What Is A Good Engagement Rate On Facebook?

What Is A Good Engagement Rate On Facebook?

Social Media Marketing

Social media platforms are now crucial tools for almost all marketers and are needed for a company’s digital marketing strategy. And maintaining an efficient social media strategy is vital in connecting with customers.

In today’s highly competitive business environment, a Facebook page for most businesses is virtually as crucial as a website. With approximately 2.93 billion monthly active users as of the first quarter of 2022, Facebook remains the leading social media platform. And its daily mobile users have been increasing in recent years. These numbers continue to highlight the importance of running digital marketing campaigns on Facebook.

Although the social media platform has upgraded remarkably since first arriving into our daily lives 17 years ago, and we’ve witnessed a gradual decline in engagement during the last year, social media marketers recognize that measuring engagement on the leading platform is still important.

What Is Facebook Engagement?

The engagement rates are usually used to analyze brand promotions’ effectiveness. This measure determines the level of engagement a piece of created content receives from an audience.

Facebook engagement is any activity a Facebook user takes on your social media content in your product ads, groups, or page. Facebook engagement metrics use the likes, comments, shares, and clicks on your post content to monitor your engagement rate.

In layman’s terms, how Facebook measures engagement indicates how likely a person is to interact with a piece of content. The higher this number is, the more presumably you will gain more interaction with future posts. Higher engagement rates mean you are more likely to capture new clients and build a better brand presence.

Facebook Engagement Metrics

  • Likes & Followers – Likes and follower numbers are a fast way to know your reach and engagement. Facebook users will ‘like’ posts they connect to or agree with. They might like a post or two, but if they click the Follow button, they want to know what you’re capable of.
  • Comments – The number of users who comment on your Facebook post. Comments are a measure of engagement and an ideal way to get an idea of how audiences see your brand and its value.
  • Clicks – The number of times a user clicks on an image or link in your post. Clicks measure the viewed count (video or photo) or link clicks in your Facebook post.
  • Shares – The number of times your audience has shared your post. When an audience shares your post, it boosts your presence and reaches. Shares are a vital engagement metric as it measures the level of interest that audiences have in your post content. It is an active engagement metric because users must act and share the content on their timelines.
  • Post Reach – Reach is how many unique users have seen your ad or content. While one person can see a single post multiple times, they will only be counted as 1.
  • Impressions – Impressions pertain to the number of times a post shows up in someone’s timeline. The more often someone sees a specific post, the more interesting it may be to them.

Why Are Facebook Engagement Metrics Necessary?

Your Facebook engagement metrics give you a gist of your social media strategy’s effectiveness. The more a post is engaged, the higher the likelihood it’ll appear in your followers’ Newsfeed. Examining the total engagement numbers and the categorization per type of engagement signifies how people respond to your Facebook posts and how your content strategy accords with user interest.

Suppose your audience isn’t engaging with your content; you need to re-evaluate the type of content you’re sharing. There are several reasons why people might refuse to interact with your content. Perhaps they are busy or do not want to share their views. Engaging with them is always necessary. Figuring out which posts get the most engagement helps you construct your content perfectly.

How To Calculate Engagement Rate On Facebook

1. Engagement rate per post per follower count

Facebook’s engagement rate is calculated by dividing the total number of likes, comments, views, and shares your posts have accumulated by the number of followers who have seen them.

As an illustration: (Total Engagements ÷ Total Followers) × 100 = Engagement rate.

For instance, if you have 6,000 followers who have seen your Facebook posts and received 1,000 comments and 2,000 likes for those posts, your engagement rate would be 50 percent.

This formula is easy to calculate and generally a more stable metric.

2. Engagement rate per post per reach

You can always check your average engagement rate by reach if you need a more detailed glimpse into your performance.

The average engagement rate per post by reach on Facebook is determined by the total engagement (reactions, comments, and shares) divided by the total reach/views, and multiplied by 100.

As an illustration: (Total Engagements per post ÷ # of reach per post) x 100 = Engagement rate 

For example, a dance tutorial video is viewed by 500 people ten times each, and 150 of those people like the dance tutorial video. One hundred fifty (150) engaged people divided by 500 who viewed it (multiplied by 100 for the percentage equivalent) = 30%.

This formula is great if you want to measure post-quality assessment. It is a more accurate calculation than follower count.

3. Engagement rate per post per impression

Impression-based engagement rate calculates engagement on a per view basis. While this approach helps measure CPM, the frequency variable (impression = reach x frequency) can yield unreliable results. This formula can be practical if you’re managing paid content and have to assess efficacy based on impressions.

A satisfactory impression-based engagement rate is equivalent to an excellent reach-based engagement rate for the exact reason.

These three formulas will show you the Facebook engagement rate per post. For most marketers, the engagement rate per post is the most matter-of-fact metric to help them acquire how they’re performing compared to their competitors. Engagement rate per post includes post volume and audience size, so it tells what content corresponds with your Facebook audience no matter how many followers you have.

Where To Get Those Numbers?

To measure your business’ social media engagement rates, you first must download engagement data from Facebook.

  1. Access your business’ Facebook account. On the right side of the screen, you will see Your Pages. Click your Facebook page.
  2. Go to Insights on the left side of the page.
  3. Click on Export Data.
  4. Select Post data for Data type, Comma-separated values for File format, and choose a date range.
  5. Click OK and your data will be downloaded.
  6. Your downloaded file will be in an excel spreadsheet or XLS. Use the data from this spreadsheet to calculate your Facebook Engagement Rate. Either perform it post by post or summarize the columns and totalize it for the whole date range.

What Is A Good Facebook Engagement Rate?

Most social media marketing experts express that a good Facebook engagement rate is between 1% and 5%. However, brands must aim for an engagement rate of at least 5%, specifically if they need to establish an authentic community.

Above 1% engagement rate is good, and below 0.5% engagement indicates that you have to tailor your content to your audience’s expectations and sustain more transparent and absorbing messages from your followers. 

Facebook Average Engagement Rate

The average engagement rate for Facebook is 0.064%. The figure was obtained by getting the overall number of engagements a post receives and dividing it by the number of followers a Facebook page boasts. Among the top-performing brands on a social network, the average rate is 0.174%.

Below is an overview of what makes a good engagement rate for each social media platform.
  • What is a good Twitter engagement rate?

Engagement rates are likely to be lower on Twitter than on Facebook. Many would consider 0.5% a good engagement rate for Twitter; anything beyond 1% is excellent. An influencer on Twitter could expect between 5 reactions for every 1000 followers.

  • What is a good LinkedIn engagement rate?

LinkedIn is perhaps the best platform for propelling engagement and poses the most significant possibility for individuals and businesses that need to recruit for their B2C company or raise awareness of their B2B brand. Recent statistics reveal that a good LinkedIn engagement rate is roughly 2%.

  • What Is a good Instagram engagement rate?

Engagement rates on Instagram are generally higher than on Facebook, Twitter, and LinkedIn, partially because of the nature of the format.

A good engagement rate on Instagram is between 1% and 3%. It is the standard we notice on an influencer’s profile. If the engagement rate exceeds 3%, it only indicates their audience is highly involved with their content. And if it is lower than 1%, it signifies their audience generally is not very connected with their content.

Facebook Strategy To Get A Higher Engagement Rate

You have to focus your content on organic reach, unless you have the budget to ensure your posts target the correct audience. Although you can hope for the best; that your followers become impulsively chatty, they may require a bit of encouragement.

Here are some proven methods to help you expand your brand’s organic reach and raise your Facebook engagement rates.

Analyze Your Engagement

Calculating your progress is challenging if you don’t know where you’re beginning.

Note your latest number of followers, the number of comments and shares you’re receiving, more or less, per post, or any significant numbers. Then remember to regularly monitor so that you see increases or drops in engagement that can provide helpful hints about what’s working (or, of equal importance, what’s not).

Get To Know Your Followers

Producing quality content is vital to boosting engagement. You must identify your audience to determine what inspires them to respond to your posts. Market research should be conducted periodically. Learn the standard traits and behaviours of your followers and address your brand style and posting times to suit them.

Check your Facebook analytics, and observe who reacts to your content and the number of likes, comments, and shares. The post that receives the highest number of responses is often the type of content you must post in the future.

Create High-Quality And Valuable Content

Focus on quality rather than quantity. Creating content that’s irrelevant will get your audience uninterested, but posting genuine posts like your celebration for your company’s anniversary will preferably resonate with your engagements so that you will earn more likes and comments.

Shorten Your Posts

Keep your posts as concise as possible. Your audience will be likely to engage if you talk to them directly and you’re distinctly asking for an action. Having your posts like novels yields more chances for readers to become bored and overlook your CTA.

Catch Ideal Post Times

The more interactions a Facebook post gets, the more likely Facebook’s algorithm is to award it with reach. By publishing when your followers are most active, you immediately heighten the chance of gaining likes and comments.

Once you’ve set a timeline, you must have consistency. If you want people to be involved with your Facebook post contents, it’s vital to post habitually— at least daily if feasible (day-to-day posting has been revealed to drive engagement).

Embark On Video Content

We believe you must experiment with videos if you’re thinking about how to create your Facebook posts. As a time-saving, accessible, and more practical way of providing information into the user’s newsfeeds, video content leads the engagement on social media, specifically on Facebook.

Whether going Live from their page, commercials, or animations, routinely posting video content on Facebook is an intelligent decision affirmed by the network itself. Be sure your videos are high quality, well-made, and open-and-shut.

User-Generated Content

Social networks rely on discussions and interactions. A brilliant method to interact with your audience is to share user-generated content on your page. If someone tags you, reciprocate and feature them. This technique will encourage users to tag you, as well. Don’t forget to ask permission from them!

Choose High-Quality Images

To thrive in the social media Millenium, you should provide your audience with what they want, which is striking and interactive visuals. Time has proven that audiences react faster and better to visual information.

If you need text on your image, use a smaller font and limit the text to reduce the proportion of text in the picture.

Be Responsive

Encouraging conversations and replying to comments will boost engagement and is also precisely the correct thing to do.

Set a time to check on comments, which can be half-hour a day, and ensure to respond to everyone – regardless of their negative remarks. Showing your Facebook followers that you’re listening and appreciate their opinion will urge them to engage with you. A simple comment has a massive effect on them.

Ask Followers

An interesting question is a clever approach to start an active comment thread to improve Facebook engagement. Social media questions/polls are entertaining and need minimal effort from a Facebook user to vote.

For instance, you can ask, ‘Tea or coffee?’ This enables you to integrate your product into the query while being playful. Add images to your polls and make these contents weekly to increase engagement on your page progressively.

Feature Giveaways

Contests and giveaways are also a fantastic method to get Facebook engagement. You can host them now and then. When devising a social media giveaway, you must align your giveaways to your marketing goal. Add relevant coupons or gifts or make it a prize package. You can even collaborate with various brands for a giveaway.

Conclusion

Building up engagement rates is a metric every brand must prioritize. Engagement gives your content a more expansive reach and results in inflated sales. It’s time for you to start measuring and working extra hard to determine how the campaign results can be indexed and used to better your future campaign performance. 

Did you know Barker Social can help you measure your Facebook engagement rate compared to your competitors? If you want to know how we can help you, call us now!