5 Ways Analytics Improve Social Media Posts

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Upping your social media game by analyzing analytics.

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 that no one saw your post, and one person engaged with it.

Before you delete your post and simply repost it, look at five ways to use analytics to improve your social media content.

What are Analytics?

Social media companies collect a massive amount of data on every post. While most of the data companies collect remains a mystery, many companies provide content data to users to make better decisions when posting social media content.

Some of the data that analytics offers you includes:

  • Post engagement:
    • How many people saw your post?
    • How many people engaged with your post with a comment, like, or share?
    • Which posts perform the best?
  • A breakdown of your key audience demographics
  • The location of your audience
  • The behavior of your audience on social media
  • Number of followers
    • Is your audience growing?
    • Is your audience decreasing?

How to Access Analytics

Accessing Instagram analytics is simple! Visit your Instagram Application and simply select the insights button.

Instagram Analytics

Available only on the mobile application, Instagram offers analytic data to business profiles.

To access Instagram Analytics, simply visit your business/ professional profile account on your mobile application, and select the “Insights” button.

Meta Business Suite

Facebook Analytics

Gaining insight through Facebook is a bit trickier, as the platform removed its internal analytic tool in 2021.

Facebook developed a business management suite tool to provide insight for business pages.

Twitter Analytics

Twitter Analytics

Twitter provides an easy tool to see social media insights.

Simply visit Analytics. Twitter

Login to your account and see all your social media insights in one location.

How do I can I Use Analytics?

1. Learn About Your Audience

Instagram provides an excellent analytics tool.

Every social media post needs an audience. You’re maintaining a personal journal and not a social media platform without one. 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 a breakdown of your audience.  Instagram and Facebook, for example, break down your audience by age, gender, and location and outline the times when they are most active.

2. Learn about Your 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 and then maximize those posts with future content.

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 performing as expected, it might be good 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!

3. Distribute Content at the Right Time

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

Analytics can benefit content creators by allowing users to tailor content and engage users at peak times. 

For example, suppose your audience regularly uses social media at 7:00 pm on Wednesdays. However, if you’re posting regularly at 1:00 pm on Tuesdays, you might miss many 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!

5. Align Social Media Platforms

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Photo by Pixabay on Pexels.com

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

Analytics help tells you which platforms your audience currently uses. This information can help craft a meaningful social media strategy.

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 Twitter’s content focuses on in-the-moment content. 

Instead, using images, videos, 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, analyzing data can give you some key insights to improve your next post. 

Still lost? Let me guide you.

With lots of technical terms and numbers, understanding social media analytics can be challenging for many. I’m here to help! Schedule a free consultation to help you better understand your social media performance.

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About the Author
About the Author

Drew Furtado is an Emmy Award winning filmmaker, and leader of a nationally recognized high school media arts communication department .

He develops guides and strategies for nonprofit and educational organizations to improve and grow their social media presence, website development, and communication practices that best engages audiences.

New Bedford, Massachusetts

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