What is engagement rate?

Engagement rate is a social media metric that measures how actively an audience interacts with content — through likes, comments, shares, saves, and clicks — relative to the number of followers or impressions. It is a more meaningful indicator of content performance than follower count alone because it reflects whether content is actually resonating with the audience. For SMBs managing social media, a high engagement rate indicates that content is relevant and interesting to the target audience. Consistently tracking engagement rate by content type helps identify what to create more of and what to stop posting, making social media efforts more effective over time.