Should your marketing team care about engagement rates? The short answer is no, and marketers need to stop putting so much focus on engagement rates when they measure success. Here are three alternative approaches which will allow you to dig deeper into your audience’s actual engagement with your brand:
1. THE HEALTH OF THE ENGAGEMENT RATE
Looking at an engagement rate in isolation does not indicate a whole lot. Is it improving over time? Is that improvement reflected in an improvement on other metrics? Does it amplify the brand image and message?
2. DAILY ACTIVE USERS
The number of daily active users is a far superior metric to the number of followers, as it measures the actual brand loyalists who spread your brand awareness and reach, and at the same time, also directly impact the digital revenue you generate, as they consume most of your monetizable inventory.
3. FLUCTUATION OVER TIME
Benchmarking results is an important habit that can drive marketers to achieve more and perform better. (Source: Entrepreneur.com)