Running several business social media accounts can become challenging if you don’t truly understand how to use it to your advantage. How do you interpret the different insights available on Facebook, Twitter, LinkedIn, YouTube, and Instagram? And how the social media insights can help you turn information into profit.
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Instagram is the first platform with social media insights that we are going to break down. In order to receive insights about your profile on Instagram, you first have to have a business account. A regular personal account won’t give you reports about how your profile performs. On instagram, there are over 100 different business category profiles that range from sports teams, to photographers, to beauty salons, and everything else in between. Some of the basic metrics your profile gets are content overviews. Instagram lets you know how many posts and stories you’ve made for an entire week period. It’ll even tell you if it’s a decline from the previous week, which lets you know how active you have been.
Diving deeper into your Instagram activity, you can analyze the number of accounts your posts have reached in a week period. In that period, Instagram Insights show you which days you reached the most accounts. By knowing what posts you made on certain days, can tell you which posts performed better than others. Use this data to boost your engagement. Instagram Insights also tells you about your reach that you made in a week, as well as your impressions. Not only that, but Instagram Insights also gives you the age, gender, and location of your audience.
It’s amazing how Instagram gives you a whole new look inside your target audience. They give you 7 different age groups of your audience that range from 13 to over 65 years old. You can see which group tunes into your profile and engages the most, and target your content based on that. In addition, you can target your audience based on location. If the majority of your audience that tunes in lives in Atlanta, then in order to grow it you need to put Atlanta hashtags on each post. Simple SEO tactics like that can grow your followers and clientele. Lastly, don’t overlook gender. Gender can reveal who you need to tailor your posts to more in order to get a higher ROI. Never overlook these social media insights from Facebook.
Our next case study is Twitter. Twitter is all about current news, viral memes, and living in the moment. The platform specializes in people being able to connect off one tweet, regardless of your location. Compared to Instagram where there are no viral posts truthfully and resharing isn’t a huge feature, you can make one tweet that is funny, and you live in Atlanta, and have someone retweet it that lives all the way in Australia. This is why their analytics focus on engagement, impressions, and total reach. A good engagement rate on your Twitter is defined as having “rates between 0.02% and 0.09% are considered to be good.
An influencer with a good engagement rate on Twitter could expect between 2 – 9 reactions for every 1000 followers.” If your rates aren’t looking like these numbers above, then you can analyze the content of your tweets to see why you aren’t getting the reactions you desire. Do your tweets prompt any action? Do your tweets provoke any conversation, or are they just yes or no tweets? Do your tweets relate to your audience at all? These are all questions to ask so you can redefine your marketing strategy and boost engagement.
Creating campaigns on Twitter is the most effective way to see how Twitter metrics truly work. For example, “Twitter impressions are the number of times a tweet shows up in somebody’s timeline. That means every time it’s served up, it counts as an impression.”
Twitter gives you the ability to track individual tweets, tweets over months, and tweets for a certain number of days. Start off small. Your first campaign can be comparing 2 different weeks. During which week did you have the most impressions? Let’s say 1 week you had 5,000 impressions, and the following week your tweets only received 1,500 impressions. What was the content in your tweets? How many did you produce? What actions did you take in the 2nd week that caused you to have a decline in impressions?
Your next biggest metric on Twitter is follower growth. While this metric is self-explanatory, it is very key to optimization and higher conversion rates. Using the same campaign example from above, compare week to week your follower growth. If you gained 7 new followers in the first week, and only 2 in the second week, what did you do differently? Did you interact with more accounts the first week? Did you message different profiles advertising your business?
Learning why you increased or decreased in followers can tell you how to target your followers. If you gained more followers off posting recap videos of your latest business gathering, then maybe you need to continue posting videos on a weekly basis. By understanding which content to post can not only increase your followers, but increase your conversion rates. They are more attuned to your page, and are more likely to purchase your products.
We hear it time and time again that Facebook is the number 1 social media platform when it comes to advertising. To start off, let’s give some mind blowing statistics about Facebook. Facebook has 2.6 billion monthly active users, and “over 35 million of them update their statuses each day. More impressive than that, over 2.5 billion pictures are uploaded to Facebook each month.”
Facebook advertising is huge not just because of the amount of users they have, but because of their metrics as well. For example, business owners on Facebook need to take advantage of relevance scores. “Facebook’s relevance score is a rating on a scale of 1-10 that demonstrates how well your Facebook ad is being received by your target audience. Once an ad has received 500 impressions, Facebook will generate a relevance score for it, with 10 being the highest.” Let’s say you run an ad for 2 weeks. Depending on how successful your ad is, you’ll get a relevance score from Facebook.
The relevance score further breaks down your unique link clicks (the number of users who clicked on a link of your page), landing page views (number of users who came to your fan page based off clicking an outside link that brought them their) It’s all based on positive and negative feedback. If your desired outcome of the ad was to increase your landing fan page time, then higher fan page views would result in a higher relevance score.
If your score is low, it’s probably a correlation to low session times. Why didn’t you have an increase in the views of your fan page? Did you use the wrong tactics to advertise? Maybe you didn’t advertise on Facebook frequently enough in that 2 week period. Use these social media insights to update your marketing strategy.
Facebook created a new system for social media insights for business profiles on their platform. Using audience insights, you can view things such as age, gender, lifestyle, page likes, location, and more all in one place. Their demographics breakdown is one of the biggest sections to pay attention too. Besides the normal metrics like age and gender, you can analyze their relationship status, job role, education and household size.
These social media insights give you a whole new look at your audience. For example, you can know if your audience is majority family oriented, or if they are single. If they are more family oriented and you are a new restaurant, it would be smart to make a kids menu. In addition, you can see what jobs the people in your audience group hold. Are the jobs more entry-level, or are these people CEO of huge companies? This can potentially help you determine what prices to make your products.
Last but not least, Facebook introduced Facebook stories. Similar to Instagram Stories, you can post daily updates wherever you are to Facebook in a visual way, rather than just text posts. You can also analyze the insights of this as well. There are 3 social media insights to know here:
|Unique Opens||The number of unique people who viewed one or more active stories in the past 28 days. This number updates daily.|
|Engagements||The total number of replies, interactions and reactions to your stories in the past 28 days. This number includes reactions, sticker interactions, swipe ups, profile taps, replies and shares.|
|Stories Published||The total number of stories published by all admins in the past 28 days, excluding active stories.|
Engagements are what you need to truly pay attention too. Depending on what you posted on a specific day on your story, you can see what content resulted in the most engagement. Use this information to post more optimized content that boosts your following.
One of the most important metrics that constantly gets overlooked is the click through rate. “The click through rate is the percentage of times people saw your ad and performed a link click. CTR indicates how many link clicks you’ve received on your ad compared to how many impressions your ad received.” How do you use CTR to your advantage?
Your ads need to be tailor made to your audience in order to have click through rates lead to higher conversion rates. Make your ad headlines grab the attention of your audience. Within 10 seconds of seeing your ad, Facebook users need to read the subject line and be able to relate to it. When a user clicks on your ad and you reeled them in, it’s time to show off your products. Click through rates are important metrics to let you know how your ads perform, and they can lead you to more online transactions.
LinkedIn is next on our list and it also has several social media insights to be aware of. LinkedIn first gives you people insights. According to them, “this is where you can learn all about audiences on LinkedIn at an aggregate level: who they are, where they’re from, what they engage with. Leverage these Insights to inform your targeting and campaign strategy and drive more effective reach and engagement.” This is your general demographics breakdown. Since LinkedIn is more about the job field and hiring employees, this section is huge because part of these reports include the skills of potential employees. You can also read into what your audience likes the most, what pages they read into and subscribe to on LinkedIn, and you can use this information to post more related content in order to become an expert in your field.
YouTube also takes a big step when it comes to social media insights. While having your own YouTube channel, YouTube studio offers a breakdown of several different metrics about your audience including age, gender, location, top playlists, top videos, top engagement, top cards, average view duration, impressions, searches, and so much more. Outside of the basic demographics such as age and gender, YouTube truly makes engagement one of the top social media insights. YouTube lets you know how often your users are even on YouTube to begin with. You can see clearly which videos are more successful and then analyze for yourself why. What content did you put in one video that outperformed another? What time of the day and/or week do you get your most views? Use questions like these to optimize when you schedule your videos.
In summary, always pay attention to social media insights. Taking the next step beyond the basics can transform your business like you’ve never seen. Let these insights lead you to higher conversion rates, and ultimately, higher return on investment.