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100%+ Engagement Rate? This can’t be accurate
My company uses a third party program to pull all kinds of analytics pertaining to our Instagram accounts. It’s a great tool because the dashboard allow me to see everything in quickland and I’m able to download CSV files so that I could transform the data as it is my job. In-house, we calculate engagement rate as engagements (likes + comments + video views) / reach. I just downloaded a spreadsheet with columns that include likes, common reach, post link, saves, shares, etc. I created a calculated field on my pivot table using the formula stated before to calculate the engagement rate. All seems well until I get to engagement rates for videos/reels. Engagement rates for videos are over 100%. Reels are of course more popular than any other media type on Instagram. And so, the overall engagement is highly skewed because of the high amounts of video views. In turn, the overall engagements – which is the sum of likes, comments, and videos views – is greater than the number of reach. As such, I’m getting engagement rates of hiring 100%. This is incorrect because a video can be viewed multiple times by one person.
Example: one of the posts is a video with 1,332,273 views, 591 comments, and 24,816 likes. However, the reach was only 1,199,561. This gave me an engagement rate of over 100%. How do I correct for video views skewing the data altogether?
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1 Reply
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You can either try a different tool, see if you can adjust the metrics of the current tool to not include views or calculate it manually.
Views are some kind of engagement although it is a KPI that is not saying much. Views can be bought for cheap. Watch time is harder to come by.
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Video views are not engagements. Video views should be treated more like impressions and reach. You’re getting more than 100% because you’re essentially dividing a number into itself with the engagements added on top of it (if that makes sense). Source: I’m a social media manager.
Personally I prefer engagement rate per impression (or video view, in this case) instead of engagement rate per reach. The formula you should use is engagements (comments + likes + shares + saves) divided by video views OR reach.
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You can’t have engagement rate over 100%. Engagement rate is percentage of people that engaged with you content. Also, don’t count views, because they’re automatic and if a person saw a video that doesn’t meant he or she engaged with it.
The right way to calculate would be to go: (reactions + comments + saves + share to), then divide with reach and multiply by 100.
So, if you have (I will do random no. for saves and shares) – (24816 + 591 + 20000 + 15000) / 1199561 x 100 – your ER would be 5.03%.
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Video views = impressions.
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ER=(LIKES+COMMENTS)/VIEWS ×100%
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