Engagement Metrics in Digital Marketing Strategies
As someone who works at a PR agency or social media agency in Jakarta that manages business social media accounts, you’re probably already familiar with the ins and outs of social media and its metrics in digital marketing strategies. Yep, social media metrics are probably part of your daily routine—from tracking the number of followers and engagement rates to responding to followers’ questions or comments.
Previously, Media Buffet PR covered one of the most common metrics—Brand Awareness—which you can read about in full here. Now, Media Buffet PR will discuss another metric that’s just as important and always serves as a benchmark for the success or failure of a digital marketing campaign. Scroll down to learn more.
Table of Contents:
Engagement Metrics
Having a large number of followers is certainly a positive indicator for a business or brand’s social media account. With more followers, it means the reach of the audience for the brand account you manage is also expanding.
However, no matter how many followers your account has, it won’t mean anything if you fail to build good relationships and interactions with them. So, how can you measure how successfully your business account is engaging with its audience?
Engagement Rate
Engagement rate is a metric that measures the level of interaction between content and the audience. A good engagement rate indicates that the brand has a strong relationship with its audience. The audience also shows a high level of interest in the content shared.
Here’s how to calculate it, as cited by Hootsuite: likes + comments + shares × 100
Total Followers
Engagement Rates Across Social Media Platforms
In this era, PR agencies in Jakarta and social media agencies in Jakarta use more than one social media platform to run their campaigns. How do engagement rates compare across each platform?
Instagram is a social media platform widely used by brands. It has a fairly good engagement rate, ranging from 1–5%. According to Hootsuite, a good average engagement rate on Instagram ranges from 1–5%.
Twitter is a social media platform that focuses more on text-based content. According to Scrunch, a good engagement rate on Twitter ranges from 0.02–0.09% per tweet.
TikTok
TikTok is a short-form video social media platform that has been gaining popularity recently. The short duration of the content allows brands to create videos that grab the attention of audiences with short attention spans. According to a Statista study, the average engagement rate ranges from 3–9%.
Those are the ins and outs of audience engagement metrics on social media that you need to know.
As a metric for measuring follower interaction with brand content, the engagement rate is an essential aspect of digital marketing that social media agencies and PR agencies in Jakarta must master.
Hope this helps!
