Engagement rate
Engagement rate is the share of your audience that interacted with a post: likes, comments, shares and saves divided by followers, reach or impressions, times 100. A post with 50 engagements and 2,000 followers has a 2.5% rate. Your result changes with the denominator, so name it in each report.
Engagement rate
Formula
Variants: (1) by followers = engagements / followers x 100; (2) by reach = engagements / reach x 100; (3) by impressions or views = engagements / impressions x 100; (4) per post = engagements on one post / followers x 100. Always state which denominator and which actions you counted.
Example
Example: a post gets 30 likes, 6 comments, 4 shares and 10 saves (50 engagements). With 2,000 followers: 2.5%. With 1,250 reach: 4.0%. With 2,500 impressions: 2.0%.
Related documents
Related terms
In Weekbird
Weekbird shows post and account metrics for each connected network and exports them as CSV or HTML, so you can count engagements and apply the denominator you chose.
Engagement rate formula
Choose one variant, write it down and keep it for every report you compare. Count the same actions each time. The examples below count likes, comments, shares and saves.
| Variant | Formula | Example (50 engagements) | Use it to |
|---|---|---|---|
| By followers | engagements / followers x 100 | 50 / 2,000 = 2.5% | Compare accounts |
| By reach | engagements / reach x 100 | 50 / 1,250 = 4.0% | Judge one post by who saw it |
| By impressions or views | engagements / impressions x 100 | 50 / 2,500 = 2.0% | Judge one post, repeat views included |
| Per post | engagements on one post / followers x 100 | 50 / 2,000 = 2.5% | Track posts against audience size |
Worked example
A post gets 30 likes, 6 comments, 4 shares and 10 saves, 50 engagements in total.
- By followers (2,000): 50 / 2,000 x 100 = 2.5%
- By reach (1,250): 50 / 1,250 x 100 = 4.0%
- By impressions (2,500): 50 / 2,500 x 100 = 2.0%
The post and the engagements stay the same. The three results differ because each one divides by a different audience.
Why two tools report different rates
Two tools can disagree on the same post for two reasons. One counts link clicks and video plays as engagement and the other leaves them out. Or one divides by followers and the other by reach. Check both choices before you compare a number from one tool with a number from another.
Related terms
- Click-through rate (CTR): clicks divided by impressions.
- Reach vs impressions: unique accounts reached against total times shown.
- Organic reach: accounts reached without paid promotion.
Track it in your week
Weekbird shows post and account metrics for each connected network and exports them as CSV or HTML. Pull the same week's numbers each Friday, apply your formula and compare the trend with your own past weeks.