The Interaction Rate (also referred to as “I-Rate”) allows you to see how profiles perform based on interactions the profiles’ posts earned relative to their size. This allows for comparison between smaller and larger pages alike. Looking at the single Interaction Rate of a profile might not tell an interesting story, but if you compare it to the Interaction Rates of competitors, you can really see which profiles are posting more successful and engaging content.

At a page level, this index takes into account the amount of interactions, divided by the number of posts created in the selected timeframe and then divided again by the profile’s average fans to get a normalized number. So if the number of fans was 10 at the beginning and 30 at the end of the selected time period, the fan count used to determine the Interaction Rate would be 20.

It is also important to note that the interactions counted in these metrics are based on the create time of the interacted-with post and not the time the interaction occurred. That means if there are 0 posts in the selected timeframe, then the Interaction Rate will be 0.

At a post level, this index takes into account the amount of interactions divided by the profile’s followers when the post was created.

EXCEPTIONS:
​Facebook Insights Interaction Rate is an exception to these page and post level calculations.

Below are the formulas we use to calculate our different Interaction Rates within the tool on both page and post level. ‘#’ represents ‘number’.

Reactions: Likes + Love + Wow + Haha + Sad + Angry

Note: Facebook’s API only makes public the interactions on post but not on shares of the post. This means e.g. if a post received a total of 5 reactions (3 on the post, 2 on shares of the post) 4 comments (2 on the post, 2 on shares of the post) and 2 shares (1 on the post, 1 on a share of the post) we would say total interactions = 6, not 11.

Reactions: 150 | Comments: 30 | Shares: 10 |

Posts: 2 | Fans (start): 800 | Fans (end): 1,000

Interaction Rate = 10.5556%

Engaged Users: The # of people who engaged with the page. Engagements include any click.

Reach: The # of people who saw any content associated with the page. Reach is equivalent to unique impressions.

Note: Unlike public data which is based on the create time of the interacted-with post, Insights Interaction Rate is based on the time of the engagement.

Engaged Users: 150 | Reach: 1,800

Interaction Rate = 8.3333%

Own Tweets: These are tweets posted by the account that are not retweets or replies. This differs from the Tweets column in the Key Metrics Table as Tweets = Own Tweets + Retweeted Tweets + Replies. Interaction Rate is calculated only using Own Tweets.

Note: This also means that the likes, retweets and replies in the calculation are only from the account’s Own Tweets. The reason we show ‘n/a’ for the Interaction Rate of Retweeted Tweets is because the interactions values we get for a Retweeted Tweet are from the original tweet, while the followers value is of the account you are analyzing that retweeted it, so these shouldn’t be combined in the same calculation.

Likes: 150 | Retweets: 30 | Replies: 10 |

Tweets: 2 | Followers (start): 800 | Followers (end): 1,000

Interaction Rate = 10.5556%

Likes: 150 | Comments: 40

Posts: 2 | Followers (start): 800 | Followers (end): 1,000

Interaction Rate = 10.5556%

Likes: 150 | Comments: 40

Updates: 2 | Followers (start): 800 | Followers (end): 1,000

Interaction Rate = 10.5556%

The sum of Likes, Comments, and Shares per video, standardized by the amount of Followers.

Reactions: Likes + Love + Wow + Haha + Sad + Angry

Note: Facebook’s API only makes public the interactions on post but not on shares of the post. This means e.g. if a post received a total of 5 reactions (3 on the post, 2 on shares of the post) 4 comments (2 on the post, 2 on shares of the post) and 2 shares (1 on the post, 1 on a share of the post) we would say total interactions = 6, not 11.

Reactions: 90 | Comments: 10 | Shares: 5 | Fans: 900

Interaction Rate = 11.6667%

Engaged Users: The unique # of people who engaged with the post. Engagements include any click.

Reach: The # of people who saw the post. Reach is equivalent to unique impressions.

Engaged Users: 150 | Reach: 1,800

Interaction Rate = 8.3333%

Likes: 90 | Retweets: 10 | Replies: 5 | Followers: 900

Interaction Rate = 11.6667%

Note: Interaction Rate is only calculated for Own Tweets and not for Retweeted Tweets. Retweeted Tweets will always show ‘n/a’ for Interaction Rate. This is because the interactions values we get for a Retweeted Tweet are from the original tweet, while the followers value is of the account you are analyzing that retweeted it, so this wouldn’t accurate to compare to the Interaction Rate for the Own Tweets.

Likes: 90 | Comments: 15 | Followers: 900

Interaction Rate = 11.6667%

Likes: 90 | Comments: 15 | Followers: 900

Interaction Rate = 11.6667%

The TikTok engagement rate is the percentage of engagements in relation to video views.

The reason we use an average value is that, more often than not, the number of followers the profile has at the beginning of the analyzed timeframe and the end has changed. In order to try to get a value most accurate to the changing follower count, we average the number of followers on the start date of the analysis and the end date.

The calculation for Interaction Rate actually requires both Interaction Data and Audience Data. Because of this, if there is no Audience Data on a given date (meaning there’s no follower value for that day), then the equation would be dividing by 0 which is not possible. Therefore, an Interaction Rate will only show once Audience Data is available. You can learn more about Audience and Interaction Data here.