Engagement rate facebook

What is a good Engagement Rate on a Facebook Page? Here is a benchmark for you

Share this now – press any of the buttons below

michael leander talks about engagement rate for Facebook as a social media marketing metricsWhile marketers have different purposes for engaging their audience with a Facebook Page, most should be interested in knowing how engaging their content is. You need engagement to convert your audience to action.

Facebook engagement rate is measured in interactions. On a Facebook Page that translates into likes, comments and shares of your posts.

Lots of attendees at the Social Media Marketing Masterclass, keynotes or workshops I have presented on Social Media Marketing have asked the interesting question “what is a good engagement rate on Facebook”.

New and free: Go get the 360 Degree Dialogue Brief for more Facebook engagement insights – it is completely free

My answer to the question about average engagement rates on Facebook pages have usually been the following:

  • Above 1% engagement rate is good,
  • 0,5%-0,99% is average and
  • below 0,5% engagement likely means that you need to realign your messages to that of your audience’s expectations and in the process attract more compelling and engaging messages from your community members.

Your Facebook engagement rate is likely to fluctuate a lot. So you should be monitoring your rate of engagement on a consistent basis. But remember to keep your marketing objectives in mind.

SocialBakers analyze and monitor engagement on Facebook pages.

Social media monitoring website SocialBakers, computed the average engagement rates you see below. They align well with my own experience based on years of Facebook experimentation.

If these numbers are true, it also means that the 90-9-1 rule of thumb for social networks is under attack.( The rule that suggests that 1% is your naturally engaged audience, 9% your infrequently engaged audience, and 90% your unengaged audience.)

Check the Facebook engagement matrix below

The first number indicates the number of likes/fans (k = thousands) and Average Engagement Rate means percentage of community members who either liked or commented on wall posts

NUMBER OF FANS/LIKES vs. Average Engagement rate
  • 0 -10k 0,96 %
  • 10k – 20k 0,29 %
  • 20k – 50k 0,21 %
  • 50k – 100k 0,19 %
  • 100k – 200k 0,16 %
  • 200k – 500k 0,13 %
  • 500k – 1 000k 0,11 %
  • 1 000k - ~ 0,09 %

These averages were calculated based on analytics from more than 500.000 active Facebook pages – so should carry significant weight. Now remember these numbers change constantly and the average Facebook engagement rates seem to decrease month after month. This is largely because of Facebook EDGERANK, which I will cover in an upcoming post.

If you are interested in learning about the average lifetime of a Facebook post – go get the information here

Now may be a good time to go check how your Facebook pages compare to the numbers above. You can connect with my Facebook Page here

 

Get more stories like this about Facebook engagement tactics – signup free to The Mind-Box newsletter for marketing professionals here

Share this now – press any of the buttons below

Related Posts

video sharing on Facebook beats other content types
01/16/2013

Video sharing on Facebook outperforms other content types in 5 out of 6 industries

Video sharing on Facebook outperforms other content types in 5 out of 6 industries according to new report

Read story
tools review by michael leander
11/27/2012

Facebook and Twitter monitoring tools: Crowdbooster review

Check my review of Crowdbooster for social media monitoring

Read story
  • Pingback: Report and slides from Rodirect Masterclass in Bucharest | Michael Leander

  • http://www.linkedin.com/in/shawncordner Shawn Cordner

    This is just what I needed: quick, concise and the stats I needed. Thank you!
    -sc

  • Pingback: Why There’s More to Facebook Pages than 'Likes' via @PostAdvertising

  • Robert

    What time period has been used to calculate this? Is it engagement per post, week or 28 days?
    Robert

  • http://www.theventurecatalyst.co.uk Business Start-Up Coach

    Highly relevant to what I was looking for. Thankyou.

  • Pingback: Homepage

  • Candice

    Hi Michael! I stumbled upon this site while researching about FB stats/metrics. I was wondering if this is still applicable with the current timeline feature of FB. Were any stats changed from the previous FB page to the new FB timeline page for brands?

  • http://www.twitter.com/S3C7A Alejandro

    How do you calculate the engagement rate? is there a formula?

  • https://www.facebook.com/WeePiggiesAndPawsHeadOffice Debbie

    Is Engagement Rate the same as ‘talking about this’?
    If so, then my Page is at 500%, and one of my colleagues was recently over 800%.
    793 likes and 3,955 talking about this.
    Can anyone tell me if this is unusually high, or am I reading more into these numbers, I have been looking and cannot find another Facebook Page with anything close.
    Love to help in analyzing these stats for my Page and what I should be looking for to have a successful Page with lots of engagement.
    Thanks, Debbie

    • http://www.michaelleander.com Michael Leander

      Debbie, engagement rate on Facebook is more or less that same as “talking about this”. I have also replied to your query on Michael Leander’s Facebook page.

    • http://www.farlang.com Patrick Slavenburg

      It is pretty high but it does not mean much for company or community pages with low numbers of fans. It’s more interesting if you have 10K+ fans and still are able to score higher than 100%. Second not only a 1-time ratio is sufficient: for how long have you been able to keep that percentage so high? If for months in a row, it WILL eventually lead to faster growth.

      Our page is over 10K and has around 150% talking about us (at least in FB’s own more updated stats rather than what’s shown on the page which has been consistently lower) but it’s a LOT of work. to maintain that level.

      Think of it this way: Facebook is a non-linear system. A high density of interconnectedness, the ability to amplify and the sensitivity to peak emotions –> peaks in the system can make something go viral quite suddenly. You’ve basically just pushed the right buttons at the right time. BUT… to do this consistently is more difficult: it means keeping “the system” in a consistently agitated state.

      Kinda like this adrenaline rush you never come down from…

  • Pingback: Social Media Monday – September 3, 2012 | Small Business on Facebook

  • http://www.gowebbaby.com/wordpress-designer Gowebbaby

    I have no idea how to increase likes or followers in Facebook and twitter respectively/. Will please post any killer series, So that we can get help to increase our engagement rates

  • Lorena

    Hi,
    I am new at handling a Fan Page and would like to know if you could help me out with what is the ideal % of comments to be responded and what is the ideal time range in which to answer them. Sometimes there are way too many questions to be answering all of them. Also, under what criteria should I hide certain comments?

    Thank you!
    Lorena

    • http://www.michaelleander.com Michael Leander

      Thank you for your question, Lorena. I happen to believe that if your audience is important to you, you should try to answer all questions. And preferably fast. About hiding comments, in general you shouldn’t hide or delete comments, even if they are negative. But if you consider a comment or post to be spam or completely irrelevant to what your page is about, then by all means delete it.

      Hope this helps,

      best regards

      Michael Leander

  • Pingback: In the Jungle of Measurement Tools | [ICM] Social Media Marketing Course

    • http://www.michaelleander.me Michael Leander

      Thank you for your comment. The post you are referring to was written some time ago, and there is no doubt that the numbers would look different today. I believe your engagement rate number of 0,74% is really good these days. The averages I am seeing are far less than 0,74% measured over a 6 month period.

      EDGE Rank is really killing organic posts on Facebook. I experience that many brands are having a really hard time keeping the engagement rate at a steady (high) level. It seems most brands are more or less forced to regularly promote posts in order to retain a high EDGE Rank, which is a necessary evil in order to increase engagement rate.

      Apart from engagement rate, conversion rates are pretty important to many advertisers. I’ll be covering some numbers pertaining to conversion in some new material soon.

      Thank you again for your input, much appreciated.

  • http://socialsovik.blogspot.com Jennifer

    Thank you for your insight on average Facebook engagement rates. This proved to be an easy formula to repeat when trying to find rough estimates of engagement. The most recent article posted on my blog includes a link to a GoogleDoc that contains my full research report if you are curious to see how I used your formula.

    • http://www.michaelleander.me Michael Leander

      Thank you, Jennifer. I’ll have a look at your research report.

  • http://www.websiteserviceswholesaler.com/My_Daily_Site_Traffic.php Sarah

    Michael, I only have about 1600 fans. Is it true that to improve their interaction I should post more often? Is there a line point of to many posts. I had heard no more then twice a day for company fan pages. I only ask because I am trying to get all my fans organically none of that buying them stuff and I want them to participate so that maybe I can convince them to make purchases of my products. Thanks for your help in advance! Sarah :)

    • http://www.michaelleander.me Michael Leander

      my best tip is to test it out for yourself. It obviously always depends on the target audience, what type of value your content adds, and what you are trying to achieve. Higher frequency has worked on my B2B page http://www.facebook.com/michaelleandernielsen

  • Pingback: What is the ROI of an Award? | Michael Willis

  • Pingback: What is the ROI of an Award? | ptpamedia.com

  • Pingback: A Graceful Exit | Social Media Marketing in Denver, Colorado

  • Pingback: Understanding Facebook Insights - Entrepreneur Mom Now

  • Pingback: Audience VS Community - Content Marketing Wins. | The Content Marketing Network

  • Pingback: Need real engagement – Content Marketing is the Solution. | The Content Marketing Network

  • Pingback: Facebook Is For Companies, Not Communities | Digital Marketing Consultant

  • http://kanjidaisuki.com/forums/index.php?p=/discussion/210423/he-provides-them-with-information-that-they-cannot-get-elsewhere-on-the-web.-get-in-touch-with-the This Resource Site

    They don’t stop growing once you know the rules either, growth continues due to the interaction with
    people and challenging activities that come with thinking of strategies and tactics.
    Ask for their opinion on the article topic, or their experiences implementing the
    techniques or tools you have outlined. I could take all day long to explain how and why you should
    do this but I don’t have all day so for now I will refer you to this
    excellent guide.

    Feel free to surf to my website :: This Resource Site

  • Pingback: Search Engine Marketing News | Tips for Facebook Marketing | Digital Marketing | Columbus Ohio

  • http://www.petrnemeth.com Petr

    Hi Michael,

    thanks for your posts. I believe that evaluating engagement purely by the value itself does not make much sense, therefore there is not any ‘good’ or ‘bad’ value as you can read in my blog post about engagement rate.

    Regards,

    Petr

    • http://www.michaelleander.me Michael Leander

      hi Petr, first of all please accept my apology for responding so late. Thousands of spam comments stood in the way of seeing your message.

      I’ve read your relevant post. And I completely agree with you. Thanks again for sharing your point of view and the link to your article about engagement rates.

  • Pingback: Three 5-Minute Traffic Strategies You Can Use Now / Infotech Solutions | Web Hosting, Web Design, Graphics Design, SE0, Online Marketing Services

  • Pingback: Three 5-Minute Traffic Strategies You Can Use Now - KidsProfitOnline.com

  • Pingback: Three 5-Minute Traffic Strategies You Can Use Now

  • Pingback: Three 5-Minute Traffic Strategies You Can Use Now | Create A Web Design

  • Pingback: Three 5-minute Traffic Strategies You Can Use Now | Design Mom

  • Pingback: Three 5-Minute Traffic Strategies You Can Use Now |

  • Pingback: “Heaton till Mästarnas mästare” gör varje marknadsförare avundsjuk | Digitala strategier, sociala medier och e-demokrati

  • Pingback: Facebook Likes Are Good, Facebook Love Is Better—How to Attract the Fans of Your Dreams and Live Happily Ever After |

  • Pingback: Do You Have Too Many Likes? Reasons Why Having Less Likes May Actually be Better |

  • Caroline

    “These averages were calculated based on analytics from more than 500.000 active Facebook pages”

    How did you calculate this? and how were these Facebook pages selected?

  • http://contentmarketingservicesinfo.wordpress.com/ Nathan

    Thus the ranking of the website is bound to increase as numerous people share such links.
    Or you could compare sales before and after social media marketing every few weeks.

    For more on using the Internet to raise donations, visit our website for Online fundraising
    tips.

  • Pingback: 8 Ways to Improve Your Facebook Engagement | 8 Ways in 8 Days

  • Pingback: 8 Ways to Improve Your Facebook Engagement Without Ads