Social Media Content Creation Course: Module 6
Module 6: Using Analytics to Perfect Your Content
You’ve planned your content, learned how to craft engaging posts and have scheduled a few weeks’ worth of content. You can’t sit back and relax just yet! It’s important to check back in on your content to see how it’s performing, and to tweak your process as the weeks go by. Keep in mind that because something works for my audience, it might not work for yours, and that’s okay! Keep trying and testing until you find the type of content that resonates and sticks.
A Beginner's Guide to Facebook Insights
Facebook Analytics is an incredibly useful tool for you to measure your efforts. What’s working and what’s not? Where are your efforts really paying off, and how can you maximize upon those results?
For content purposes, you should be looking at your Facebook Page Insights. To see your Insights, go to your Facebook page and click Insights on the top menu.
Facebook Insights is very thorough, and it can seem overwhelming at first! For beginner’s purposes, however, let’s take a look at these categories in your Insights:
Followers: Here you’ll see your follower gain and losses. Take a look at days with high follower gains and days with high follower losses. What type of content did you post that day? For example, maybe you went live that day and gained 10 followers. Now you know that lives work for you and your audience.
Posts: Your engagement number indicates the number of actions that were taken on your post. Actions include post clicks, reactions, comments and shares. The higher the engagement, the better the post! Take a look at your high engagement posts. What types of posts have higher engagement? For example, maybe your audience prefers photo posts to link posts. Moving forward, you should focus on photos instead of posting links. What type of content are you showcasing? For example, maybe your audience prefers vignette photos to e-commerce photos. The next time you decide to photograph content, you know to photograph more vignettes. On the other hand, you also want to take a look at your lowest performing content. This will allow you to either improve or ditch what isn’t working.
Stories: Here you’ll find insights on your Facebook Stories. Similar to your Posts, you’ll want to look at your highest engaged posts to see what type of content is resonating with your audience, and what type of content they aren’t engaging with.
People: Another category you should look at is your audience. Are they primarily male or female? What is the main age group? What cities (or countries) do they live in? This information will help you tailor your content and your language to better suit their preferences. This will also help you when selecting a target audience for Facebook marketing
A Beginner's Guide to Instagram Insights
You can navigate to your Insights from the “front page” of your Instagram profile, or click the three bars on upper right hand corner then Insights. The Content tab is split into two categories, Feed and Stories, making it easy to find what you need.
Feed: For me, it’s most important to see the number of likes, comments and saves on my posts. This boils down to the engagement rate. From here, I sort by engagement rate to see my top and least performing posts. See if you can spot trends in your top and least performing posts.
Stories: There are two important metrics in this section: 1) reach and 2) next story. The reach tells you how many unique accounts your story reached. The higher the reach, the better the post! The next story number tells you how many people skipped your story to another account’s story. This could mean that your story wasn’t engaging enough, or that your story was too long.
You Made It!
Congratulations on completing the Social Media Content Creation Course. To recap:
Thank you so much for taking this course!