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Glossary overview

Engagement / Engagement Rate


Armin Gögele, last updated August 16, 2023


Engagement rate describes a metric from social networks that measures the intensity of interactions of users of social media platforms with a post or published content.

The term engagement includes comments, likes and shares, while the engagement rate provides information about the ratio of users and interactions, depending on the number of followers or fans of a page.

Relevance of engagement and engagement rate

With the increasing importance of social media for online marketing, the value of the engagement rate is also becoming more and more important. Through the determined metric, the advertising impact of posts can be analyzed, and thus comparative values can be drawn with other content, posts or companies.

By analyzing the engagement rate, it is also possible to determine which content is particularly interesting for potential customers or guests. In this way, content from content marketing can be optimized and adapted to the target group. The content of individual comments or messages as well as direct feedback from users is not taken into account in the engagement rate.

Frequently asked questions about engagement rate in hotel marketing

Why is engagement rate important in hotel marketing?

The engagement rate in hotel marketing is of great importance because it provides information about how active and engaged the target group interacts with the published content. A high engagement rate indicates a strong connection between guests and potential customers and the hotel, and can lead to increased brand awareness, stronger guest loyalty, and ultimately a positive impact on bookings.

How can engagement rates be improved in hotel marketing?

To improve engagement rates in hotel marketing, it is important to create high-quality content that speaks to the needs and interests of the target audience. Visual elements such as images and videos can encourage interaction. You should also post regularly and consistently, include interactive content, use relevant hashtags, and interact directly with guests. Using stories, occasional sweepstakes, and continuously analyzing results also help increase interaction rates.

How is the engagement rate measured?

Engagement rate is determined by dividing the total number of interactions (likes, comments, shares) on a post by the number of followers or fans on a page.