ENGAGEMENT RATE (ER)

Definition of ER, its types and methods of calculation. Getting started with engagement and the reasons for its decrease.
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Here we consider the engagement of Instagram

Engagement is an indicator of how much the audience is involved in the content, that is, it reflects the quality of your content and communication policy and strategy. For calculations, the involvement is translated into a coefficient — so we get an Engagement Rate (ER).

The classical formula for calculating the engagement: ER = (likes + comments) / followers * 100%

As a result of the calculation, we will get a certain percentage, which will be the ER of the post chosen by us, several posts or the whole account (depends on what we considered in brackets).


The maximum ER is 100%. It's mean that your ER should be at least 30%? Not at all. Probably you will get about 3-7% — it's can't be said, because such a thing as "normal ER" doesn't exist: there is rather an average ER. At the same time, you need to understand that if you triple a rally with the condition of like + comment, your ER can be many times larger.
It should be understood that:

• ER quality post, which hooked the audience, will be higher even if it is a photo with a short description, and the high ER post you usually have on cinemagraphs with long-read;
• ER has an error that is created and increased by the fact that the constituents of the formula like and comment can be delivered and written several times accordingly by one follower. This is especially noticeable on the daily ER, which we will discuss further.
• There is an opinion that small accounts (about 5K subscribers) have an average ER higher than accounts with 100K, for example. In this case, you can not conclude that large accounts are working worse than small ones.
Why then should we calculate ER?
• To at least a little digitize what is happening. For example, you took a new SMM-specialist or added a new rubric. How do I know if I liked these changes in the audience? Compare ER for the past and present period;
• To compare. So you can understand what your audience appeals to the most: to video, photos or cinemagraphs; to short texts or long; what heading causes a big reaction and so on.
There are engagement rate is of 3 main types:

• Per day (daily ER);
• In terms of post (ER post);
• In terms of coverage (ER by reach or ERR).

Most quickly these metrics can be counted using analytics services.

And this means that the engagement can be calculated for:
• More than 1 post a day, then:

Average Post ER = ((likes + comments) / # posts / # followers on the selected date) * 100%

• Total account for a certain period, then:

Daily Page ER = ((likes + comments) / # followers on the selected date) * 100%

• Posts on the basis of coverage for a certain period, then:

ER Reach = ((likes + comments) / # followers posts / coverage) * 100%

• Unique involvement, then:

Unique ER = (unique likes + unique comments) / followers * 100%

• Classical, then:

ER = (Likes + Comments) / # followers * 100


# — is the number
How to start working with ER?

You will be surprised, but you need to use the deep analytics service of Instagram-accounts Picalytics or ask for expert evaluation of the profile and test the variations of solutions to the problems found. We in Picalytics like exact figures and tell you on the example of our service:

1. Register with Picalytics, add an account and wait for analytics for half an hour-hour (at this time you can read our other materials), or go directly to the Involvement section, if you are already registered;

2. Pay attention to the ER schedule;

3. Pay attention to the percentage of bots and unreachable subscribers (which can be downloaded in the same place and for $ 5);

4. Learn socio-demographic data about users: age, gender, geo and other;

5. Pay attention to the list of top photos for likes and comments — draw conclusions;

After the basic development of the content, you can start working on its optimization:

5. For example, the activity time map will tell when your subscribers are most active and leave the most number of likes and comments;

Then set a goal:

6. Decide on the direction of action: first increase the coverage or immediately increase the ER relative to coverage;

7. If you think that the involvement of your posts should or may be higher, determine the percentage that you want to achieve;

8. What are we waiting for?
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