Why Engagement Rates Matter to Brands & What You Can do About it

What is it?

Engagement rate is a measure of how actively your audience interacts with your content.

It's calculated using the formula:

Most creators average their last five posts to calculate their engagement rate and update this figure every three months or so, especially if they're rapidly growing.

Example

Consider a recent SPF review of mine that garnered 159 likes, 39 comments, and 18 shares, totalling 216 engagements.

With a follower count of 7,866 , the calculation would be:

By averaging the engagement rates of multiple posts, you can obtain a more accurate representation of your overall engagement rate.

However, it's worth noting that this is an imperfect estimate, as multiple interactions can come from a single follower.

Why Does it Matter?

A high engagement rate is a strong indicator of content quality, as it suggests that your audience finds your content resonant and compelling, prompting them to like, comment, and share.

This metric is also crucial for brand collaborations, as brands often look at engagement rates when selecting influencers to work with, making a high engagement rate an attractive quality for potential partners.

Consistent engagement indicates a loyal audience base that is genuinely interested in your content, further enhancing your appeal to brands.

Additionally, monitoring engagement rates serves as an important growth metric, helping you understand what works and what doesn't, thus guiding your content strategy for better growth.

Engagement Rate Calculators

For a quick and easy calculation, you can use engagement rate calculators like Phlanx, which is known for being used the most often.

While these tools can provide a helpful estimate, remember that even the best calculators have their limitations.

In conclusion, understanding and improving your engagement rate is vital for your growth and success as a creator.

By consistently delivering high-quality content and actively engaging with your audience, you can enhance your engagement rate and attract more brand collaborations.

Note that average engagement rate varies based on account size.

A rule of thumb is: Smaller the audience, higher the engagement rate.

Improve Your Engagement Rate

As engagement rates are a combination of Likes, Comments, Saves and Shares- we can consider each factor separately

Likes

To increase likes on your content, focus on producing high-quality visuals and engaging topics that resonate with your audience.

Use well-lit, professional-looking photos and videos, and ensure your content is aesthetically pleasing to the ideal follower or viewer.

Staying updated with current trends and incorporating them into your posts can also boost your visibility.

• Post consistently to keep your audience engaged.

• Use relevant hashtags to expand your reach.

Comments

Encouraging comments requires creating an interactive environment.

End your posts with open-ended questions or prompts that invite discussion. Responding to comments promptly and thoughtfully fosters a sense of community and encourages more interaction.

• Ask questions to spark conversation.

• Engage with your audience by replying to comments.

Saves

To increase saves, provide valuable and informative content that your audience will want to reference later.

Share tips, tutorials, how-tos, and infographics that offer practical advice.

Carousel posts that provide detailed information across multiple slides can also encourage followers to save your content.

• Share practical tips and tutorials.

• Use carousel posts for in-depth content that people can easily revisit.

Shares

Creating shareable content involves crafting posts that your audience finds valuable, relatable, or entertaining.

Content that evokes strong emotions, such as humour, inspiration, or nostalgia, often gets shared more frequently.

• Include clear calls-to-action to encourage sharing.

• Host contests or giveaways requiring shares for entry.