Facebook engagement rate

Social media is critical for most marketers to engage with their audience and are now vital to a company's digital marketing strategy. The average Facebook user spends about an hour and a half daily on the platform. With billions of users, it's easy to see why any business would want to have significant benchmarks and above-average engagement rates in their social media marketing. But have you ever wondered how Facebook defines its reach and engagement metrics? Or what does it mean for your business page? This is one of the questions the Facebook engagement rate KPI answers, so let's explore this significant metric now.


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What is Facebook engagement rate?

The Facebook engagement rate is the number of likes, comments, shares, and reactions divided by the follower count on your page. This gives you an idea of how much interaction each content you post receives. The higher this number is, the more likely you will get more engagement with future posts.

The higher your engagement rate, the more likely you will attract new customers and build a strong brand presence. Facebook's algorithm wants people to stay on its platform, rewarding those pages and posts with high engagement rates and more visitors. Social networks typically reward users this way, so post engagement and a reasonable engagement rate are good KPIs, especially if you are a marketer focusing on social media management.

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How to calculate Facebook engagement rate?

The Facebook engagement average rate is calculated by dividing the total number of likes, comments, views, and shares your posts have received by the number of fans or total followers who have seen them.

For example, if you have 5,000 fans who have seen your posts and received 1,000 likes and 500 comments for those posts, your engagement rate would be 20 percent. 

Facebook engagement rate calculator


Engagement rate formula: 

Total engagement/ Total Reach = Engagement Rate

What is a good engagement rate?

Industry benchmarks state that the median engagement rate for Facebook is about 0.08%. This varies across industries as sports teams get much more social media engagement than tech industry posts or some media company posts. It's possible to boost the number of people viewing your post content by using Facebook ads and hashtags and optimizing your social media strategy to get more clicks. This will only work for the time period your ads are running.

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What is a bad engagement rate?

A lousy Facebook engagement rate would be anything that falls a few percentage points below your industry's standard. Thankfully, many benchmarks based on social media analytics across various sectors can help you gauge whether you should be getting higher engagement.

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Facebook engagement rate KPI examples & templates

Your Facebook engagement rate can be added to multiple different types of reports. Here are some of them:

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Facebook engagement rate best practices

Here are some best practices to boost engagement.

Facebook engagement rate best practices

step 1 icon Focus your social media content on organic reach

Unless you have an unlimited budget, you'll want to ensure your posts target the right audience. Focus on many engaging and quality posts, hire influencers or creators to help you with content creation, and track other metrics like the total impressions and the number of followers. Add a strong call to action (CTA) to your posts to get more engagement.

Other best practices are similar across social media posts like LinkedIn and TikTok.

step 2 icon Post consistently

If you want to increase Facebook engagement, it's essential to post regularly — at least once a day if possible (daily posting has been shown to increase engagement). Ensure each post is relevant and exciting so people will want to read and share it with friends. You can use UGC (user-generated content) to increase posts while engaging your target audience and vary the post’s content, like memes, contests, giveaways, etc.

step 3 icon Use video content

Video is one of the most engaging types of content on Facebook posts, with videos receiving more engagement than those without video. People also tend to spend longer watching videos on Facebook than photo or text posts. As a result, video posts are ideal for getting your audience engaged with your business page and generating more interest in your products or services.

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