Formulas for calculating Engagement Rate

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Let's look at 6 formulas for calculating Engagement Rate.

Engagement Rate by Reach (ERR).
Here is a basic formula for one publication:

ERR = (Total reactions / Reach) * 100%

Average ERR = (Total ERR / Count of posts) * 100%

Or:

Average ERR = Total reactions / Unique reach

The final value characterizes the proportion of users who responded to a particular post.

The average value indicates armenia email list what portion of the entire community audience is interested in the published materials.

The disadvantages of this metric include the fact that in most cases only community administrators can determine the reach (the exception is some VK pages, the statistics of which are freely available).

Engagement Rate by Reach (ERR)

Source: shutterstock.com

But there is a more important problem: reach is a relative concept. The current value is influenced by many circumstances, such as the viral effect of the publication, the frequency of getting into the feed when using algorithms.

As a rule, social networks consider the reach as a whole, and not just among subscribers. However, if a publication produces a strong viral effect and is actively distributed by subscribers among other users, significant reach is achieved with a fairly low engagement (compared to the total number of views). Accordingly, the final ERR value of the publication decreases.

The opposite situation, typical for social networks using algorithms, occurs when a post is shown to a limited number of users whose interests it most closely matches and is most likely to elicit a response. Here, reaching a small audience leads to significant engagement.

When comparing the ERR in the two situations presented, the latter case shows a much higher engagement.

Engagement Rate by Reach (ERR)

Source: shutterstock.com

The validity of these judgments can be easily verified if you arrange publications in descending order of ERR. Ultimately, the most frequently viewed articles will not occupy the highest positions.

Calculation example. Let's assume that we have 35,063 subscribers in our community. Let's calculate ERR using the data on the number of views of the last three publications:

64,000;

2400;

3000;

ERR (%) = (64,000 + 2400 + 3000) ÷ 3 ÷ 35,063 × 100% = 66 (%)

When assessing ERR, data should be compared over several periods. The focus should be on what materials evoke the most intense reaction from participants.

Conclusions: it is reasonable to calculate engagement by reach to understand what part of the total mass of readers responded to the post. However, this indicator is not at all suitable for a qualitative assessment of publications and does not provide objective results when comparing publications in different communities.