Why engagement rate is one of the most important KPIs

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In a world where consumers are inundated with content on a daily basis, it is no longer enough just to be visible. Brands that really want to make a difference need to do more than just transmit: they need to connect. Engagement plays a central role in this. It is measured by the engagement rate. It indicates how involved your target audience is with your brand and largely determines your long-term success.

(Read more below.)

Why engagement rate is one of the most important KPIs

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What do we mean by engagement?

Engagement refers to the level of commitment someone feels to a brand or product. In marketing terms, it means people's interaction with your content, such as liking a post, commenting, sharing or clicking on a link. The way a company engages with a customer determines the level of engagement. The more valuable the interaction, the stronger the engagement.

Engagement occurs through various channels. The best-known form is social media. But it also includes e-mail, websites and other digital platforms. It is a reflection of how well your brand connects with the interests and needs of your target audience.

So in general, we can say: the more engaged someone is, the more valuable that person becomes as a customer.

Why is it important for your brand?

Engagement is part of a strong marketing strategy. It forms the bridge between your brand and your target audience. Engagement fosters long-term relationships with your target audience.

Here are the key benefits of engagement:

Brand loyalty: engaged customers are more likely to make repeat purchases and are more likely to recommend your brand to others
Feedback and improvement: Through interaction, you gain valuable insights into the preferences of your target audience. This allows you to improve your products, services and communication.
Visibility through algorithms: Engagement increases visibility, especially on social media. When your brand is visible, it triggers the algorithms. These algorithms show your content to a wider audience
Emotional connection: engagement builds an emotional relationship that goes beyond just sales. It builds trust and brand preference.
Relevance: By actively participating in conversations and interactions, your brand is seen as current and valuable.
Higher conversion: Engaged followers are more likely to proceed to actions such as; purchases, subscriptions or downloads.
Organic growth: Satisfied customers share your brand with others. This leads to natural credible growth.

How do you know if an engagement rate is good?

The engagement rate is the unit of measurement that shows you are successful in engaging your audience. It allows you to see how successful a post or campaign is. You calculate it as follows:

Engagement rate = (likes + comments + shares) / total number of followers x 100

Exactly what constitutes a good engagement rate depends on the platform.

Social media: Between 1%-6% is considered normal to good, depending on the platform.
Email marketing: An engagement rate of 5% or higher is considered strong.
Websites: Here you measure engagement with other indicators, such as a high bounce rate (1-2 minutes.

A good engagement rate helps you assess the effectiveness of your content or campaigns and make adjustments where necessary.

What makes it difficult to build engagement?

While engagement is hugely valuable, there are also some challenges:

Creating quality and relevant content that suits the target audience.
Consistently communicate to stay top-of-mind.
Personalising the experience without invading privacy.
Measuring engagement correctly to gain actionable insights.

These challenges require a strategic approach with a focus on valuable interactions, while handling user data and privacy carefully

Conclusion

Engagement is thus essential to the relationship between your brand and audience. It shows whether your content is valuable, whether your message is catching on and whether your audience is ready to take action. By investing in engagement, you not only build visibility, but also trust and loyalty.

By putting engagement first, you don't just create customers, you create a community around your brand.

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