Engagement Rate Calculator: Facebook, Linkedin, Twitter
17th July 2020
Engagement rates are how to tell how engaged your followers are with your social content.
A good engagement rate shows that you’re winning your followers’ attention and they’re interacting with your content.
But a good social media engagement rate differs for every social media platform. So what makes a decent engagement rate on Twitter is radically different to what makes a good engagement rate on Facebook and Linkedin.
That's why you should only compare apples with apples. So what should your engagement rate be? And how do you keep track of it?
We’ve built an engagement rate calculator so you can check your engagement rate and work towards making improvements. Download your free Engagement Rate Calculator below.
Looking for more info about how our Engagement Rate Calculator works? Jump to that part of this blog.
That depends on the social channel you’re using at the time. It could mean a like, a comment, a share, a retweet, a click, the expansion of an image, and many other actions.
All these engagements are added per post, then divided by the total number of impressions on that post. The number you get is a percentage.
By rate, each social platform means the total engagements a post received, divided by the total number of impressions on that post. This is usually expressed as a percentage.
A Facebook post that gets 1000 views and 100 engagements has a 10% engagement rate. That’s because (10 engagements /100 views) x100 = 10%.
Our engagement rate calculator pulls all your Twitter, Facebook and Linkedin data from the past 90 days so you can see your average social media engagement rate across each social channel.
Social media engagement rates tell you how hard you’re working the social algorithms.
If you’re getting a consistently low social media engagement rate, the social platform doesn’t consider your post to be worthy of promoting.
That can be because you’ve got a history of promoting content that doesn’t get much engagement, or because that specific post hasn’t been engaged with much since it was posted.
Either way, you can quickly tell if your social channels are throttling your content, or whether your content is set up to grow.
Note: Did you know you can take a deep dive into your data using ContentCal Analytics? Get started with a ContentCal trial for free.
An engagement rate calculator is one of many social media tools that can be used to identify the engagement rate of your social posts.
Our engagement rate calculator does the basic calculation of total engagements per post / impressions per post x100.
Many engagement rate calculators work in this way - and ours does too - but we wanted to take it a step further.
With our engagement rate calculator you can compare engagement rates for each channel.
We’ve added date selectors, so you can change the time period for engagements, and we’ve also added a frequency graph, so you can see how many of your posts for each channel fall into different engagement rate ranges.
If you haven't already, get the calculator below.
We built the Engagement Rate Calculator to give you a complete view of the engagement rates for your social accounts. We found lots of calculators online but they were really basic, just providing the basic calculation of impressions / engagements. We wanted to show you how engagement rates changed for all your posts across a much longer period of time.
That’s why we put together our own engagement rate calculator you can use for free. Here's a video from Andy, our Head of Growth, explaining how the calculator works.
If you haven't already got your free Engagement Rate Calculator, you can access it here.
You’ll see the sheet is locked, so you’ll need to make a copy of the calendar for yourself. To do this you just need to go to File > Make a Copy.
Then you’ll have your own duplicate of our Engagement Rate Calculator that works in the same way. But this time it’s editable, so you can make changes.
If you haven’t already got a Google account, you won’t be able to use the calculator. You can sign up for a Google Account here.
Tick off the social channels you’d like to look at more closely. The options are:
There are loads of Instagram Engagement Rate Calculators online, so if you’re looking for that, here’s a good one.
You can always change this step later to choose a different time window. This is just to help identify which data we show first.
The options for different time windows are:
- The past 7 days
- The past 14 days
- The past 30 days
- The past 60 days
- The past 90 days
The different time options show you how your engagement rate changes over time.
When you selected your target social channels, instructions for the final part of getting the calculator ready appeared.
In the screenshot below, you can see in our calculator we now need to import data from Facebook and Twitter.
If you selected Linkedin earlier, Linkedin will appear below too.
It’s really easy to download and import your data from Facebook, Linkedin and Twitter, and it’s easy to upload this to the Calculator too.
However, there are a couple of steps to it, so we want to take you through a brief walkthrough so you’re 100% sure about what you’re doing.
Note: With ContentCal you'll have access to all of these tools from one central place. Get started with a trial of ContentCal for free.
It’s really easy to download your Facebook data when you know how. And we’re going to tell you exactly how to do it.
- First of all, access your business’s Facebook account. On the right hand side of the screen you should see ‘Your Pages’. Choose your company page.
- When you’re on your company page, go to ‘Insights on the left-hand side of the page
- Click on Export Data
- Then choose ‘Post data’ for Data type, ‘Comma-separated values’ for File format, and go back at least 90 days for date range (doesn’t matter if it’s more). Layout stays the same as ‘All page post data’. Hit ‘OK’ and your data will be downloaded.
Importing your Facebook Data to the Engagement Rate Calculator is pretty easy too, especially now you have your downloaded CSV file of all Facebook data.
- Before you even open that downloaded file, go to the Engagement Rate Calculator and go to the Facebook Export tab at the bottom. You should see a sheet that looks like this.
- Next click on the green cell (cell B2). It should be surrounded by a blue box. Then click File > Import. Choose to upload a file, and select your downloaded CSV file with the Facebook data.
- Before you import any data, choose to ‘Replace data at selected cell’, leaving the other two options as they are. Then hit ‘Import data’.
- All your data is now imported!
- Go back to the Engagement Rate Calculator tab and you will see that data from Facebook is pulling through in your results. You can change the date selector from the earlier stage to see how your results change over time.
Downloading your Twitter data is much more simple than you might think.
- First of all, log in to your company’s Twitter account. Then, choose ‘Analytics’ from the menu.
- At the top of the page, go to Tweets and choose the last 90 days (Twitter won’t allow you to go further back).
- Then hit ‘Export Data’. Choose ‘Export Data by Tweet’ in the dropdown menu.
- Your Tweet data now exists as a CSV file in your downloads folder.
Right. You’ve downloaded your Twitter data, now you just need to import it to the calculator. The process is really similar to importing your Facebook data.
- Go to the Engagement Rate Calculator and go to the Twitter Export tab at the bottom. Click on the green cell (B2)
- Then click File > Import. Choose to upload a file, and select your downloaded CSV file with the Twitter data.
- Before you import the data, choose to ‘Replace data at selected cell’, leaving the other two options as they are. Then hit ‘Import data’.
- All your Twitter data is now imported!
- Go back to the Engagement Rate Calculator tab and you will see that data from Twitter is pulling through in your results. You can change the date selector from the earlier stage to see how your results change over time.
Here’s how to download your Linkedin data. You won’t be surprised to learn that the process is very similar to downloading your Facebook and Twitter data.
- First thing’s first. Go to your company’s Linkedin account.
- Choose Analytics in the page menu and choose ‘Updates’
- Hit ‘Export’ on the right hand side of the page.
- Choose the last 12 weeks and hit ‘Export’. You now have a download of all your Linkedin post data.
Importing your Linkedin data is a little different to your Facebook and Twitter data, because it’s saved as a different file type.
This adds one more simple step to the process.
- Before you do anything else, open a new Spreadsheet in Google Sheets.
- In the new spreadsheet go to File > Import > Upload. Choose the .xls file you just downloaded from Linkedin. This uploads that spreadsheet to Google Sheets.
- Go to the second tab at the bottom of the sheet called ‘Update engagement’ and hit CTRL+A (or Command+A if you’re on a Mac) to select all. Then hit CTRL+C (or Command+C) to copy all this info.
- Go back to the Engagement Rate Calculator, go to the ‘Linkedin Export’ tab, and select the green cell.
- Paste (CTRL+V or Command+V) the Linkedin update data into this cell. Go to column G (the date column) & select every cell with a date in. Go to Format > Number and choose 'Date'. Even if date is already selected, sometimes you need to give this a quick refresh.
- Go back to the Engagement Rate Calculator tab and you will see that data from Linkedin is pulling through in your results. You can change the date selector from the earlier stage to see how your results change over time.
When you’ve got all your data loaded into the calculator you can toggle different dates to see how your engagement changes between those times.
You can also see the frequency of each engagement rate per post on the engagement rate graph.
These two features come in handy because it’s easy to see which is your best channel for engagement. Is it Facebook, Twitter, or Linkedin?
You’re also able to see how consistently your posts get a good or bad engagement rate. This tells you how the social algorithms are likely to see your Tweets.
If you consistently score low or high, the algorithm for that channel thinks it has you figured - either as a poster of high-quality content…. or less so.
If there’s a broad range of engagement rates, the quality of your content varies more. You’ll either be posting higher quality content which the social algorithms are starting to reward more, or the quality of your social posts has started to decline.
It’s important to keep an eye on this stuff. We’re firm believers of “if you can’t measure it, you can’t improve it.” You need this information in order to improve your social media plan.
Note: Want us to do all of the hard work for you? Get a trial of ContentCal for free.
When you’re looking at your social media engagement rate, your first question will be - how good is my score?
And it’s a good question. What makes a good social media engagement rate changes quickly as each social channel changes how their algorithm works.
For example, over the past few years, Facebook has continually reduced the reach of posts.
That means there are generally more engagements in comparison, which means that engagement rates are generally higher than they were before.
We’ve done a full rundown of what makes a good social media engagement rate for each social platform.
Linkedin is probably the best platform for driving engagement and poses the biggest opportunity for individuals and businesses that want to increase awareness of their B2B brand or recruit for their B2C company.
A good engagement rate for Linkedin is about 2%, however, this can climb all the way up to 5 or 6%, depending on the type of content you are sharing from your content marketing calendar.
Engagement rates tend to be lower for Twitter than for Facebook.
Most would consider 0.5% to be a good engagement rate for Twitter, with anything above 1% great.
Smaller businesses with an engaged following should aim for an engagement rate that’s consistently more than that, though.
At ContentCal we see our Twitter engagement rates at about 1.5 - 2%, due to having a smaller but more engaged audience than many of our competitors.
Like Facebook’s engagement rate, Twitter’s engagement rate is calculated as the total number of engagements a Tweet receives divided by the total number of impressions on that Tweet.
A good social media engagement rate on Facebook can be as little as one to two per cent according to industry experts.
But that generally refers to big brands, like Coca-Cola, who benefit more from the awareness of sitting on your feed un-clicked than a small business that’s trying to push you to a sale, for example.
1-2% is an OK engagement rate if you get handed a social account with a large, unengaged following. But who wants that?
An engagement rate of 5% is what you should be aiming for if you’re a small business that aims to use social media platforms and alongside social media publishing tools as a way of building a community.
With 500 million active users, Instagram provides a big opportunity for companies who have a visual appeal, and especially those with a physical product.
Engagement rates are typically higher than Linkedin, Twitter, and Facebook, partly due to the nature of the format. With one post per screen, you’re made to focus on the content, and either engage or scroll past.
Around 2% is seen as a good social media engagement rate on Instagram. Anything 3% or more is great.
In the survey conducted by Rival IQ, the Higher Education sector had a higher than average rate of 3.5% while Retail was lowest with 0.67% engagement per post.
Note: Ready to get started? Sign up for a trial of ContentCal for free.
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