Engagement rate expresses interactions (likes, comments, shares, saves) as a percentage of an audience, so posts with different audience sizes can be compared.
Why it matters
Raw interaction counts reward big accounts and lucky posts. A rate tells you how well a post landed with the people who could have engaged, which is what you need to decide what to make more of.
How to calculate it
Engagement rate by reach = interactions ÷ reach × 100. Engagement rate by followers = interactions ÷ followers × 100. Reach-based rates judge the post itself; follower-based rates judge how engaged your existing audience is. Benchmarks quoted without stating the denominator are close to meaningless, so always say which one you used.
How AeroReply helps
AeroReply calculates engagement rate per post using reach, and shows which pillars and formats perform best. See analytics →
