Is your business on social media? Are you confused about how to measure success when it comes to all the different social channels? Social media can be a huge asset for businesses looking to grow their online presence, build their brand and foster a loyal following. Understanding engagement can provide valuable insight into your audience and help shape a successful content strategy. Let’s take a look.
What is engagement?
Engagement is just one of the metrics widely used across social media channels to measure success. It refers to the percentage of your audience that actually engaged with your content, usually through shares, likes and comments.
Since many prominent social media platforms have limited organic reach, many brands and businesses are forced to pay if they want their content to be seen – even by their own audience. The more money you pay, the more people you can reach. However, you cannot force those people to interact or engage with your content. This is where the value of engagement shines through.
How to measure engagement
Popular social media platforms measure engagement differently, while the sentiment behind it remains the same. Facebook measures engagement using the following metrics – reactions, shares, comments and post clicks. Obviously, the higher your engagement rate, the more people interacted with your post. Of course, it’s all relative, depending on the number of people you reached.
Instagram doesn’t currently offer an official engagement rate within the platform, however, you can get an idea by delving into your Business Insights. From here you can see how many people your post reached, and how many people liked your photo, commented on it, saved it or visited your profile. For Instagram Stories, it measures the number of viewers and the number of interactions. Using these metrics, you could do the math and work out an engagement rate yourself.
When it comes to Twitter, engagement refers to the total number of times a user interacted with a tweet, including clicks, retweets, replies, follows and likes. Twitter also offers an engagement rate which measures the number of engagements as defined above, divided by the total number of impressions.
If you’re new to engagement, start by measuring your own content across the different platforms and see what performs the best. It’s a great metric to use in order to frame your own social media strategy moving forward.
Engagement and influencers
When you’re working with social media influencers or micro influencers, it’s very important to look at engagement rates – even before you’ve started your campaign. Every influencer is different and bigger is not always better. In fact, often the accounts with the largest followings offer the lowest engagement. There is a sweet spot though, where you’ll find influencers who have significant followings and top engagement – go for those.
When you do a campaign with an influencer, you should also measure your engagement to determine how successful it was. While most brands and businesses will aim to grow their own profiles or drive traffic to their website, you also want to measure how the audience interacted with your content. This will help determine if you were reaching the right audience with the right message.