Updated
Engagement describes how actively people interact with a brand’s content. On social media it means likes, comments, shares and saves. On a website it can mean filling in a form, downloading a guide or watching a video.
How engagement rate is calculated
On social media, engagement rate = interactions / reach (or followers) × 100. A post with 50 interactions and a reach of 2,000 has an engagement rate of 2.5%. In GA4, engagement rate is the share of engaged sessions, the opposite of the bounce rate.
Why engagement matters
Platforms show content with high engagement to more people, so it increases organic reach. Comments and questions also tell you what your audience cares about. Engagement is not an end in itself, though: what counts in the end are enquiries and sales.
How to increase engagement
Ask questions, reply to comments, share practical tips and behind the scenes content, use short videos such as Reels and involve customers through UGC.
We look after engagement as part of our social media management.
Further reading: Social media algorithms in 2026.
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