How To Calculate Your Instagram Engagement Rate

– We’ve talked about calculating
engagement rate on Facebook calculating engagement rate on Twitter, now we’re going to talk about calculating engagement rate on Instagram. And remember, the key statistics we need are the reach of each individual post, and the engagements on
each individual post. And as you’re about to find out, it’s not as simple as it seems. In fact, I’m going to suggest that you create a spreadsheet so that you can calculate it properly. Let’s go over to Instagram, so I can show you what the problem is. From your profile page, click on those three lines at the top right hand side of the screen. We call this a hamburger menu. And click on insights. Now you can see, I have been lazy, I have posted nothing
in the last seven days. I’ve been on holiday. But if I click on see all, I can see all the posts I have, and you can see at the top
it’s filtered by all the posts, which I can filter down to videos or different types of
posts in the last year. So I’m going to bring that
down to the last three months, and I can filter it by the type
of information that I need. And remember, the statistics
that we’re looking for for engagement rate are
reach and engagement. We’re gonna look at reach first, because there’s a few things
to note about engagement. I’ll click apply, and we can see it’s narrowed it down to my most recent posts. And it’s ordered by
the reach of each post. So this one got the most, 236, and if I click on view insights, I can see it got 26 likes, and it got four comments. But there’s more to engagement
than likes and comments. If I click on reach, I can go into my
engagements and click apply. The problem with this is it only accounts for likes, comments, shares, and saves. It doesn’t take into account
things like website visits or profile visits, or follows, or any other of those engagements that is important to marketers. So in addition to making a note of those engagement statistics, you may want to wish to pick a few others that are important from an
engagement rate point of view. So things like calls, emails, follows, get directions if that’s
part of your profile, profile visits, and website clicks. So are any of these important as a part of your engagement strategy? If so, I would make a note of those and count those as engagements as well. Let’s go and have a look
at that spreadsheet, and how we can calculate
the engagement rate from all those statistics that we have. I just created this within Google Docs. I will share a link to
this particular spreadsheet so that you can create your
own version based on it. And you can see I’ve put
in the posts, post date, the post description,
reach, likes, comments, each different type of engagement that I’m interested in on my posts. And that’s why your
Instagram engagement rate could vary greatly depending
on which statistics you actually count as an engagement. Is it just the visible stuff like the likes and the comments? Or is it the more in depth stuff? And really if you’re talking to someone who’s interested in your engagement rate from a promotional point of view, you’re gonna have to find out what they consider an engagement. Let’s go back to the spreadsheet. So what I’ve done is I
put in an equation here. You can see it is sum,
and in brackets D4 to I4. So you can see that is calculating the sum of all the figures within these boxes. And I’ve also calculated a formula for the engagement rate, which you should know by now right? It’s the number of engagements divided by the reach, multiplied by 100. So you can see that number
of total engagements is J, so it’s J4 in this case, divided by the reach
which is C, divided by C4, and I put that in brackets,
and multiplied it by 100. So this post about the Hello Hook has a 20.33% engagement rate which is the best out of all of them. So now I have to figure out why was that one so successful? That’s how you calculate a
post by post engagement rate, but how do you calculate
an engagement rate for a specific period of time? In my case, three months. It’s another formula, it’s just a formula away, so let’s go back to that spreadsheet. And that formula is, equals sum, and you can see I can select that here. And then I can just select
all of these in this box as being the sum, and I want to divide it
by the number of posts. So seven. So it tells me that my overall
engagement rate is 14.03%. I can live with that. I’ve got a link to that spreadsheet, and more information about engagement rate on Instagram, on Facebook, and on Twitter over on the blog.

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