A measure of how actively an audience interacts with content — likes, comments, shares, saves — typically calculated relative to the size of the audience that saw it (impressions or followers).
Why it matters
Engagement rate is often a better indicator of content quality and audience resonance than raw follower count or reach alone, since it reflects whether people are actually responding to content, not just passively seeing it.
In a sentence
"The account with fewer followers actually had a higher engagement rate — a smaller, more genuinely interested audience."
Related terms
- Often confused with: Reach (engagement measures interaction; reach measures how many people simply saw the content, regardless of whether they interacted with it).