Facebook Engagement Rate Benchmarks


Use our Facebook Engagement Rate Benchmarks to check the performance of your posts and ads against thousands of other marketers. Compare your recent engagement rate to relevant trends, and find out if your performance is being affected by something other than your own work.

 

Please note: Facebook measures engagement rate differently than other platforms (see below). This benchmark is for the engagement rate you see within the Facebook platform itself.

 

Facebook Engagement Rate Benchmark

Use the drop-downs to filter results so that you can compare your results to those similar to you.

 

 

Notes:

  • When using the drop-downs, you can:
    • Filter results by ads or organic posts.If you leave the categories unfiltered, the results will contain any Facebook activity.
    • Select multiple options at once. To do this first untick the top tickbox (by the name of the drop-down). Then tick the box by each option you would like to see included in the data
    • Reset to “all”. To do this you simply tick the top tickbox (by the name of the drop-down).
  • You can directly compare your results to the benchmark by using our Facebook Engagement Rate calculator.
  • As the above figures are self-reported we use multiple filters and levels of analysis to ensure the data is useful.
  • More options to break down the benchmark further (including by more countries) are coming as we gather more data.
  • If you notice this benchmark has stopped working, please let us know at justin@theonlineadvertisingguide.com.

 

How should I use this benchmark?

The best use of this benchmark is as context for your results – if your engagement rate is following a general trend for Facebook activity then that is useful to know.

For example, if your engagement rate goes down suddenly one month and you see that this is repeated elsewhere, then perhaps it was not your campaign tanking but instead an industry-wide issue out of your control.

Similarly, if your engagement rate is suddenly really good one month (but so is everyone else’s) then perhaps you are not a Facebook marketing genius after all! (You still might be though).

Adding benchmarks to reporting and forecasting can be very illuminating.

 

How do I compare my results to these benchmarks?

If you want to compare your results directly to the above benchmark, here is a simple guide to help you. If your results are…

  • above the Top 25% figure, you should be very pleased
  • above the Average Engagement Rate figure, you should be slightly pleased
  • below the Average Engagement Rate figure, you should be slightly disappointed
  • below the Bottom 25% figure, you should be very disappointed

Most results occur between the top 25% and bottom 25%, so if you are somewhere in the middle you are more or less doing ok.

Again, please note that the best benchmark is always your past performance. If you performed better compared to the same time last year then that is important. This benchmark is more useful for context than a direct comparison.

 

What do percentiles mean?

We included the 25th percentile (bottom 25%) and the 75th percentile (top 25%).

These work by putting all the engagement rates in order from smallest to largest, then choosing the numbers that are 25% from the bottom and 25% from the top.

We include these top and bottom 25% markers for a few reasons:

  • Most results occur between these top and bottom markers. If you are within this range, your campaigns are performing more or less as expected.
  • If you are performing below average then it is useful to know how far below it you can be before you should be concerned.
  • If you are performing above average then it is useful to know how much you should be celebrating.
  • If you are particularly good (or bad) at Facebook Marketing, then comparing yourself to the average probably isn’t that helpful. By providing these extra sets of data, you can compare your results to benchmarks more relevant to yourself.

 

How is Engagement Rate calculated for Facebook?

The Engagement Rate for Facebook is calculated by dividing the number of engaged users by the amount of reach a post or ad has received.

This is slightly different to:

  • Other social networks – which use engagements divided by impressions (which measures how interesting something is).
  • Influencer marketing agencies – which use engagements divided by fans (which measures how engaged you’re audience is)

Facebook’s measure of engagement rate is intended to show what percentage of people were interested in your posts or ads. It doesn’t take into account how interested they are, nor whether they are fans of your page.

The Facebook Engagement Rate equation is:

 

Facebook Engagement Rate Formula

Engagement Rate = (Engaged Users ÷ Reach) x 100

 

If you look at Facebook’s own reporting on posts or within Ad Manager, this is the type of engagement rate it uses. It is therefore useful to measure this type of engagement rate as it is also what Facebook will use to decide how much reach to give to content.

Engagement Rate is a simple way to gauge interest levels. People will entirely ignore bad or dull content, so if your content is engaging that is generally a great first step.

 

Please note: Negative comments will still count as engaged users. Relying on engagement rate alone as a measure of success is risky – you should always keep an eye on how people are engaging with your content.

 

Find out more

 

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