Engagement Rate

The engagement rate is a marketing metric that indicates how actively and involved the target group interacts with a particular piece of content or campaign. Typically, the engagement rate is measured using metrics such as likes, comments, shares, clicks or dwell time.

A high engagement rate indicates that the target group finds the content relevant, interesting or appealing, while a low rate may indicate a lack of interest or an ineffective strategy. Companies usually strive to increase engagement rates in order to promote brand interaction, increase reach and strengthen customer loyalty.