Common ways to calculate it
| Formula | Calculation | Good for |
|---|---|---|
| By reach | Engagements divided by reach | Judging how compelling a post was |
| By followers | Engagements divided by followers | Comparing accounts of different sizes |
| By views | Engagements divided by views | Video and ads |
Pick one formula and stick to it. You cannot compare rates from different formulas.
Why benchmarks mislead
Published averages mix huge brands, creators and small shops across many industries. Small local accounts often get higher rates than large ones, because their followers know them personally. Your own trend is the most useful benchmark.
Follower growth worth having
- New followers from your service area
- Followers who comment, message or visit
- Growth that follows good posts, not giveaways
- Steady monthly growth instead of sudden spikes
Sudden spikes usually come from giveaways, viral posts outside your area or fake accounts. Buying fake followers can also break the FTC rule on fake social media indicators.
What to report
Report engagement rate, follower growth and, above all, messages, calls and leads from social. A smaller, engaged local audience can bring more customers than a large, distant one.
Good example. A dental office grows to 1,200 local followers over a year. Engagement holds steady and Instagram brings new patient messages weekly.
Bad example. A dental office runs a national giveaway and gains 8,000 followers in a week. Engagement collapses, and no new patients come from them.
Read which KPIs to track. Our social media marketing reports trends against your own baseline.