Contents
- What is the Engagement Rate by Reach (ERR)?
- Difference between ERR and ER
- Why is the Engagement Rate by Reach important?
- How to calculate ERR?
- When should you calculate the Engagement Rate by Reach?
- How to improve ERR?
What is the Engagement Rate by Reach (ERR)?
The Engagement Rate by Reach (ERR) is an important metric in the field of digital marketing. This metric shows how many people who saw your post interacted with it, for example, by liking, commenting, or sharing. ERR can be described as the engagement rate based on reach, calculated using the following formula:
ERR = number of reactions / reach × 100%
It is often assumed that the higher the engagement rate, the better. However, there are nuances to consider when analyzing it.
Difference between ERR and ER
In the context of discussing engagement, you may encounter differences in terminology. Some specialists group all engagement metrics under the common term ER (engagement rate), highlighting different formulas for its calculation. In other cases, ER is used as a specific way to calculate the engagement rate based on the number of followers, where the number of reactions is divided by the number of followers. In this context, ERR serves as a more accurate indicator of engagement related to reach.
I would recommend using ER as a key performance indicator (KPI) in the early stages of account management, when you are just starting to gain your first followers. This will help ensure audience interaction with your content before you begin actively selling or building your community.
Why is the Engagement Rate by Reach important?
In the early stages of social media development, engagement was evaluated solely based on followers, which corresponded to the mechanics of news feeds. Over time, changes occurred, such as algorithmic feeds and targeted advertising, which altered how posts are displayed to users. As a result, it became clear that reach can significantly differ from the number of followers, making ERR more relevant for assessing engagement.
The Engagement Rate by Reach allows for a more accurate assessment of interest in content, as it takes into account interactions not only from followers but also from users who accidentally stumbled upon the post. This is especially important for platforms where users primarily receive content through recommendations.
How to calculate ERR?
To calculate the Engagement Rate by Reach, the following formula is used:
ERR = reactions / reach × 100%
Where reactions are likes, comments, and shares. For example, if the post from "Dodo Pizza Yekaterinburg" received a reach of 16,000 and 98 reactions (31 likes, 63 comments, and 4 shares), then:
ERR = 98 / 16,000 × 100% = 0.6%
Comparing this with the number of followers, it can be noted that ERR is often significantly higher, indicating that the post was not seen by all followers.
When should you calculate the Engagement Rate by Reach?
The Engagement Rate by Reach is useful in the following cases:
- For accounts with low reach: If you have many followers but your posts receive few reactions, ERR can help understand the real engagement of the audience.
- For social networks with recommendations: For example, on YouTube and Yandex Zen, where content is often viewed by users who are not followers.
- For promotional posts: If you want to draw attention to your brand, it is important to know how the audience reacts to your content.
How to improve ERR?
To increase the Engagement Rate by Reach, pay attention to the following aspects:
- Create interactive stories and hold contests.
- Ask questions in your posts, which can stimulate discussion.
- Conduct live streams for deeper interaction with the audience.
However, it is important to avoid methods that artificially inflate reactions, as they do not reflect the real interest of the audience and may damage the account's reputation. Instead, it is vital to analyze the interests and needs of your target audience to create content that will genuinely interest them.