The Most Important Social Media Metrics to Measure in 2021


Engagement refers to how many times and with what frequency your audience members interact with you on social media. Various interactions include likes, comments and shares. Every social media platform offers some type of analytical tool to measure engagement.

High engagement rates often suggest that your social media followers are real people who are actively involved with your accounts. High engagement may also indicate that your audience likes your content and finds it valuable. To calculate engagement rate, try one of these two formulas:

When you want to know the percentage of people that interact with your content after viewing it, use the engagement rate by reach (ERR) formula:

  • Total interactions per post / the number of people that viewed the post x 100 to arrive at a percentage
  • For example, if a post reached 400 people and you had 95 interactions on the post, the engagement rate would be: 95 / 400 x 100 = 23.75 percent

When you want to know the rate that your followers interact with a particular post after viewing it, use the engagement rate by follower (ERF) formula:

  • Total interactions per post / total number of followers at the time of the posting x 100 to arrive at a percentage
  • For example, if a post had 250 interactions and you had 11,000 followers at the time, your engagement rate would be: 250/11,000 x 100 = 2.27 percent

To get an average engagement rate for either formula, you would simply add the engagement rates for a number of posts and divide the total by the total number of posts.



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