How does Facebook calculate Post Engagements?

by aubzxx
7 replies
Hi! I work for a company who who has two sister companies that we work closely with. I'm trying to understand how Facebook calculates our post engagements...

My company has 3,500 likes on Facebook while one of the other companies has 2,800. My company posts almost every day, while the other posts maybe twice a week. For some reason, their Post Engagements for the past week are double ours. When you look at each page, our posts have more likes, comments, and shares... so in theory, our engagements should be a higher number, right? Am I missing something?

Any help or feedback would be much appreciated!
#calculate #engagements #facebook #post
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  • What kind of content are you posting? And what kind of content are they posting? (ie videos, pictures, articles).

    My first thought would be that the "Other" company is posting more videos, or your company isn't posting any videos. Reason I say this, is because Facebook counts video VIEWS as engagement. That doesn't even mean that people are actually opening the videos, commenting on them, or even watching them all the way through. If someone is scrolling through their feed and stops briefly at your video, Facebook will mark this as a "View" and in turn becomes an Engagement.
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  • Should be the avg. of total number of engagements over all posts by total number of posts made.
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  • Profile picture of the author Sevan Rudolf
    Facebook uses a slightly different Engagement Rate to everyone else.

    Engagement Rate on Facebook for a post is calculated as the number of Engaged Users divided by the total reach of that post. Multiply the whole thing by 100 to turn it into a percentage.

    Calculating Facebook Engagement Rate

    If you want to calculate your Facebook Engagement Rate, or work out how many engagements you need to hit a specific engagement rate, you can use this handy calculator: Facebook Engagement Rate Calculator.

    Engagements on Facebook include reactions, shares, comments, and some clicks on links, videos and images. Engaged Users on Facebook only counts one engagement per user. So if one person comments 10 times, clicks a link and reacts, that is 12 engagements, but only 1 Engaged User. Total Reach means the total number of people who had that post come up in their feed.
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  • Profile picture of the author davidlee210
    I guess their post reach is higher than your post
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  • Profile picture of the author Abhishek Rathore
    After the change in the reach algorithm of Facebook there is a significant change in the way to calculate the engagement rate. Originally it was (likes+comments+shares+clicks or views)/Total number of fans

    Now after the change your post may not reach out to more than 1% of your fans (organically) hence it will now depend on the reach of the post. This means that the new formula should be

    (likes+comments+shares+clicks or views)/Total reach of fans

    Based on this you can calculate organic/paid/combined engagement rate
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  • Profile picture of the author techwizard
    Alright so to understand this well, there are Company 1 and 2. 1 has around 3600 Likes and 2 has about 2800. 1 posts regularly and submit content to the page more than 2 still the latter has more engagements right?

    My first thought would be the posts promotion. The second company is basically advertising their posts. Fb has killed the organic reach so this is my guess.

    If you can provide us with more details I'm sure we can help.
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  • Profile picture of the author Jack Zenert
    If you are looking at Engagements, it does included a number of things that are harder to track, in particular, video views and clicks on pictures.
    So for example, often a post with more than one picture will get more engagement (as a statistic) than a single image as people may click to look at each of the pictures individually.
    Engagement is important, as Facebook uses it as a component to rate each post, as well as your overall page, and thus determine how much visibility your posts will get.
    But I would suggest that you also look at what your overall strategy is, and what your goals are for your Facebook page, and measure your time and money (and other actions) against your own internal goals.
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