# What does engagement rate (really) mean?

Statistical analysis is key to a successful social media strategy. Among the various indicators that can be monitored, one seems inescapable: engagement rate.

## Different formulas for the calculation of engagement rate

Theoretically, engagement rate is the ratio between the number of interactions made by a population and the size of that population.

In practice, there are several formulas:

- The
*average engagement rate per post*is defined, for a given post*p*, as the ratio between the sum of interactions*i*generated by the post and the number of users*U*who saw the post:

**T (p) = [Σ (i) / U] x 100**

- The
*overall average engagement rate*is defined, for a given profile*P*(page, account, profile) over a given period of time*t*(day, week, month, quarter, year), as the ratio between the sum of generated interactions*i*and the profile’s total number of subscribers*A*:

**T (P) = [Σ (i) / A] x 100**

## The real meaning of engagement rate

Engagement rate measures several things:

- How
*engaging is the content*published on social media: do the teasers, titles, and images adequately encourage the audience to consume the offered content?

- The
*intrinsic quality of the published content*and its relevance to the target: once consumed, does the content itself generate interactions?

- The
*dynamism of the brand’s audience*: are the subscribers receptive to the published content?

On the other hand, engagement rate does not directly measure:

*Virality of the content*: this information is obtained by measuring the reach.

- The
*ROI of the content*: this information comes from the calculation of the different conversion rates for each implemented tunnel.

*Engagement rate is a key measurement in a social media strategy and just as important in a content marketing campaign; it makes it possible to measure the adequacy of the published content to the target audience. This is crucial information for the brand.*