Facebook engagement rate

Social media

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.

TRACK YOUR FACEBOOK ENGAGEMENT RATE

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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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See this KPI in action here!

Social media report template

Our social media report template has everything you need to get your marketing team started quickly: it’s pre-built with the standard social media metrics and KPIs you need and fully customizable so that you can visualize the data you want the way you want. You can track your entire social media performance, from Tweets (and retweets!) to Facebook analytics stats, Instagram engagement, and hashtags, at a glance.

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Hotel marketing report template

Make marketing and sales reporting a breeze with our sales report template. You can keep up with your bookings, marketing campaigns, organic search results, social media presence, and more with customizable reporting templates. Use DashThis to quickly and easily create your sales and marketing reports so you can spend more time on marketing activities and sales operations.

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Community management report template

Track all your social media performance, and show your social media strategy results to your boss in no time! Spend less time reporting and more time on growing your community with this all-in-one community management report template.

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Digital Marketing report template

Track your digital marketing efforts in one easy-to-understand marketing report. Our digital marketing reports let you track organic search traffic, email marketing campaigns, PPC results, and your social media presence in one spot. It's as easy as signing up and connecting your favourite marketing integrations.

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GA4 Report Template

Demographics, traffic, time on site, conversion back, new users... your client’s websites generate a lot of GA4 data, and keeping up with it constantly can be tiring. Our GA4 report template lets you gather all those key metrics in one great, custom report that your clients will love.

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Advertising Campaign Report Template

Setting up Facebook advertising campaign for your company takes time. And once your results start coming in, creating an advertising campaign report is important to determine your ROI. No need to waste your time figuring out which KPIs to track; our preset advertising campaign reporting template does it for you!

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Facebook engagement rate best practices

Here are some best practices to boost engagement.

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.

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.

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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