Evaluating the performance of your posts on social media is essential for several key reasons. Firstly, you’ll understand your audience more easily, so you can create more relevant and engaging content.
Secondly, analytics enable you to segment your audience according to their behaviors and interests, making it easier to target your marketing. By tracking performance indicators, you can assess whether the resources invested (time, money and effort) in creating and distributing content are paying off.
Finally, evaluating the performance of your posts allows you to benchmark yourself against the competition and identify market trends. There are a number of techniques available to you if you want to reap the benefits of evaluating the performance of your posts on social networks.
1. Use the Platforms’ Built-in Analysis Tools
Most social networks offer built-in analysis tools to help you track the performance of your posts. Here are a few examples:
- Facebook Insights: Allows you to see your audience’s demographics, engagement (likes, comments, shares), post reach and much more.
- Instagram Insights: Provides information on impressions, reach, interactions and actions taken on your profile after viewing a post.
- LinkedIn Analytics : Provides information on views, clicks, interactions and audience demographics.
Facebook Insights
LinkedIn Insights
Instagram Insights
2. Use Third-Party Tools
In addition to built-in tools, several third-party tools can help you analyze the performance of your posts across multiple platforms in greater depth:
- Hootsuite Analytics: Offers detailed reports on engagement, mentions and audience growth.
- Buffer Analyze: Provides analysis of engagement, impressions and performance against targets.
- Google Analytics: Useful for tracking traffic to your website generated by posts on social networks.
Key Performance Indicators (KPIs)
Think about measuring key performance indicators (KPIs), specific indicators that help you evaluate the effectiveness of your posts. Here are some common KPIs to keep an eye on:
- Impressions: The total number of times your post has been viewed.
- Reach: The number of unique people who have seen your post.
- Engagement: Includes likes, comments, shares and clicks. A high engagement rate indicates that your content resonates with your audience.
- Click-through rate (CTR): The percentage of people who clicked on a link in your post compared to the total number of people who saw it.
- Conversions: Desired actions that users take after viewing your post, such as purchases or registrations.
How to Interpret the Data
To draw useful conclusions, it’s important to interpret the data collected correctly. Here are a few tips:
- Compare performance over time: track the performance of your posts over time to identify trends.
- Analyze content types: Identify which types of content (photos, videos, articles) generate the most engagement.
- Segment your audience: See how different segments of your audience interact with your posts to better target future content.
- Test and adjust: Run A/B tests to see which types of post work best, and adjust your strategy accordingly.
After analyzing the data, use this information to adapt your content strategy. If you notice that certain types of posts generate a lot of engagement, create more of them.
On the contrary, if certain posts aren’t performing as well, try to understand why and modify them. Use the results to plan your future posts and optimize when and how you post.
By following these steps, you’ll be able to better understand the performance of your posts on social networks and adapt your strategy to maximize engagement and achieve your goals.
Start evaluating the performance of your posts on social networks today to maximize engagement and achieve your goals.
Contact us to find out more about our social network analysis services and discover how we can help you optimize your online presence. Together, we can make your content strategy a success!