Social Media Metrics You Should Be Tracking
Look, I get it. As creatives and business owners, numbers are usually the last thing you want to think about, especially when it comes to social media.
Here’s the thing: whether you’re a brand looking to increase your online presence, grow a community, or increase sales, understanding the metrics that matter can make all the difference in achieving your goals.
With abundant data available, which metrics should you focus on?
Engagement Rate
Engagement rate measures the level of interaction your content receives relative to your total audience. This includes likes, comments, shares, and saves. A high engagement rate signifies your content resonates with your audience, fostering conversations and building a loyal community.
By tracking this metric, you can identify what type of content generates the most engagement and tailor your future posts accordingly – saving you time in the long run.
How: Engagement Rate = (Likes + Comments + Saves +Shares) / Reach x 100
Track This If Your Goal Is: Increasing Brand Awareness and Community Engagement
Reach
Reach indicates the total number of unique users who have seen your content. It provides insights into the size of your potential audience and how effectively your content is being distributed. Increasing reach is essential for reaching new users, increasing brand visibility, and driving traffic to your profile or website.
Analyzing reach can help you optimize your content strategy and explore opportunities to extend your brand’s reach further.
How: To access post insights on Instagram, go to your Instagram profile and tap on the “Insights” button located above your posts.
Track This If Your Goal Is: Expanding Your Audience
Click-Through Rate (CTR)
CTR measures the percentage of users who click on a link or call-to-action (CTA) within your social media content. A high CTR indicates that your content is compelling and persuasive, whether it’s a link to your website, a product page, or a sign-up form.
By monitoring CTR, you can assess the effectiveness of your CTAs and refine your messaging to improve conversion rates. Additionally, tracking CTR lets you identify which platforms and content formats drive the most traffic to your website.
How: Divide the number of link clicks by the total impressions your Instagram garnered during a specific timeframe, or look in insights for the number of link clicks and compare monthly.
Track This If Your Goal Is: Driving Website Traffic and Conversions
Follower Growth Rate
Follower growth rate tracks the percentage increase or decrease in your social media followers over a specific period. While gaining followers is not the sole indicator of success, a steady growth rate demonstrates that your content attracts new audiences and retains existing ones.
By analyzing follower growth, you can evaluate the impact of your content strategy, identify trends in follower acquisition, and adjust your tactics to accelerate growth.
How: In Instagram insights under ‘total followers’.
Track This If Your Goal Is: Building a Stronger Social Media Presence
Regularly monitoring and analyzing these metrics allows you to make data-driven decisions, refine your approach, and ultimately achieve greater success on social media platforms.
Remember, the metrics you track should always align with your overarching goals.
If you find yourself drowning in data or unsure where to start, don’t worry. I’m here to help. Let’s work together to simplify your social media analytics and strategize for success.