Also known as: Engagement ratio, Interaction rate
A percentage showing how much interaction (likes, comments, shares, saves) a post receives relative to its reach or follower count — a key KPI for the health of a social media account.
There are two commonly used formulas: (1) Engagement rate by reach = (interactions / reach) × 100%, (2) Engagement rate by followers = (interactions / followers) × 100%. For agencies, "by reach" is fairer — you assess whether the people who saw your content also engaged, independent of follower count.
Benchmarks (Instagram, 2025): 1-3% is average, 3-6% is good, 6%+ is excellent. TikTok runs higher (5-15% on average), LinkedIn lower (1-2% on average). Agencies should apply benchmarks per platform and per industry.
An Instagram post for client Z reaches 2,000 people and gets 80 likes, 12 comments, 8 saves = 100 interactions. Engagement rate = 100 / 2,000 = 5%. A good figure for B2C in the fitness niche.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
A structured overview an agency sends a client every month — covering KPIs, highlights, lessons learned and concrete actions for the month ahead.
The strategic and operational management of all of a brand's social media channels — including content creation, planning, publishing, community management, advertising, and performance measurement.
Publishing the same content to multiple social media platforms at once — for example, pushing a single post to Instagram, Facebook, and LinkedIn simultaneously — to expand reach without extra work.
Automatically publishing social media posts at preset dates and times — without anyone needing to step in at the moment of publication.
A central interface where all messages from every social media platform (DMs, comments, mentions, reviews) come together — so an agency no longer has to switch between separate apps to respond.
Continuously tracking when and how a brand name is mentioned online — on social media, in blogs, on forums, or in reviews — so the brand can respond or spot trends.
A deliberate plan for which hashtags go under which posts — using a mix of popular, niche-specific and branded tags to reach the right audience rather than a random pile of tags.
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