While the platform has grown dramatically since it first entered our lives nearly 17 years ago, and we’ve witnessed an apparent decrease in engagement over the past year, social media marketers know that it is still crucial to gauge engagement on the main platform.
However, in a time when paid content is the norm and gaining organic reach that can cut through the clutter is harder than ever, what’s an acceptable percentage of interaction on Facebook today?
Let’s discuss how marketers can determine Facebook engagement rates for their business and apply some strategies to get higher engagement.
Calculating Your Facebook Engagement Rate
Before we get into what a decent engagement rate would be in 2022, it’s crucial to define the definition of engagement. At Rival IQ, our definition of engagement is the number of interactions on social media posts. Facebook engagement can be defined as likes, comments, favorites, shares, reactions, and likes.
The engagement rate on Facebook is calculated using all interactions and then divided by the total number of followers.
Shares, likes, and comments + reactions/total number of followers
This formula will reveal the engagement rate on Facebook per post. According to us, these are the most precise measurements to aid marketers in understanding what they’re doing relative to their competition. The engagement rate for each post considers the post’s volume and the audience’s size and reveals the type of content that resonates with your followers regardless of the number of followers you’ve got.
What is a Good Engagement Rate on Facebook?
Based on the 2022 edition of our Social Media Industry Benchmark Report, the average engagement percentage for Facebook is 0.064 percent. Of the top 25 percent of brands in all industries — which are the companies with the highest performance with social networks– the median engagement percentage is 0.174 percent. With those numbers as a base, you can determine the number you’ll need to attain an effective percentage of users engaging with Facebook, in addition to your goal if you wish to rise above the others.
Another aspect that affects the engagement rate on Facebook is the frequency at which you post. It is important to know the frequency of posting on Facebook. The average for all brands can be 5.87 weekly times. Meanwhile, those in the top 25% of engagement post 5.11 times per week.
Facebook Engagement Rate by Industry
We’ve calculated the typical engagement rates across industries. Each sector has its own set of indicators.
Let’s look at the structure of some industries and examples of businesses that receive high engagement within their sector but also have posts with higher engagement rates than the average engagement rate.
The University of Iowa represents the higher education sector; the University of Iowa is one of the most successful brands on Facebook within its sector, per the 2021 Higher Education Social Media Engagement Report. While the industry is generally known to be a success on social media, the University of Iowa stands out as the best on Facebook. One of the top university posts on Facebook this year garnered the highest engagement of 10.1 percent, 68 times higher than the average industry engagement rate.
Although this article is most likely to have an impressive amount of engagement since it revolves around exciting news, there are some lessons any company can take from its followers.
Even if you’re not writing posts on social media for your university or sports organization, you could follow the community and pride in the school aspect highlighted in this article. Make the most of exciting milestones and events your community would like to commemorate. If you decide to celebrate, take action, and do it promptly to take advantage of the momentum.