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Engagement Rate

The percentage of your audience that interacts with your content (likes, comments, shares, saves). Higher engagement signals quality content to the algorithm.

What is Engagement Rate?

Engagement rate measures how actively your audience interacts with your content relative to your total reach or follower count. It's a stronger indicator of content quality than follower count alone.

Formula: Engagement Rate = (Total Engagements ÷ Reach or Followers) × 100

What Counts as Engagement?

  • Likes and reactions
  • Comments
  • Shares and reposts
  • Saves (Instagram)
  • Link clicks
  • Video views (typically 3+ seconds)

Benchmarks by Platform

  • Instagram: 1–3% is average; above 5% is excellent
  • Facebook: 0.5–1% is typical for pages; above 2% is strong
  • TikTok: 3–9% — much higher due to discovery algorithm

Why Algorithm Matters

Platforms like Facebook, Instagram, and TikTok prioritise content with high early engagement. A post that gets lots of likes and comments in the first hour will be shown to more people organically. This is why posting time matters.

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