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What is the amplification rate?
The amplification rate, also known as AR, is an important metric in the field of social media marketing (SMM). This indicator demonstrates the likelihood that content will be shared among users through reposts. Translated from English, amplification rate means "speed of dissemination" and serves as an indicator of the virality of a post. A high AR indicates that the content has captured the interest of followers, and they are willing to share it on their pages. This, in turn, increases the chances of rapid dissemination of the post across the social network.
For example, a post about chatbots that garnered 72 reposts is considered a good indicator. However, to accurately calculate the AR, it is necessary to consider the total number of posts and reposts on the account. The higher the amplification rate, the greater the chances of attracting new followers, making it an important tool for SMM managers.
Why is the amplification rate needed?
The amplification rate allows account owners to understand how interesting their content is to followers. This indicator helps determine how well the audience is informed about the company and whether they respond to the brand's news and products. Increasing the AR leads to greater free reach and reduced costs for attracting new followers. A high rate indicates that the content is easily perceived by users, which is important for forming a successful SMM strategy.
Additionally, AR varies depending on the promotional channel. Considering this, SMM managers should track AR for each social network separately to identify the most effective platforms for promotion. For example, accounts of media personalities often have a high AR, making them attractive for advertising.
Formula for calculating the amplification rate
The following formula is used to calculate the amplification rate:
AR = (reposts / number of posts) x 100%
Data for the calculation can be found in the account statistics. For example, if the AR is 1.7, this is a low value indicating a small likelihood of content dissemination. It is also important to track AR over different time intervals. The service Popsters.ru provides statistics on accounts, allowing one to see changes in AR over time. For instance, the AR of the Netflix page in 2023 was 21.9, which is significantly higher than in 2022.
How to measure the amplification rate?
The AR can be calculated manually using the formula, or one can use special measurement tools such as TrueSocialMetrics. This service not only tracks AR but also provides data on other important metrics such as:
- conversation rate (the number of comments on a post);
- applause rate (likes and other positive actions);
- economic value (the indicator of economic benefit).
By analyzing competitor data, SMM managers can learn which types of content work best and adapt their strategy accordingly.
How to improve the AR indicator?
To increase the amplification rate, the following steps are recommended:
- Create useful and informative posts to build trust among followers in your content.
- Diversify content by combining informative, engaging, and entertaining materials.
- Study competitors' content to understand which posts generate the most interest.
- Experiment with posting times, taking into account your audience's peak activity.
- Regularly monitor AR dynamics and adjust your strategy if indicators decrease.
The format of the post also plays an important role. For example, digests with recommendations or valuable information have high potential for reposts. Engaging posts with direct calls to action contribute to AR growth, as followers will be eager to share interesting content.