It's easy to base your social media success on the number of “likes” a post gets.
After all, it's the most convenient number or metric to see. But, “likes” don’t tell you everything you need to know about your content or your audience.
Let’s take a look at other metrics you should pay attention to and how to analyze them.
Social Media Metrics to Analyze Besides “Likes”
There are analytics within each social media platform that provide information to help you better understand how your followers are connecting with your content. Here are three social media metrics to analyze:
- Impressions – Impressions are the total number of times a post has been seen. This number is important because it shows how much exposure a post received. For example, if Instagram reports a post had 132 impressions, it means the post was seen 132 times. This doesn’t mean 132 people saw it, however. It’s possible one person could have seen the post two or three times.
- Reach – Reach is the total number of unique accounts that saw your post. For instance, if Facebook shows your post had a reach of 76, 76 unique individuals saw that post.
- Engagements – Engagements measure how people engage with your social media posts. Engagements include likes, comments, clicks, shares, etc. Engagements may be measured individually or as a percentage (aka, engagement rate). For example, let’s say a post received 16 likes and two comments. The social media platform may show this as 18 engagements, or it may show an engagement rate by dividing the total number of engagements by total impressions. (e.g. 132 impressions divided by 18 engagements = 13.6% engagement rate)
How to analyze social media metrics
Now that you know what these social media metrics mean, the next step is understanding how to use them to your advantage. There are a few things that impact these analytics. The time of day the post was published and the type of content and messaging used can affect the number of impressions, reach or engagements a post receives.
The more people that see your content, the more opportunities you have for people to engage with your content. However, if you’re reaching a lot of accounts, but getting no engagement, perhaps your audience isn’t connecting with your content. Reasons an audience may not connect with your content could be due to low quality photos, poor messaging, off-brand content, etc.
It’s important to pay attention to the time stamp of the post as well, as you want to publish posts when your audience is actively on social media so they see your content. If you have several posts at 9 a.m. with a low reach, but you have 2 p.m. posts with a higher reach, 9 a.m. may not be the best time to post your content. Or, perhaps the 2 p.m. content was more relatable or intriguing.
It’s essential to understand what type of content connects with your audience. Remember, you post content not to promote your business, but to serve your business’s audience.
Where to find social media analytics
The location of metrics – impressions, engagements and reach – may vary depending on the social media platform. Pinterest and Instagram require you to change your account to a business account to gain access to such analytics. (It’s free to upgrade to a business account on each platform.) Once you’ve switched to a business profile, Pinterest analytics will be on the top left corner of your Pinterest home screen. Instagram analytics are signified by four little bars on the top right side of your account profile.
Twitter doesn’t require you to change your account type to access analytics. Simply click on your profile image on your Twitter home feed page, then click “analytics.” Facebook analytics are only available to “pages,” not individual accounts. To access the Facebook insights of your lingerie store’s page, go to the page, then click “insights” from the options at the top of the screen. (Some of these social media platforms also let you access a post’s analytics directly from the post.)
Receiving many “likes” on a social media post signifies your audience is enjoying your posts. But the key is to understand what resulted in that engagement, so you can replicate it. Social media strategies require constant analyzation and improvement. Craft skillfully strategic content, then assess your social media analytics to see how you can do better next time.