As a content creator, the feedback you receive on your content matters a lot. Facebook accounts with larger followers often expect to see more interactions on their posts. However, that doesn’t necessarily mean their content is better. This leads creators to always wonder on what is a good engagement rate on Facebook?
The engagement rate gives an assessment of the quality of the content, independent of the number of followers an account has. This makes it important for creators to understand how to calculate Facebook engagement rate.
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- Showcase all your content, products, and services in one space.
- Share everything through a single link.
In this blog post, we will answer the question and also show you a number of ways to improve on your engagement rate.
What is a good engagement rate on Facebook?
On average, a healthy engagement rate on Facebook is typically considered to be around 1% to 3%. This means that for every 100 people who see your post, you can expect 1% to 3% of them to engage with it through likes, comments, shares, or other interactions.
However, what constitutes a “good” engagement rate can differ significantly. Smaller businesses or niche industries may see higher engagement rates, while larger brands might have lower percentages due to their larger and more diverse audiences.
According to the 2023 Social Media Industry Benchmark Report, the median engagement rate for Facebook is 0.060%. Out of the top 25% of brands across all industries, the brands performing best on social media i.e. the median engagement rate is 0.182%. Using those numbers as your baseline, it’s clear to see what number you need to reach to have a good engagement rate on Facebook and what your objective should be if you want to perform above the average rate.
How to calculate engagement rate on Facebook
Facebook engagement rate is a metric to track how your audience interacts with the content you share on your Facebook page. Simply, it’s a measure of how well your content independently performs on your follower count. What counts as an interaction most often refers to likes, reactions, shares, and comments.
The engagement rate is calculated as the total number of interactions your content receives divided by your total number of followers, multiplied by 100%.
The engagement rate formula is: Engagement Rate = Total Engagement / Total Followers x 100%
For instance, if Company ‘Y’ with 10,000 followers posts a content and receive 200 reactions, 100 comments and 50 shares, the engagement rate for such a post will be E.R= 200+100+50/10000 x 100= 3.5%.
Determinants for a good Facebook engagement rate
In order to determine if your engagement rate is good or bad, it must be benchmarked against something else, you must look into many things. Such as;
Performance over time
As a Facebook content creator or writer, you must examine how your content performs in a given time period. You must set a benchmark against your own engagement rate over time. This will help you to know how your targeted audience receives your posts especially within a stated range of time. You must understand the timing in which your target audience usually engages your posts. It will help you to know when to share your post and your targeted audience will highly engage.
Content relevance
The most significant factor influencing Facebook engagement is the relevance of your content. Your posts should align with the interests and needs of your target audience. If your content doesn’t resonate with them, they’re less likely to engage with it. To improve relevance, research your audience’s preferences, pain points, and interests and tailor your content accordingly.
Performance against competitors
Compare your performance against competitors (benchmark against your key competitors). Check the performance, strategy and process of other competitors. What business models do they use? What planning and execution style does your company use, and how does that compare to your approach? Taking a deep look at how you plan for and carry out your strategy, you can become more effective at implementing change and improving.
Call to Action (CTA)
Including a clear and compelling call to action in your posts can significantly influence engagement. Encourage your audience to like, comment, share, or click on links. Make it easy for them to know what to do next. A well-crafted CTA can prompt more interactions and guide your audience’s engagement with your content.
How to improve Facebook engagement rate
If you have a low engagement rate, you may have gained a large following that isn’t your target customer. In that case, you have to tweak your content marketing strategies to head in the right direction.
Optimize your posting time
Actually, there is no universal time when Facebook audiences are online, but with the help of your data, and its relevance at the time, you can consistently pin a particular period of time for your posts.
Use visuals and eye-catching thumbnails
Visual content often performs better on Facebook. Use high-quality images, videos, and eye-catching thumbnails. Visuals can quickly grab the viewer’s attention and encourage them to interact with your post. Consider using appealing graphics, infographics, and well-designed cover photos to enhance your page’s overall look.
Leverage hashtags
Hashtags can help increase the discoverability of your posts. Research relevant hashtags in your niche and include them in your posts. However, don’t overdo it – one or two well-chosen hashtags per post should suffice. Using hashtags can expand your reach to a broader audience, potentially increasing your engagement.
Engage with your audience
Social media is about being social. Respond promptly to comments on your posts and messages from your followers. Show genuine interest in what they have to say. Encourage discussions by asking questions and sparking conversations. This active engagement fosters a sense of community and can boost your engagement rate.
Focus on the user-generated content
One of the biggest mistakes brands make is to contain themselves within the box. Only posting about your own brand and product will become repetitive and mundane after a certain time, and your audience will tune out for something more exciting. Set the right hashtags, be strategic in setting goals, and also give credit to the original creator of any content you copied.
Repurpose top performing posts
Another great way to increase your Facebook engagement rate is by recycling performing posts. Get more value out of your content by reposting high-quality content, as these posts generate as much (or even more) reach and engagement as the original post. Essentially, it doubles the value of your high-performing content. One way to do so is by changing the format a bit to make the format look fresh.
For example, you posted a blog post with a list as a caption. You could re-post it with a video, add an image, or ask a question. When reposting on Facebook, it is advisable to wait for a few weeks before reposting the same post as your followers might get bored from seeing similar posts too often.
Boost posts and advertise
Consider using Facebook’s paid advertising features to reach a wider audience. Boosting posts or running targeted ad campaigns can increase visibility and engagement. Ensure your ads are well-designed, have a clear call to action, and target the right audience for the best results.
Collaborate and cross-promote
Teaming up with other Facebook pages or influencers in your niche can be mutually beneficial. Cross-promotion exposes your content to a new audience, increasing engagement. Collaborate on content, tag each other, and encourage your respective followers to check out the other party’s page. This can foster engagement and introduce you to a wider network of potential followers.
Run contests and giveaways
Contests and giveaways are a great way to boost engagement. Encourage your followers to participate by offering enticing prizes or incentives. To enter, ask them to like, share, or comment on your posts. This not only increases engagement but also spreads the word about your page and content.
Final Thought
Just as it has been said above, the main aim of knowing one’s Facebook engagement rate is to show the level at which your audience receives your posts. The lower the rate of engagement you receive from your audience, the more you know there’s one problem or the other in your posts. Addressing these issues will help to effectively increase your engagement rate on Facebook.
