Engagement rate is a metric used in social media marketing to represent social content engagement. Comments, likes and shares are examples of common interactions on social media platforms, such as Instagram and Facebook. Retweets, hearts and replies are common interactions on Twitter. Engagement rates are calculated for the purpose of measuring the success or potential success of social media campaigns. This information helps social media marketers gain a better sense of how well their content engages customers. In addition, knowing which platform is receiving a higher engagement rate makes it easier to decide where to allocate social media marketing resources.