (50/2,000 x 100).
It’s important to remember that conversions don’t always equate to sales. Any predetermined behavior is fair game.
You can learn what works by defining and measuring the value your customers receive. An app’s online tutorials are an example of the value you could provide to users during the trial period. Make sure to include the number of free, new users who access tutorials in your tracking of engagement metrics. Check to see if more people sign up after reading your tutorials than would have otherwise.
This will allow you to evaluate the effectiveness of the tutorials and their potential influence on new client acquisition. Keep in mind that this is an ongoing procedure; the value you provide to these users and the engagement activities related to it will evolve after they have purchased a plan.
You can gather information about engagement rates by using the tracking analytics provided by each social media platform. Alternatively, you can use a straightforward online tool to determine the level of participation.
Simplify the process by using social media monitoring tools, such as:
For websites:
Google Analytics should serve as a starting point for both your website and your app. Once again, you have the option of manually compiling the data and formulas or using a sophisticated data analytics tool to do so automatically.
Depending on the medium and nature of the enterprise, optimal engagement rates can be anywhere from 0.04% to 16%. Because “engagement” is defined differently across sectors, businesses in those sectors use varying metrics to gauge employee interest and participation. You can’t simply compare numbers because the average is influenced by many factors.
Let us help you to increase your brand’s social media engagement now that you know how to monitor it.