Study on Facebook Engagement and Interaction Rates



Study on Facebook Engagement and Interaction Rates

Successful Facebook marketing is not primarily a matter of the amount of fans. More important is their activity. Likes, comments and shares are the fuel of virality and high rankings in news feeds. The Facebook Edge Rank is based on the interaction between fans and a Facebook Page. Interaction data delivers instructive information for fanpage operators.

But what are good interaction rates? We have analyzed over 60.000 Facebook pages and 4.9. million post were analyzed during a 3-month-period. We will present different our results for different metrics during the coming weeks in this blog. Today we start with the Engagement Rate.

Engagement rate – Measure the activity of fans

The engagement rate is the ratio of likes, comments and shares per day and fan during a certain period. It is a reliable indicator of the activity on a Facebook page. You can see an example of the calculation on the right.

Unlike Facebook´s Talking About value, the calculation of engagement values can easily be understood. You can either do it manually or let us help you with our tool Fanpage Karma. The following analysis will help you assessing the engagement target value for your Facebook Page. The main findings of this study are summarized in an infographic at the end of this post.

Engagement rates are low on average

Most sites show very low engagement values. For half of them, the engagement value is below 0.2%, implying 0.002 interactions per fan and day. The top 10 sites show engagement values of 1.2% or higher. Higher values are primarily achieved by entertainment sites.

Emotional topics win
Analyse nach Branchen
Analysis by categories

The analysis clearly states a topic-related effect. Top sport pages reach engagement levels above 3%, in finance just 0.7%. Topics such as food or clothing can not keep up with pages from categories as politics or travel. In general, emotional subjects deliver a higher impact.

Size does matter – but why?
Engagement nach Fananzahl
Engagement by number of fans

Our study shows a clear connection between the size of a fan page and the engagement rate. Up to 200,000 fans the average engagement rates grow considerably. This could be due to the fact that bigger fan pages spend more time and money. But if the number of fans is higher than 1 million, engagement rates start to drop. This is not valid for all fan pages, as there are fan pages with a lot more than 1 million fans and high engagement rates. For example San Francisco 49ers, the Tea Party or Inked magazine. All three fan pages with controversial and/or emotional topics.

But what is the reason that bigger fan pages on average have less interactions per fan? On the one hand, big fan pages are often run by well known brands. Someone may “like” a brand’s fan page, but this does not mean he is interested in it’s contents. The lack of interest may also grow over time. If you favored a start up in its early days, you may still like the company after some years but the tension is lost. So you stay fan but do not interact with the fan page anymore. This behavior can be seen for many pages: athletes, political parties, car brands etc.

Another and probably the more important reason is that some big fan pages might buy their fans. They are not necessarily fake fans from India, but they could have been attracted with competitions. If such competitions are not well designed, a fan page may end up with a wrong fan community, which is not interested in a product but only looks for snips. They do not care for the content and messages of the fan page. How could you expect a high number of likes, shares and comments from such a fan base?

German fan pages perform well in comparison to other countries
Germany vs. US
Germany vs. US

We were surprised by national distinctions of engagement rates. In comparison to other countries, German speaking fan pages seam to perform better than fan pages from France, GB or the US. This is shown in the graph on the left hand side. In all categories of size German fan pages perform better than those from the US. This might be due to the fact that social networks are more settled in the US and that a fan likes more fan pages in total or that disinterest on commercial contents developed during the years. If the US is a pioneer in this field, German speaking fan pages have to adapt to decreasing fan interactions. And react cleverly to that.

Determine your own engagement rate
Free Metrics Dashboard for your Facebook Page
Free Metrics Dashboard for your Facebook Page

And how about your fan page? Does it have a higher engagement rate than the average? And how about your competitors? You may discover your fan page’s engagement rate for free with Fanpage Karma. Use our KPI overview in the Free Edition at no charge and find out other important KPIs for one fan page of your choice. Get it now:

Please notice: we will present more KPIs during the next weeks and analyse them. Have a look at our blog from time to time. Or become a Facebook fan and stay up to date.


We summarized the results of this study in an infographic. You may share this infographic, but please refer to our blog.

  1. [...] beträgt die Engagement-Quote lediglich 0,16 Prozent, wie Fanpage Karma errechnet hat. via [...]

  2. [...] Beim Facebook Marketing kommt es nicht in erster Linie darauf an, wie viele Fans eine Facebook Seite hat. Viel wichtiger ist die Aktivität der Fans. Denn die Likes, Comments und Shares der Fans sorgen für virale Verbreitung und eine gute Platzierung in den Newsfeeds. [...]

  3. [...] Eine Untersuchung von fast fünf Millionen Posts auf mehr als 60.000 Facebook-Seiten, zusammengefasst in einer Infografik. Facebook Engagement [...]

  4. [...] macht gerade wieder eine feine Studie die Runde. FanpageKarma hat mehr als 60.000 Facebook-Fanpages über drei Monate intensiv analysiert. Das Ergebnis: Bei mehr [...]

  5. [...] der durchschnittlicher Engagement Wert bei 0.2 % liegt. Die Berechnungsgrundlage dafür liefert Facebook Karma und wird folgendermaßen [...]

  6. [...] music fan pages? Do they interact more with their fans? Their engagement rate, which can be found here, is not very high with a median rate of only 0.2%. Perhaps they spend more money on marketing their [...]

  7. [...] The average engagement rate of the fan pages listed is 0.2%. The company with the highest engagement rate is Dr. Grandel with only 1%, which also has the lowest number of fans at 1,900. They also have the highest post interaction rate with 3.1% and their service level is an impressive 100%, which means that they react to all of their fans’ wall posts. Thus, because of their commitment to their fans and their page, they have a higher engagement rate. Is it easier for them because they don’t have a large amount of fans to connect with? Is the engagement rate really affected by the number of fans? Find out more here. [...]

  8. [...] und weitere Informationen finden sich bei dem dazugehörigen Artikel von Fanpage [...]

  9. [...] Engagement Fan Engagement with a Facebook page is crucial. You need to measure how much the fans interact with the page. The Engagament not only tells you how well the Social Media Manager knows how to connect with the Facebook community and how well the content is accepted by the fans, but it is also the basis for the Edge Rank algorithm. This algorithm is used by Facebook to determine how interesting a post is for a Facebook user. And based on that, whether the user gets to see the post at all. Unfortunately, Facebook does not have a direct KPI for engagement. Therefore you would have to add up all interactions in a given period. As a very rough measure the following trick can be applied: Divide the Talking About value by the number of fans. The result is an approximation of how well the page is able to activate fans. By no means is it an ideal solution, as the Talking About has major drawbacks as described above. Moreover, it does not measure the number of interactions but the number of people who have interacted. This results leads to underestimation of engagement in vibrant communities. Often, the value of “Talking About / Number of Fans” is called “percentage of active fans.” That’s just wrong. The users counted in Talking About are not necessarily fans. They might be users who interacted once or by accident and might  never be seen again. The quotient of Talking About and Number of Fans is therefore only a “quick & dirty” solution and a rough estimate of Engagement. It is not useful as a reliable indicator. To determine the involvement of a fan page, you have to either grab your calculator or you can use one of many social media monitoring tools. Just like Fanpage Karma calculates the Engagement, Post Interaction and Karma value that reflects the Engagement, most of the other tools available present similar values – but not always for free.  For average engagement rates view our latest study here. [...]

  10. [...] TOP 10 KPIs for Facebook on Study on Facebook Engagement and Interaction Rates [...]

  11. [...] Fanpage Karma hat dafür 5 Millionen Posts und über 60.000 Facebook Seiten in einem Zeitraum von 3 Monaten ausgewertet. Mehr Informationen und Erklärungen zu dieser Infografik erhälst Du hier. [...]

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  13. [...] Die Ergebnisse der Studie haben wir in dieser Infografik zusammengefasst. Verwende diese Infografik und setze einen Link auf diesen Blogartikel. Englische Version hier. [...]

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  17. [...] Successful Facebook marketing is not primarily a matter of the amount of fans. More important is their activity. Likes, comments and shares are the  [...]

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  29. […] rate. Compared to this, engagement on Facebook is almost laughably small: According to our study on engagement on Facebook the top 10% of fanpages only reach a 1.2% engagement […]

  30. […] de 24%. En comparaison, l’engagement sur Facebook est nettement plus faible : En accord avec l’étude sur l’engagement sur Facebook, (article en anglais) le Top 10% des fanpages atteint seulement en moyenne un taux de 1,2% […]

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