Engagement Rate

The engagement rate is an important metric in online marketing that measures how intensely users interact with content. It indicates what proportion of the reached audience actively responds to a post – for example, through likes, comments, shares, or clicks. Unlike mere reach figures, the engagement rate provides insight into how relevant and appealing content actually is for the target audience.

The engagement rate is usually calculated by dividing the total number of interactions by the number of impressions or followers and multiplying by 100. A high engagement rate indicates that the content emotionally resonates with users or offers genuine added value. It is therefore an important indicator of the quality and impact of social media posts, blog articles, or online advertising campaigns.

Companies use the engagement rate to evaluate the success of their content strategies, further develop content in a targeted way, and better align their marketing activities with the needs of the target audience. In a time when users are confronted with a flood of information, the engagement rate is becoming increasingly important, as it reveals genuine resonance rather than merely measuring pure reach.