Measuring your engagement rate on social networks is essential to validate the relevance of your communication actions. The engagement rate is Uruguay Email List monitor it regularly. How to measure it? Here is the method to follow. Many marketers are content to follow the number of views to validate the relevance of their actions. If the number of views of their publications is increasing. They are doing a good job. The problem is when they are held to account to their supervisor. Their conclusion focused solely on this visibility indicator does not hold water. Because yes, where is the return on investment? Generated by your posts compared to the number of people to whom they were distributed.
Even if the changes made by the algorithms of social networks limit the risks, having more views on your posts does not necessarily mean that your content is interesting. Suddenly, if you limit the analysis of your communication strategy on social networks to the number of views. You risk missing out on optimizations to make to generate Leads and win customers. Measuring your engagement rate on social networks is therefore a good way to ensure that the messages you send are well understood by your target and above all interesting enough to convince them to buy from you. The engagement rate on social networks allows you to measure the number of interactions.
What is the engagement rate on social networks
There are different types of engagement on a social media post. The best known is undoubtedly the “I like” which gradually became a system of reaction. The comment is arguably the engagement that has the most impact on the performance of your posts because it is directly taken into account by the algorithms that organize the news feeds. I talk about it in the following video: Finally, sharing and clicking on a medium (video, image, link, etc.) are commitments to be taken into account. Basically, there are two ways to measure your social media engagement rate. Method 1 to measure the engagement rate. The first is the one that seems to be the most relevant.
Since it allows us to study precisely the relevance of a publication to the people who have been confronted with it. Total Number of Commitments / Scope of the Publication) x100. Note that there is a significant difference between the number of impressions and the reach of a post (Reach) as shown here. Method 2 to measure the engagement rate: I’m less a fan of this second method, but it is quite suitable for measuring the engagement of a publication on certain social networks like Instagram or TikTok. The idea here is to compare the number of engagements against the number of subscribers/fans you have. The problem here is that this calculation doesn’t take into account.
Measure the engagement rate or the conversion rate
The fact that a large portion of the people who follow you won’t see your post. In other words, measuring the engagement rate in this way will not really allow you to analyze the relevance of your post but rather the technique with which you wrote it: Total Number of Commitments / Number of Subscribers) x100. Be careful, you should not confuse the engagement rate and the conversion rate on social networks: engagement does not necessarily mean that there is conversion. We have seen what a commitment is, it is an action on a publication. A conversion is when someone takes the action you wanted them to take by creating your post on the social network.
A conversion can be a subscription to your page, a completed form, an appointment, or even a sale. If this is the case, I strongly recommend that you go beyond measuring engagement rate to study the performance of your social media communication strategy and also look at the conversion rate. To measure the conversion rate, the calculation is very simple: Number of Conversions / Post Scope) x100. So, with these calculations, you will be better able to identify areas for improvement to your Social Media communication and will be able to reassure your manager more easily. And to improve your performance on social media here is our free guide.