Engagement rate
DefinitionContent & Social
Engagement rate
Interactions divided by reach or followers - likes, comments, shares, saves as a share of the people who saw the post. A read on whether content resonates, and an easy metric to game: engagement is a means to distribution and memory, not the goal.
Evidence from the library
5xEngagement rate has zero relationship with brand memory lift; creative quality explains 5x more of it than comment-to-like ratio does.Stat1 in 3Engagement and effectiveness align in only 1 in 3 pieces of creator contentStatReach does not guarantee influenceWarning83%Reach is the single biggest driver of media effectiveness, accounting for roughly 83% of the variation in how well media perform.StatThe Entertainment Funnel values saves and shares over viewsPrinciple
Source
Marketing Definitions
standard social media practice
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