Twitter Engagement Rate is the number of times a tweet was loaded into someone’s feed, divided by the number of engagements that tweet received. It is a measure used to show how interesting an individual tweet is, with a higher engagement rate meaning it is more interesting.
Twitter’s algorithm will use this engagement rate to work out whether to show a Tweet to more people than usual or not – as it aims to show the most interesting tweets to as many people as possible.
This same engagement rate calculation can be used to work out the engagement rate of a whole Twitter account – with all impressions and engagements being added up and used in the calculation.
Twitter Engagement Rate Formula
The engagement rate equation used by Twitter is:
Twitter Engagement Rate = (Engagements ÷ Impressions) x 100
Average Twitter Engagement Rate
According to our polling, the median Twitter Engagement Rate for a page is about 1%. The distribution of engagement rates appears as follows:
Here are some key takeaways:
- Over 1/3rd of Twitter users have an Engagement Rate of under 0.5%
- Over half of Twitters users have an Engagement Rate under 1%
- Almost three-quarters of Twitter users report an Engagement Rate under 2%
7 Things To Know About Twitter Engagement Rate
- According to our polling, only 27% of Twitter accounts report an engagement rate of over 2%. If you can beat that, you’re doing well.
- Engagements are defined by Twitter as ‘Clicks anywhere on a Tweet, inc. Retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion.’
- Twitter measures how interesting something is. Facebook measures how many people were interested in something. Neither measure is “better”, but they aren’t directly comparable.
- An impression is counted on Twitter when a tweet loads in a feed *NOT* when someone sees it (because a feed loads many Tweets at once, and you have to scroll down to see them all).
- According to our polling, the median engagement rate for a Twitter account is about 1%. [48% report over 1%, 52% up to 1%]
- Engagements on Twitter include “detail expands”, meaning that a high engagement rate could simply be lots of people zooming in on a Tweet before deciding they hate it!
- On Twitter, Engagement Rate is calculated as total engagements divided by total impressions. This measures how interesting a tweet or Twitter page is *NOT* how many people were interested