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Social Media Analytics You Should be Tracking and Why

When creating content to post to your social media pages, you should always keep in mind your audience. What type of content will they enjoy? What kind of content will they find value in? What content will they want to share with their friends and family? 

Creating content that your audience is interested in and will share with others is a crucial part of building your brand. Users on social media are a close-knit community, and people look to their friends and family for inspiration as to what brands to follow. If part of your social media following begins consistently performing actions such as sharing, liking, and commenting on your content, your brand will grow.

This is why it’s essential to keep track of your social media analytics so that you can see what types of posts are working and which maybe aren’t performing as well. No matter if you’re new to social media, are an expert, or are somewhere in between, here are the analytics you should be tracking and why:


A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.

Scott Cook


Impressions: Impressions don’t take into account if your post was clicked on or interacted with. Impressions are simply the total number of times that your content was displayed in front of someone. So anytime that your post is on someone’s screen, that equals one impression.

Impressions are a key part of tracking a post’s success. More times than not, the more a post is seen, the more people you are likely to reach. These people could then turn into potential followers or customers.

Views: One of the most valuable analytics to look at when posting a video is views. The number of views you get on a video can tell you how many people were interested in the topic of your video and stayed around to watch it.

Though, it’s important to note that each social media platform has its own guidelines for what counts as one view:

  • Facebook: One view counts as 3 seconds of a video watched
  • Instagram: One view counts as 3 seconds of a video watched
  • Twitter: One view counts as 2 seconds of a video watched, but the video must be in their view throughout that time
  • Pinterest: One view counts as 3 seconds of a video watched
  • Youtube: One view counts as 30 seconds of a video watched

If someone stays around to watch your video instead of scrolling right past it, there’s a good chance that you’re posting videos your audience wants to watch.

Comments: Comments are another critical analytic that your business should be tracking. When people comment on your post, they are most likely giving feedback or tagging someone else in the comments.

If your audience is giving you feedback in the comments section, this gives you some insight into whether or not they are interested in your post or brand. Furthermore, if your audience is tagging their friends and family in the comments, they’re letting them know that they should see your post, potentially increasing your audience and customer base.

Likes: When someone likes your post, they are letting you know that they approve of your content and are interested in what you’re posting. This also means they are more likely to check out the other content on your social media page.

People have to go out of their way to interact with your post and like your post. Most social media users will typically only “like” a post if they genuinely enjoyed it. Otherwise, most of the time, users will just scroll past. Understanding what your audience enjoys seeing and interacts with is a crucial part of building your brand.

Shares: Knowing how many shares your post received can be extremely beneficial. When someone shares your post, it means that they are interested in it and want other people to see it.

The more shares you get on a post, the better because a “share” increases your odds of other people seeing and interacting with your post. Having someone share your post is a compliment because it means that they are interested in your content and want their friends and family to see it too.

Bookmarks: When a user bookmarks a piece of your content on Instagram, it means they are saving that content to reference later on. The number of bookmarks you receive on a post can give you insight into how valuable and relatable your content is. The more your post is bookmarked, the more likely you are to stay in the minds of your followers, as they can go back and look at your content whenever they feel the need to.

Engagements: The last analytic you should be tracking (and maybe the most important) is engagements. Engagements are the total number of times that people interacted with your post. This includes shares, comments, clicks, and reactions. 

Knowing how many engagements you had on your post can tell you a lot about how your post performed. It’s important to remember that it’s not always easy to get people to interact with your post. So, if you find that you have a solid amount of engagements on your post, you’re probably doing something right.

Tracking and staying informed of how your posts on social media are performing with your audience will only help grow your business and brand. Understanding what your audience enjoys and what they don’t enjoy can help in planning your future content and will allow you to gain and retain more customers. 

What’s your favorite type of content to see on social media? What kind of content performs the best on your brand’s social media pages?

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