Now that we’ve defined engagement, let’s dive into the analytics. What makes a good engagement rate? It can be hard to identify the benchmark to aim for, and it differs from platform to platform. Here are some numbers to let you know if you’re on the right track.
Often, people wonder if they are using platforms like Facebook and Twitter correctly because they have what they would consider to be low engagement rates. As it turns out, most people average around 0.5-1.0% engagement rates on platforms like Facebook and Twitter, as well as many others. Because of Facebook’s News Feed algorithm and other live stream-style feeds, reaching your audience, let alone getting them to interact with you can be a challenge. Just know that a 1% engagement rate is no failure.
Instagram, however, is known for having higher engagement rates than other platforms. While you may only engage with 1-2% on Twitter, Instagram has closer to a 3-6% engagement rate. It would seem that the nature of Instagram’s eye-appealing visual content, users are more likely to show support with a quick double-tap. Pair a well-designed image with a few smartly chosen hashtags, and you’ll see a great response from your followers.
Email is still the digital channel that boasts the highest engagement rate. While social channels often miss most of your followers, email subscribers are far more likely to see your message in their inbox, and therefore more likely to interact. The average open rate for an email campaign is about 20%. On its own, it can seem like a low number, but as it turns out, it’s still the most effective tool to reach your online audience.