Interaktionsrate

The interaction rate (English: engagement rate) measures how actively users interact with digital content such as social media posts, emails, or websites. It relates the number of interactions—such as likes, comments, shares, clicks, or video views—to the total number of reached or visible users.

This metric provides insights into how relevant and engaging content is for the target audience. A high interaction rate indicates that users do not just consume passively but actively engage with the brand or the offer. This strengthens customer loyalty and promotes the spread of messages.

Example: An Instagram post receives 1,000 likes, 200 comments, and 100 shares with 20,000 reached users. The interaction rate is calculated by dividing all interactions by the reach—in this case, 6.5 percent.

The advantage of the interaction rate is that it goes beyond mere reach numbers and reflects the quality of user engagement. Companies can use engagement data to optimize content strategically and better align their communication strategy with the needs of their target audience.

For successful online marketing, the interaction rate is a key metric, as it shows how well content resonates with the audience and how effectively it contributes to brand building and conversion.