Ask questions : This will increase the flow of comments. Let participants express their suggestions or tell how your device was useful to them.
Introduce gamification : game elements keep readers engaged with your post for a long time. For example, they can describe past events using emoji or come up with a funny status.
Make collections and instructions : they are much more likely to be forwarded to friends or added to bookmarks. Useful materials want to be distributed, discussed and returned to later. Due to this, publication rates improve.
Chat in the comments : Your participation in numbers (south korean tv series) discussions will attract more users. As the number of comments increases, the metrics also improve.
Create content that meets the needs of your target audience , taking into account the characteristics of its representatives. Then new members will join your community, and current ones will not unsubscribe.
Optimize your subscriber base : low interest in publications may be due to a large number of inactive accounts. Or, after the giveaway, new members came to you, but the content of the community publications does not suit them. Determine whether they are part of your target audience, and if so, accept their wishes.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
Frequently Asked Questions about Engagement Rate
The engagement indicator allows you to clarify some points related to trading through social networks, but the truth of the findings is not guaranteed. You should not rely on this metric when selling
What ER can be considered good?
There are no uniform criteria for assessing engagement. In most cases, the ER indicator is said to be low if it is < 1%, and high if it is > 3.5%. However, you should not compare your ER with the standard value. The best characteristic of the attractiveness of content is given by studying the dynamics of ER over different periods.
Analytics services can also be useful to find out how your ER compares to communities with similar characteristics. This data can be used to create and optimize content marketing strategies.
Don't forget about the possibility of ER or ERR falling due to growth in reach or number of subscribers. This is inevitable, because the larger the audience, the more difficult it is to meet their expectations.
The main task is to study trends and strive to make the content interesting to subscribers. Here it is important to know how they rate articles, how often they comment and share them. Focus on publishing materials that attract the most attention.
What other indicators, besides ER, should I monitor?
It is not only the activity of users that is important, but also the factors that influence its dynamics, as well as their role in achieving the company’s goals.
What points should be taken into account?
Is there an increase in the number of subscribers?
Is the loyalty of community members ensured?
Are sales growing?
How many leads can you attract?
Does the advertising reach a wide audience?
If you are not satisfied with the results, it is worth making adjustments to the advertising campaign or engagement strategy. Note that high ER and ERR are not important in themselves, but because they allow you to evaluate the effectiveness of the content.
What services should I use to calculate my Engagement Rate?
The analysis is based on community statistics. However, independent calculations take a lot of time and effort, and the likelihood of random errors increases. Therefore, experts turn to specialized services:
LiveDune. Comprehensive analytics and management of social networks. In particular, there are mechanisms for assessing engagement and comparing the obtained indicators with data from similar communities.
Popsters. Statistics and analytics of community content in social networks. The service allows you to determine how effective publications are not only on your page, but also those of your competitors.
DataFan. Analytics of social networks and digital advertising. Along with collecting statistical data from social networks, the service works with advertising accounts. It contains dynamic reports with daily updates.
The listed services are integrated with all popular social networks. With their help, you can create reports with the ability to customize them in depth and save them in a suitable format. Access to the services is paid, but you can use them during the trial period (usually seven days), and then pay for the required tariff.
What do the different indicators mean and when evaluating them they can be useful?
ER by reach is a relative indicator and does not allow you to reliably assess the quality of articles or compare different accounts. For comparison, it would be correct to choose reach as such or in relation to the number of subscribers. This way, you can estimate what proportion of subscribers get acquainted with publications.
You can evaluate the overall audience engagement using the ER Day metric, but you should take into account its inherent shortcomings and especially not use it to evaluate the quality of materials.
The ER Post indicator has the greatest practical value, allowing you to correlate activity for different publications, as well as on different accounts (adjusted for the number of subscribers). Thus, if working with the audience is aimed at increasing engagement, studying the dynamics of this indicator can give good results.
It is worth mentioning two more indicators: LR (Love Rate) and TR (Talk Rate). They are calculated almost the same way as ER Post, only the first indicator characterizes the expression of "love" for the published articles, and the second - how actively subscribers communicate with each other. Accordingly, it is possible to compare pages according to the specified criteria.
It is difficult to establish a correlation between ER and conversions, whether increased activity on social networks is caused by a desire to purchase a brand's products. However, this ratio can be combined with other marketing tools when analyzing the overall effectiveness of the sales funnel.