Engagement Rate (Social Media)
The engagement rate on social networks relates interactions with a post, such as reactions, comments, saves and shares, to its reach or its follower count. It indicates how strongly a piece of content actually occupied the people it reached.
In practice
Fix one calculation method and stick to it, because figures based on reach usually come out higher than those based on follower count — except for posts distributed far beyond your own followers — and comparisons otherwise become useless. Comparing against industry benchmarks helps little, since nobody discloses how they calculated; comparing with your own figures from previous months is more informative. Pay particular attention to saves and shares, as these interactions sit closer to genuine interest than a quick reaction does. A high engagement rate is not a business result: it says nothing about whether enquiries or orders follow.