You’ve got a gorgeous social media page, you update it frequently, and you’re even running some official advertisements. But how can you tell whether you’re actually succeeding? Keeping tabs on social media data is the obvious solution.
You may learn more about your target demographic, the interests of your members, and the factors that lead to increased sales by analysing these indicators.
We’ve compiled these 8 indicators to assist you evaluate the success of your marketing efforts.
Eight KPIs that matter for social media marketing
Participation Level
Today, an account’s engagement rate (ER) is a key measure to monitor. This measure primarily determines the order in which posts and stories are displayed to users. This is a measure you should always work to improve so that your account is more visible to your subscribers.
Engagement may be measured in two ways: either on a per-publication basis, or as an overall account metric over time.
You may use the engagement per publication metric to see which of your pieces are most popular with readers and which you should cut from your editorial calendar.
Rate of Subscription and Deletion
Another crucial indicator to track constantly is the rate of subscriptions against cancellations. If the ratio of unsubscribes to subscriptions on your profile is high enough, Instagram may shadowban your account and remove it from users’ feeds. Consequences of this disparity in subscriptions against cancellations aren’t any less severe on other platforms. However, the rate of subscriber increase shouldn’t pick up too quickly lest the algorithms get suspicious.
Proportion of fake users
All kind of bots, bulk followers, and fake profiles might be considered inauthentic subscribers. The more passive subscribers you have, the less your account will be used.
Reach
Your post’s reach is the total number of people who saw it. This indicator can give you a rough idea of how many people are seeing your posts in their feeds. If this number is low, it’s time to go to work planning events, giving away prizes, and advertising specials. Never ignore this number, as having thousands of subscribers who never read your content is useless.
Instagram Insights provides a snapshot of your Reach.
Rate of change
A user conversion occurs when they do any desired activity. If you have a website, the intended action is for visitors to click on a link; if you provide an email address or phone number in your profile, the desired action is for visitors to fill up those fields.
The most important step is to accurately define success, keep tabs on relevant data, and find ways to improve.
Simple math goes as follows: percent of conversions = percentage of total views.
Google Analytics may be used to monitor this indicator if one’s objective is to increase website visits.
Mentions
Getting your name out there is a top priority on any social media platform, but especially Instagram. So, it’s in your best interest to have your profile highlighted frequently by other accounts. The result is more people learning about the company and signing up as organic fans.
Encourage users to submit user-generated material, or lobby for endorsements from influential people. In other words, you should actively seek out and highlight any favourable comments made about your profile.
Counting the number of times your name was brought up in conversation during a given time period and comparing that number to the one from the prior period is an easy way to gauge the success of your efforts.
Types of Viewers
Spend as much time as you can researching your target market. You may use this information to fine-tune your account advertising. Knowing your audience better will help you produce more interesting content. This will also help you respond to an Instagram direct message in a more interesting and productive way.
Your target audience’s demographics (sex, age, location, day of the week, and time of day) should be your first priority. Keep tabs on this data, and use it to shape your content and advertising.
Quality of the Audience
This is not so much a statistic but a collection of metrics in your account analytics that you need to monitor in order to determine whether or not you are reaching the intended demographic with your content broadcasts.
Above, we see that Instagram displays standard demographic data regarding your current audience. To see demographics, you need at least 100 followers. Follower demographics including gender, age range, and the top five locations where your followers reside may be viewed. You may also track their activities on a day-by-day and hour-by-hour basis.
Methods for gauging the success of social media campaigns
Now you are aware of the most crucial measurements to take. The question now is, “What do you do?”
Remembering your marketing objectives is the first step towards achieving success with social media. The importance of particular measures for gauging success can be predicted from the establishment of specific goals.
Companies typically employ social media as part of their long-term marketing plans. The fundamental character of social media marketing analytics is established by this. You can’t just look at the numbers at one point in time; you need to follow them through time to get the whole picture.
Conclusion
Measurement and comparison of metrics reveal the efficacy of your company’s SMM strategy and operations. Quantitative and qualitative data on how people interact with the company on social media may help optimise budgets, resources, deadlines, goods, and procedures. A better return on investment (ROI) through social media may be achieved by careful monitoring of important promotional KPIs and subsequent optimisation of marketing strategy.
You should pay close attention to things like audience engagement, demographics, quality of reach, and conversion rate. Both together and separately, they illuminate the efficacy and outcomes of social media advertising.