ER (engagement rate)
In short
ER (engagement rate) is the ratio of reactions to a post — reactions, comments and shares — to its reach or subscriber count, expressed as a percentage.
ER (engagement rate) shows what share of the audience reacts to your content. The formula by reach: (reactions + comments + shares) ÷ reach × 100%.
Benchmarks for messenger channels: an ER of 5–10% is good, above 15% is excellent. A low ER with high reach usually means people clicked but were not gripped — change the headline and the first line of the post. ER matters more than subscriber growth: a channel with 1,000 live subscribers at 12% ER brings more enquiries than one with 10,000 passive readers.
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This term is also available in Russian.