What is amplification rate?
The amplification rate measures the percentage of shares your post receives relative to your number of followers. In the words of Avinash Kaushik, author and digital marketing evangelist at Google, amplification is “the rate at which your followers take your content and share it through their networks.”
Your followers promote your brand for you thus increasing your reach and exposure.
Virality rate is another metric similar to amplification rate as it measures how much your content is shared. The difference is, the virality rate calculates shares as a percentage of impressions rather than as a percentage of followers.
How to calculate amplification rate?
To calculate the amplification rate, divide the ‘number of shares a post received’ (retweet, reshare, repinned) during a reporting period by your ‘total number of followers’ and multiply by 100 to get your amplification rate as a percentage.
The social media campaign's performance should be measured over a period of time, such as weekly, monthly, quarterly, or annually.
Formula for calculating amplification rate
Real-life example of amplification rate
For example, you posted educating content for your audience on your brand’s Instagram account. The post was shared by 50 users and let's assume you have 10,000 followers.
By putting all data into the formula, you’ll get an amplification rate of: 50/10,000 x 100 = 0.5%
What’s considered a good amplification rate? (benchmark)
Ways to increase your amplification rate
- Prioritize visual content: Visual content is among the most shared and successful on social media. Short-form videos (66%) and images (61%) take the top spots among the content formats marketers say are most valuable for social goals. Experiment with videos, reels, memes, infographics, and more.
- Jump to trending topics and formats: Whether it is a trending hashtag or meme, use them to your best advantage to score shares. Just make sure to use humor only when it's appropriate and industry-related. Learn about some Ways to Find Trending Topics on Social Media
- Post during peak hours: You should make sure to post content when your target audience is most active and engaged to steal the most possible visibility. Checkout this guide: Best Times to Post on Social Media