In e-marketing, the engagement rate is used to determine the potential and success of an advertising campaign on social networks. It is a key indicator in competitive analysis. There are several levers to improve it.
The strategic importance of this KPI
The engagement rate is an essential KPI for all e-marketers. Widely used in the field of social networks, this indicator is also helpful to measure the performance of blog posts, videos, etc.
This data provides several types of information. It provides information on brand awareness, but also and above all on the engagement of consumers to a content, a publication or an advertisement.
The criteria that are taken into account in calculating the engagement rate are opinions, comments, sharing, likes, clicks, etc…
From one social network to another, the calculation of this KPI varies and the objectives to be achieved are not the same. For example, for a brand or company’s Facebook page, a good engagement rate is considered to be around 1%. For an Instagram account, you should aim between 8 and 12%. On Twitter, a brand will be satisfied with a commitment rate between 0.3 and 1.3%. And for a LinkedIn page, an engagement rate between 6 and 9% is considered a success.
How to increase your engagement rates
If you find that your social network engagement rates are not high enough, there are a number of strategies you can use to increase them.
First of all, in order to generate interactions, it is essential to be yourself in a similar process. So think about interacting with accounts similar to your business to generate feeds on your own social networks and show your community that you are open to discussion.
Next, consider using strategic hashtags, especially on Twitter and Instagram. Responding quickly to comments, on the other hand, will be a good way to act on this KPI.
Concerning posts, try to write captivating captions and humanize your posts by talking about “real” people. Define a schedule for your posts to avoid tiring out your community, or, on the contrary, being absent for too long.
Sharing your publication as a story, finally, will be a good lever to generate interest and thus, ultimately, engagement.