It is not easy to manage your company’s social networks. It takes consistency, creativity and hard work to achieve the visibility and conversions you want. However, there is a crucial factor to be able to monitor, measure and evaluate your performance on digital platforms. In this article, we’ll explain the importance of analytics to analyze your company’s social networks and get the results you want.
How to use social media analytics to create visibility and conversions?
Social media analytics are for collecting data from your digital platforms and blogs. The goal is to analyze all relevant data, such as the source of traffic or the type of visitors you receive. From this information, it will be easier to understand what works, what doesn’t work and what needs to be improved.
From the moment you know how to properly analyze your brand’s social networks, you will be able to get to know your audience better. Thus, it will be easier to create strategies and content that appeal to people interested in your online profiles.
What factors to analyze?
In order to carry out a proper analysis of your social networks and all the surrounding aspects, it is important to analyze a variety of factors, including:
The best times to post
You should not post on your social networks at random times and days. In order to increase your visibility and engagement with your followers, you should post when they are most active.
Platforms like Instagram and Facebook have analytics sections where you can see specifically the hours and days of the week when your followers are most active. Based on the information you find, start publishing content at the right times.
Your target audience
Again, some digital platforms have analytics sections that you can access to get important data. In particular, you will be able to access the profile of the people who most visit your accounts and who most interact with your content. Data such as gender, location and age are relevant to understanding the type of audience that is interested in your profiles.
Based on the information you gather, you can conclude whether you’re getting the attention of the people you want. If so, that means you’re on the right track by creating content that your target audience can relate to. Otherwise, you should rethink your strategies to reach the people you want.
Through analytics, you can obtain an in-depth analysis of the performance of your social networks. From relevant metrics, you can make effective decisions to get the results you want. Some important metrics to analyze are:
- Comments and likes per post;
- Shares by post;
- Post reactions;
It is important to regularly monitor the numbers associated with these metrics, in order to understand if there are growths and improvements.
From the analytics, you can easily understand which type of content is most appealing to your audience. For example, in the case of Instagram, certain brands prefer to invest in reels, as they know that this is a type of content sought after by their audiences. You will be able to reach conclusions about the most appealing forms of content through the doctors mentioned.
For example, if you find that the videos you publish receive more reactions (comments, likes, shares) than your photos, you should bet more on the first form of content. It’s about knowing your audience and giving them what they want to see.
Which social network should you bet more on
There are numerous social networks that you can bet on to present your brand. From Facebook, to Instagram, TikTok, Youtube, or Twitter… the options are many! However, there is always a platform that works better than another for specific companies. Thus, it is important to understand which social network is most worth investing in.
For example, if you see that you receive the most interactions and potential customers from Instagram, focus your time on that social network. This doesn’t mean you should ignore platforms like Facebook or Youtube. However, we know that time is a limited resource. So, you should invest your efforts where you know you will be most successful.
Just like you, your competitors want to create strategies and content that appeal to their target audience. With this in mind, it is important to analyze what the competition is doing. For example, let’s say one of your competitors is using influencer marketing and having a lot of success.
Although not guaranteed, it is likely that this strategy works for your brand as well. It’s not about copying anyone, but about being aware of what works and what doesn’t.
In conclusion, a regular and adequate analysis of your company’s social networks is fundamental and should not be ignored. Enjoy the benefits you can get by checking the mentioned aspects.