7 Ways to use Analytics to Improve Social Media Posts

We’ve all been there. We’ve produced something extraordinary, ran to social media, created a post, and then hit share. “Look at what we did!” you might’ve exclaimed, only to see no one saw your post. Before you delete your post and simply repost it, let’s look at 6 Social Media Analytic tips to improve your post’s performance.

Audience

A screenshot of my small business’ Instagram analytics details the make-up of my followers.

Every social media post needs an audience. Without one, you’re maintaining a personal journal and not a social media platform. Brands and companies must realize who their audience is. 

While one could go through every follower on your platform, it would undoubtedly be easier to use analytic data to gain insight into your post’s performance. The data can reveal who your audience is, the times of most activity, an audience’s location, and what engages them the most.

Many social media management tools offer this insight, and many social media channels already provide this information for users.  Instagram and Facebook, for example, break down your audience by age, gender, location and outlines the times where they are most active.

Audience Preferences

Instagram shows users which posts received the most engagement.

While on the topic of the audience, learning about your audience’s preferences can increase your success rates with social media content. One can learn valuable information about which content your audience prefers. By using engagement data such as impressions, likes, follows, retweets, comments, and shares, you can locate the type of posts your audience prefers.

For example, if you see an increase in your audience engaging with photos or videos, it would be essential to continue using them in your content. On the other hand, if you see your posts with lots of text not perform as expected, it might be a good idea to shake up that strategy. Use shorter captions, emojis, or hashtags, then analyze the engagement data to see a difference in performance.

I’d also like to note that posting on social media should be an interaction. If your posts consistently broadcast achievements, you might tune followers out instead of engaging them in a conversation. Provide content that inspires, informs, and entertains your followers!

Timing

Instagram provides insights to determine which times of day are the most active for posts.

Analytics can be beneficial for content creators, as it allows users to tailor age-appropriate language, images, maximize location-based posts, and engage users at peak times. 

For example, suppose your audience is regularly using social media at 7:00 pm on Wednesdays. In that case, however, you’re posting regularly at 1:00 pm on Tuesdays, you might be missing a ton of potential followers.

To find this information uses social media analytics and social media management tools. Facebook, YouTube, and Instagram already offer this information to their business accounts insights. Tools like Hootsuite, Tweriod, and Sprout Social can also help identify your audience’s activity patterns but might come with a subscription cost.

Another aspect of timing to take into consideration is how frequently you post. If you’re posting on random days or infrequently, this can alter your social media performance. Instead, try to schedule posts often and regularly.

Knowing when your audience regularly logs into their social media is crucial for success!

Competition

There’s this saying, “keep your friends close, but keep your enemy’s closer,” and this sentiment matters in social media. Knowing what your competition is doing is incredibly helpful and allows you to revamp your social media strategy to remain competitive.

You can use social media management tools such as Later and Unmetric to pull public data regarding the competition of your brand or company. This information can reveal which posts succeed for them, what their audience looks like, and what successful campaigns. Using this data, you can replicate what works for your competitors and use these tactics to your advantage.

Don’t worry; you aren’t hacking your competitors. The information pulled this way is already in the public realm. Social media management tools just make it easier to see and organize. 

Brand Awareness

Source: Pixabay

Knowing what people are saying about your brand and company matters tremendously. For example, if people are not happy with your brand and are posting negative comments on social media, you should use this information to improve the product you’re offering. 

If people speak highly of your brand and company, this is an excellent opportunity to acknowledge and appreciate your community.

To find this data, you can track mentions, social followers, conversion rates and determine your share of voice, a measurement of your posts amongst your competitors.

You can use the following formula to determine your share of voice: share of voice= your metrics/total market metrics.

For example, let’s say 1,200 people viewed your post containing the hashtag #cakes. However, over 120,000 posts feature the same hashtag. You could calculate your share of voice as 1%. 

This information highlights the need to improve your share of voice and increase opportunities to enhance future social media posts. 

Social media management tools like Sprout Social can help you determine your share of voice.

Aligning Social Media Platforms

It might feel like companies and brands need to be on every single social media platform. I’d argue this isn’t necessary. Instead, they should engage with audiences on platforms that make sense for the brand.

For example, you might want to be on Facebook, but Tik Tok or Snapchat might be more fitting if your target audience is teenagers. Today’s teens are staying as far away from Facebook.

If you don’t have a large social media budget, you also might want to skip Facebook altogether, as their platform is notoriously a “pay to play” platform.

Another example: a barber is trying to build an audience. Twitter might not be the best platform, as the shelf life of Twitter is concise.  Instead, using images, video, and short captions would work better on Instagram or Pinterest, where the platform’s content can have more time to reach an audience.

It’s essential to understand the demographics of people that utilize and engage with these platforms and make decisions based on the audiences that make up the audience.

Shoot for the Stars

Using these simple strategies can start to improve your social media posts. While these are not the only strategies you can use, just looking at analytic data can give you some key insights to improve your next post. 

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