What is a good Engagement Rate on a Facebook Page? Here is a benchmark for you
While marketers may 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 and/or comments as well as shares of your posts.
Lots of attendees at the Social Media Marketing Masterclass, keynotes or workshops I’ve 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 and utterly 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.
SocialBakers analyze and monitor engagement on Facebook pages.
Social media monitoring and analytic specialist SocialBakers, came up with 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
- 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 EDGE, which I will cover in an upcoming post.
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
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By Report and slides from Rodirect Masterclass in Bucharest | Michael Leander November 5, 2011 - 5:52 pm
[...] Remember the 90/9/1 rule and keep in mind that 1% is considered a good engagement rate in social net… [...]
By Shawn Cordner November 8, 2011 - 8:50 am
This is just what I needed: quick, concise and the stats I needed. Thank you!
-sc
By Why There’s More to Facebook Pages than 'Likes' via @PostAdvertising March 22, 2012 - 11:07 pm
[...] this is not unusually low for Facebook Pages; in fact, it’s quite average. Many brands are very successful in generating Likes but fail to keep their fans talking. When it [...]
By Robert April 20, 2012 - 10:07 am
What time period has been used to calculate this? Is it engagement per post, week or 28 days?
Robert
By Business Start-Up Coach May 4, 2012 - 10:17 am
Highly relevant to what I was looking for. Thankyou.
By Homepage May 11, 2012 - 4:36 am
… [Trackback]…
[...] Read More: michaelleander.me/blog/facebook-engagement-rate-benchmark/ [...]…
By Candice May 16, 2012 - 5:58 am
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?
By Alejandro June 14, 2012 - 4:19 pm
How do you calculate the engagement rate? is there a formula?
By Debbie August 15, 2012 - 7:54 pm
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
By Michael Leander August 16, 2012 - 5:53 am
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.
By Patrick Slavenburg December 17, 2012 - 7:19 am
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…
By Social Media Monday – September 3, 2012 | Small Business on Facebook September 18, 2012 - 3:48 am
[...] Marilyn Kay Hi Joe Soltis, 10% engagement is remarkable for most fan pages. Here’s a post on typical engagement rates. Note that tha more fans the lower the engagement is usually. http://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/ [...]
By Gowebbaby November 1, 2012 - 10:36 am
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
By Lorena November 8, 2012 - 3:12 pm
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
By Michael Leander November 17, 2012 - 1:59 pm
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
By In the Jungle of Measurement Tools | [ICM] Social Media Marketing Course January 10, 2013 - 8:36 am
[...] Michael Leander, award winning international speaker, trainer and marketing consultant, claims that above 1% Facebook 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. We calculated the average post engagement rate for all the monitored days and ended up with 0.74 figure which is, according to Michael Leander, is normal. However we believe that this number has been forced by New Year holidays’ high fan engagement whereas if we just monitored the regular days, the rate would be much lower. [...]
By Michael Leander January 10, 2013 - 9:28 am
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.
By Jennifer March 25, 2013 - 9:47 am
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.
By Michael Leander March 29, 2013 - 3:42 pm
Thank you, Jennifer. I’ll have a look at your research report.
By Sarah April 6, 2013 - 11:03 pm
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
By Michael Leander April 7, 2013 - 1:53 pm
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
By What is the ROI of an Award? | Michael Willis April 27, 2013 - 8:22 pm
[...] Michael Leander (@michaelleander) also has a really good piece on his blog that tells you all about Engagement Rate Benchmarks, and how to tell if your engagement rates are good or [...]
By What is the ROI of an Award? | ptpamedia.com April 30, 2013 - 12:49 pm
[...] Michael Leander (@michaelleander) also has a really good piece on his blog that tells you all about Engagement Rate Benchmarks, and how to tell if your engagement rates are good or [...]