The analytics you should be looking at
Platforms like Instagram and Facebook offer fantastic insights and analytics to help you understand your audience better. But with all the available metrics to analyse, which ones are important and which ones can you overlook? We show you which ones to track and which ones are actually getting in the way of your relationship with your audience…
ACTIVE DAY & TIMES
Establishing WHEN your audience is most active on social media is one of the keys to unlocking better engagement. More viewers online = more eyes to see your content = potential for improved engagement. You’ll likely find that audiences across the board are active throughout the week, it’s the time that will differ from audience to audience. If you are targeting parents of young children for example, your insights might indicate that they’re more active at night after the kiddos have been put down for the evening, while businesses targeting other business owners might find that their audience is more active first thing in the morning. Knowing their active times helps inform your ideal posting schedule.
DEMOGRAPHICS
Knowing WHO your audience is will help you create content that resonates with them. Demographics to look at would include age range, gender and location. If your audience is made up mostly of women in their early 20s, understanding what this demographic is needing / wanting / looking for from the brands that they follow will indicate what your content mix and strategy should look like. You can then also adjust your tone, imagery and offer to cater to what they respond to.
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BEST PERFORMING CONTENT
Tracking the content that pulls in the most engagement will show you what content to create more of. Now you can focus your time and energy on creating similar content in fresh and exciting new ways.
WORST PERFORMING CONTENT
Likewise, tracking your worst performing content will indicate what type of content to remove from your context mix. Test new imagery, captions, interactive tools, and calls to action to figure out what works better.
ACTION TAKEN ON STORIES
Your story insights will show you what type of action viewers are taking on your stories: are they skipping, exiting or going back on particular stories you publish? This will show you what your audiences is engaging with so you can do more of it.
CONTENT INTERACTIONS: Shares and Saves
Have a look for the content that is getting the most shares and saves. Content that is shared by your audience is helping you reach new viewers, so the more shareable content you generate, the more likely you are to grow online.
You might be wondering why likes or your follower number isn’t on this list… We’ve left them off this list for one very important reason: they’re what we call vanity metrics, in that they’re more an indication of popularity than anything else…
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Having 500 followers doesn’t mean you’re getting 500 sales - they simply indicate how many people have liked your account. Social media used to be about quantity, now it’s about quality: the quality of your content versus the quantity of followers.
Tracking and focusing on the insights we’ve highlighted above helps you to deliver content your audience cares about at times and on days that they are hanging out on social media. Focusing on delivering more engaging content will do more for your brand than worrying about how many followers you’ve gained - or lost - this week.
If your audience likes your content, they’ll remember you when it comes time to make a purchase for the goods or services you sell.
Because the ultimate metric you should really be focusing on is SALES.
Need help creating engaging content for your brand? We’ve got a team of content creators who can take care of it for you - so you can get back to growing your business. It’s our job to understand your audience and create content that they care about. Book your FREE Discovery Call right here to get started:
