The Saturday Social – Engagement On Reach

This week we talk about Engagement on Reach and why having an Engagement on reach that is too high or too low can be problematic. This is actually a metric that you want to focus on being average. We also introduce the social media funnel!

Stat of the Week

Last week we talked about A/B testing and profile optimization, and a natural segway to that conversation is thinking about your Instagram profile as a sales funnel. Your funnel is composed of the following metrics:

  1. Impressions
  2. Reach
  3. Engagement & Profile views
  4. Number of follows

At each stage of the funnel, drop-off occurs. There is never a perfect funnel that converts everyone to the next step. Some people just aren’t interested, and that’s alright!

However, you can improve the dropoff that occurs at each step through A/B testing! By running experiments and testing what works best for your audience. 

Over the next couple of weeks, we will continue to talk more about each stage of the funnel. 

Last week we talked about 3 ➡️ 4, which is called your conversion rate: Conversion rate = Number of follows / profile views.

Step 2 ➡️ 3, is called engagement on reach: Engagement on reach = likes + comments + saves / reach

Average engagement on reach for all of Instagram was 1.33% for all Iconosquare* users, but for the home decor niche (where 1776 Faux Farmhouse operates), it was 4.63% for those accounts signed up on Iconosquare (190 total).

1776 Faux Farmhouse

Our engagement on reach is under average compared to other home decor users of Iconosquare. This is partially due to us focusing on growing our account and reaching new accounts with every post and focusing less on engagement. It’s something that we need to get better at!

There are two parts to engagement on reach, the numerator (engagement) and the denominator (reach). By focusing on engagement you can quickly drive your engagement on reach up, but if you focus on reach you can drive down your engagement on reach.

Actionable Takeaway

  1. Calculate your average engagement on reach for your most recent posts
  2. If you have above-average engagement on reach: focus on increasing your reach
  3. If you have below-average engagement on reach: focus on increasing your engagement

Being too far above or too far below average can give you an indication of what area you need to improve on. In future newsletters, we will dive into how to do both!

Thanks for reading The Saturday Social, and we can’t wait to hear how your A/B tests go! As always, hit reply to ask questions or to share how your tests are going.

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