Average Engagement

Average Engagement refers to how users interact with a piece of content or a profile on a social media platform. It is our best measurement so far of not just how many people see something but how many people really pay attention to it and respond to it. And obviously, the more people that pay attention to and respond to something, the better.

Average Engagement is a performance metric that shows the level of user activity and interest in a profile or in a specific piece of content. It is usually derived by taking the number of posts over a time frame, adding up the total engagements with those posts, and then dividing by the total number of posts. To be clear, an 'engagement' is any kind of interaction with a piece of content—likes, retweets, comments, reactions, shares, clicks, and so forth—though the kind of interactions a person has might vary based on which platform they're using.

You can get a more in-depth picture of Average Engagement by also looking at Average Engagement Rate, which is Average Engagement normalized by audience size.