The audience has become more selective, and content managers lie awake at nights thinking over creative concepts and posts. Sooner or later, the brain explodes, and the team starts screaming: "Where are the likes?", “What is all this work for?” Of course, to increase engagement. The engagement is calculated by the Engagement rate (ER) formulas for the following activities: likes or dislikes, comments, retweets, sharing, link click, subscription.
How to calculate the Engagement rate? We divide the likes by subscribers and multiply by 100% — that’s how we get our ER!
There are different calculation formulas for different periods, but if you monitor the activity every day and mark that it’s not growing, the entire marketing department will fall into despair: the ungrateful CA didn’t appreciate the efforts again…
Put aside the panic! To protect your self-esteem as a professional, look at the indicators for a month or for a longer period.
An example from practice: the post in Zen was gathering dust in the backyard for 4 months, and suddenly it rapidly gained an impressive number of views. The team is dancing with joy, likes and comments flow like a river, and subscribers are added along. Victory! A couple of days pass and again, for unknown reasons, the audience's interest also drops rapidly to all new and old posts. The riddle…
So involvement is a rather capricious concept – but it is quite tame.