Audience Growth Rate (AGR)


Audience Growth Rate (AGR) is the percentage increase in your total audience size over a specific period of time. Essentially, it measures your brand’s ability to attract new followers and retain existing ones. A robust AGR not only reflects engaging content but also a magnetizing brand presence that compels viewers to tune in.

How is AGR Calculated?

The formula for AGR is surprisingly simple:

AGR = {(New Audience) – (Lost Audience)}/{(Total Audience at the Start)} × 100

New Audience

This number represents any new followers or audience members you’ve gained over the period you’re measuring. This can come from a variety of sources—social media followers, newsletter sign-ups, or even foot traffic to your business.

Lost Audience

On the flip side, the ‘Lost Audience’ is the count of individuals who have unfollowed, unsubscribed, or in some way disengaged from your brand during the same period. While losing audience members is inevitable, managing the rate at which this occurs is crucial.

Total Audience at the Start

This is your starting point, or the initial number of audience members who participate in your brand.

Once you have these numbers, plug them into the formula and multiply by 100 to get a percentage, which represents your AGR over that period.

What Channels is AGR Commonly Measured On?

In the vast digital landscape, marketers are faced with a myriad of channels to track. Here are a few common channels where AGR is paramount:

Social Media Platforms

From Instagram and Twitter to LinkedIn and Facebook, every like, follow, and share impacts your AGR on these platforms. It’s not just about vanity metrics; it’s about real growth in digital spaces where your audience often lives.

Email Marketing Lists

An email list is a direct line to your audience, making it one of the most valuable AGR indicators. Subscribers equate to a captured audience that’s interested in what you have to say—monitoring AGR here gives you a pulse on your active readers.

Website Traffic

Your website acts as a digital storefront. AGR on this platform can be measured by the growth in unique visitors. High AGR on website traffic indicates effective SEO, compelling content, and a positive user experience that’s drawing in more eyes.

Mobile Apps

For brands with apps, AGR can reflect user acquisition and app retention, both of which are critical for the app’s success and the larger marketing strategy tied to it.

Each of these channels has its nuances, but AGR remains a critical indicator of growth across the board.

How Can Marketers Use AGR Effectively?

With AGR insights in hand, marketers can calibrate their strategies with Swiss-watch precision. But how can you steer your marketing ship to capitalize on AGR effectively?

Understand the Seasonality of Your AGR

Just as weather patterns change with the seasons, your AGR will fluctuate. Awareness of these changes can prevent knee-jerk reactions to dips and help you identify underlying causes.

Align AGR with Conversion Metrics

A growing audience is great, but are they converting? Ensure that high AGR is complemented by increased leads, sales, and other conversion KPIs, affirming that your growth is not just in numbers, but also in results.

Engage with Retention Marketing

AGR isn’t just about attracting newbies; it’s about keeping them around. Cohesive retention strategies can cap the ‘Lost Audience’ count, bolstering your overall AGR significantly.

Leverage Data for Informed Decision-making

Use data analytics to dissect AGR by demographics, location, and behaviors. This granular data is a gold mine for tailoring your marketing to what resonates most, boosting AGR in targeted segments.

Monitor Competitors’ AGR

Comparing your AGR to that of your competitors can provide context on how you’re faring in the market. If their AGR is accelerating while yours lags, it’s a cue for a strategy review.

Regularly Review and Adapt

AGR shouldn’t be a set-and-forget metric. Regular reviews and adaptations based on AGR trends will keep your audience growth in an upward trajectory.

AGR is a lighthouse in the stormy seas of digital marketing—guiding your brand to safe harbors of growth and resonance. By harnessing the power of your AGR across multiple channels, your marketing efforts will be finely tuned to attract, engage, and retain the audience that fuels your business’s ascent. Strategies like those shared are the map to unravel AGR’s full potential. They will lead marketers to discover not just an increase in numbers, but a landscape of opportunity where brand and audience can grow symbiotically.


House of the Customer by Greg Kihlström