Social Media Analytics to Measure the Success of Your Campaigns
Analytics are the key to measuring the success of your social media campaigns or overall social media presence! Tracking analytics on a regular basis will help you understand if you’re reaching your goals, or how you can adjust to better reach your goals. At Foodie Tribe we like to track analytics month over month to compare results over time and adjust as needed. Here are the main analytics we track to measure success.
Reach: This is the number of unique users who saw the content. Even if someone saw the content more than once, it will only count as 1 reach.
Impressions: This is the number of times the content was viewed by users. If someone views the content more than once it will count as another impression each time.
Engagements: This is the total interactions the post received. This includes likes, comments, saves, and shares.
Engagement Rate: This is the percentage of engagements received based on the total impressions. To find this percentage you divide total engagements/total impressions=engagement rate percentage.
Video Views: Similar to impressions, this is the number of times a video was viewed by users. If someone views the video more than once it will count as another view each time. On TikTok, a video view counts after 1 second, and on Meta a video view counts after 3 seconds.
Link Clicks: This is the total number of times a link was clicked on by users. If someone clicks on the link more than once it will count as another click each time. (This metric is specific to paid media since you can’t add links to organic posts.)
When tracking these metrics you want to make sure that you have clear goals for your social media presence. For example, the goals could be to build a community, raise brand awareness, or drive sales. All analytics are relevant for each goal, however some can be worth focusing on more than others.
If your main social media goal is to build a community the main analytics to focus on will be engagements and engagement rate. This will show you how many users are resonating with your content enough to react to it instead of just viewing and scrolling past. If your main social media goal is to raise brand awareness you should focus on reach, impressions, and video views. This will allow you to track how many people are viewing your content. If your main goal is to drive sales through social media it is important to drive traffic to your website and track link clicks. Running a paid ad is the easiest way to drive link clicks, however, you can also add links to stories and in your bio.
At Foodie Tribe we help brands reach their social media goals and track analytics. To learn more about our services and contact us, check out our website!