Engagement Rate (ER) is the essential metric of the success of your Instagram account.
In the international arena, ER is named the SMM industry currency. It is natural. Magic numbers of engagement indicators directly affect the reward of a content manager or an agency. In Russia, unfortunately (or fortunately?) for SMM-marketers, it doesn’t work the same way yet. But many advanced business owners are seeking this right example. Let’s see what Instagram engagement means and where to find it.
What does the Engagement Rate show?
In general, the Engagement Rate shows a percentage ratio of the audience’s interactions with the post (likes, comments, savings) to the number of people who viewed the publication.
This ratio (our Engagement Rate) is crucial. It is the lighthouse of business account success in the digital world. The calculation of ER came from the professional agencies. Engagement rates are used by marketers to assess the returns of advertising campaign investments or to recognize the growth points of social nets.
SMM specialists spend a lot of time calculating the ER and the ERR. This metric is the obligatory point of any monthly report for customers. Overloaded marketing analysts have to calculate the engagement rate by formulas because there are no prepared ER data in the underlying statistics tools Instagram.
Ways of ER calculation
Consider the main methods of Instagram ER calculation. We use some of them in iXray service. I will duplicate the formulas in English and Russian – choose terminology which is understandable and familiar for you.
So, deeper into maths.
The most popular ER calculation method:
- Engagement rate by impressions (ER impressions)/ Уровень вовлеченности по просмотрам
How to read this formula:
- Engagement rate by Impressions = total of reactions (likes + comments + savings) / Impressions * 100
This method is accurate and fair. We don’t consider the total number of account followers, because not all of them viewed the content.
Engagement rate by impressions is used to calculate the ER of both free and paid publications. This way, we estimate how many people of the viewers reacted to this post.
Along with the first method, the ER can be calculated by reach:
- Engagement rate by reach (ERR) / Уровень вовлеченности по охвату
How to read this formula:
- ERR = total of reactions (likes + comments + savings / reach * 100
ERR calculation method (or ERR ratio) shows more value than ER impressions. This because the “reach” in the formula is the views of unique users. In the first case, all the views are considered, even if someone watched the post for 2-3 times.
As you can see from the formulas, ER and ERR ratios of the iXray service are easy to distinguish even visually – by the icons. If you select Russian in the dashboard, you will see the following titles:
Engagement rate (ER) = Уровень вовлеченности
Engagement rate by reach (ERR) = View on reach rate = Уровень уникальной вовлеченности.
Look at the example of a publication card: by the iXray service, it is so easy to understand the engagement indicator:
We derived unique ER indicators for posts. For example:
- Likes rate
- Savings rate
- Comments on reach rate and others.
What do these indicators reflect, and how are they used? Find answers in the article Unique Instagram engagement metrics by iXray service.
Now you know how to check Engagement rate – a metric that is not available in Instagram. All you need is to join the iXray service.
We know for sure how much time monotonous Instagram ER calculations need. Just imagine the weight of such a routine if you keep three accounts and make 20 posts a month for each of them. Don’t waste your time, log in by the iXray service, and get the ER ratio without efforts. We recommend to track engagement rate regularly, especially for paid publications (if you need to share the promotion results with partners/customers).
ER and ERR are already calculated in iXray service
The engagement rate is calculated not only for each post. You can also see the average ER of the entire account for any period.
ER is available for free for all the users (accounts) of our service. Just open the menu “Analytics” of iXray dashboard.
It’s a kind of magic! Isn’t it?
If you’d like to surf in numbers and dive in details, you can calculate the Instagram ER in other ways. There are six in total. In addition to the both listed:
- Engagement rate by posts (ER post)
- Daily engagement rate (Daily ER)
- Engagement rate by views (ER views)
- Factored Engagement Rate
Wanna learn all of them? Wait for the next instruction titled “Six methods of calculating the engagement rate on Instagram”. It will come soon.
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