A Facebook Engagement Rate is a simple measure to identify the relative engagement of a fan page to its fans. The Engagement changes on a regular basis and can increase or decrease depending on the relative activity of the page during the past week.
Each page will have a different engagement rate based on its size and relative activity during the past 7 days. Based on our own index of over 2,000 brands BirdSong can identify an average engagement rate the 7th September 2013. This engagement rate is made by looking at the engagement rates across thousands of pages to draw the averages.
The Engagement Rates provided are based on data taken on the 7th September 2013 providing a ‘snapshot’ for Facebook Engagement Rate. We expect most engagement rates to fluctuate over time so check back later as we will update the engagement rates regularly.
Based on the the sample of over 2,000 global fan pages we have identified an average Facebook engagement rate of 1.67% . We are also seeing a range of Facebook engagement from 0.1% to 29%. Click here to see the latest Facebook engagement rates from February 2014.
Factors Impacting Facebook Engagement Rates
Facebook Engagement rates will fluctuate based on site activity and the relative engagement of that activity. A brand that posts more often will have greater potential for a higher engagement rate.
A page that actively shares engaging content, like photographs will also potentially do better. At present, we expect the new Facebook competition rules to be pushing engagement rates higher as competitions can now be measured by likes. Brands also working hard to actually engage with their audience by asking questions and responding to them will also have greater potential for engagement.
Below is part of a BirdSong Facebook Report for Starbucks.
These graphs show standard Facebook insights for any page. You can see the average number of likes per update and the % of all posts of each update type. On the right hand side you can see the popularity of each update type. From these insights you can immediately see that photos are most popular but not the most used update type. So, posting more photos could be a quick route to boosting engagement.
Other elements that will impact the engagement rate can also be the time of day and day of week. Again, BirdSong shows you the most engaging times of day and days of week for posting. By optimising the post schedules against the highest average likes you will be in a position to boost your Facebook engagement.
Average engagement rates will fluctuate. With BirdSong you can take a regular pulse of engagement to understand the key elements that will impact the engagement rate.