What is Share of Engagement?
Share of Engagement (SOE) measures the proportion of total engagement your brand generates relative to competitors in your industry or category. It's calculated by dividing your brand's total engagements (likes, comments, shares, replies) by the combined engagement of all tracked competitors, then multiplying by 100 to get a percentage.
Why It Matters
Unlike vanity metrics such as follower count, Share of Engagement reveals your actual competitive position in the social conversation. A brand with 10,000 followers may have lower engagement share than a competitor with 5,000 followers if that competitor's content drives more interactions.
For UK agencies, this metric is particularly valuable when reporting to clients because it demonstrates real-world performance against named competitors rather than isolated metrics. It's especially relevant for competitive sectors like retail, financial services, and FMCG, where multiple brands compete for the same audience attention.
How It's Used in Practice
Share of Engagement is typically tracked across:
- Specific platforms (Instagram, LinkedIn, TikTok, Twitter/X)
- Time periods (monthly, quarterly, annual comparisons)
- Content types (product posts, thought leadership, campaigns)
- Industry benchmarks (comparing against sector averages)
Media buyers use SOE to:
- Assess campaign effectiveness against competitive spend
- Justify social media investment to stakeholders
- Identify gaps where competitors are winning audience attention
- Set realistic growth targets based on market position
- Allocate budget more effectively across platforms
SOE vs Related Metrics
Share of Voice (SOV) measures ad spend or media mentions, whereas SOE focuses purely on audience interaction. A brand might have high SOV but low SOE if their content doesn't resonate. Conversely, a brand with lower spend (SOV) might achieve high SOE through superior creative or community management.
Setting Benchmarks
Healthy Share of Engagement varies dramatically by sector and platform. A B2B SaaS company might consider 15-20% SOE excellent, whilst a major FMCG brand might expect 30%+ across major platforms. UK agencies should establish category-specific benchmarks rather than applying universal standards.
Practical Considerations
When measuring SOE, ensure you're tracking the right competitor set – typically your 3-5 closest direct competitors. Include all relevant platforms where your audience is active. Be aware that seasonal campaigns and viral moments can temporarily distort SOE, so track trends over 90+ days for meaningful insights.