Engagement rate facebook

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

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


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