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Glossary

What is engagement rate?

Engagement rate is a post's or account's engagement — likes, comments, shares, saves, clicks — expressed as a percentage of its reach or follower count. Expressing it as a rate, not a raw count, lets you compare performance across posts or accounts of very different sizes.

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What is engagement rate, and how is it calculated?#

There's no single official formula every platform uses — the most common versions divide total engagements by either reach (engagement rate by reach) or follower count (engagement rate by followers), and which one a report uses should always be stated alongside the number.

Engagement rate is usually reported per post and then averaged across a date range to judge overall account performance, rather than relying on any single post's number, which can swing widely.

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FAQ

What counts as a 'good' engagement rate?
It varies enormously by platform, account size, and industry, so there's no universal good number — comparing an account's own rate over time, or against similar-sized accounts, is more meaningful than a fixed benchmark.

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