Engagement Rate

Engagement Rate is the percentage of an audience or reach that interacts with a piece of content through actions such as likes, comments, shares, saves or clicks.

Related terms: influencer engagement rate, engagement rate formula, ER, social engagement.

Why engagement rate matters

Engagement rate helps compare creators and content beyond follower count. It is useful for shortlisting, but it should be read with audience quality, content fit, platform norms and campaign goals.

As an influencer marketing agency, TANKE ranks creators on engagement rate before follower count when shortlisting profiles for a brand.

How brands use it

• Compare creators within the same platform, content format and audience size range.
• Choose a formula before the campaign: engagements divided by followers, reach or impressions.
• Review comment quality, saves and clicks so the metric does not reward empty interactions.

For campaign measurement, see TANKE’s influence marketing strategy page or contact TANKE.

FAQ

What is engagement rate?

Engagement rate measures the share of people who interact with content compared with followers, reach or impressions.

What is a common engagement rate formula?

A common formula is total engagements divided by followers, reach or impressions, multiplied by 100.

Is a higher engagement rate always better?

Not always. A high rate is useful only when the audience, comments and campaign context are relevant.

TANKE, an influencer marketing agency in Paris, writes this glossary from the campaigns it runs for brands since 2014. Talk to us about your project.