What is Engagement Rate?

Engagement Rate is a metric that measures how actively involved your audience is with your content. It's typically expressed as a percentage and can be applied to various marketing channels, including social media, email, and websites.

In social media, engagement rate often includes likes, comments, shares, and clicks. For email, it might focus on open rates and click-through rates. On websites, time on page and bounce rate can indicate engagement.

The formula for calculating engagement rate can vary depending on the platform and specific goals. Generally, it involves dividing the number of engagements by the number of impressions or followers, then multiplying by 100.

A high engagement rate usually indicates that your content is resonating with your audience. It suggests that people find your content valuable, interesting, or relevant enough to interact with it.

In B2B marketing, engagement rate can be a valuable indicator of content effectiveness and audience interest. It can help guide content strategy and inform sales teams about prospect interest levels.

Engagement rate should be considered alongside other metrics for a full picture of marketing performance. High engagement doesn't always translate directly to business results like leads or sales.