Analyzing social media content is often confusing especially if it’s your first time; however, it is essential to your success as a content creator that you analyze your content regularly. Try looking over your profile insights every 2 weeks or every month. Doing so will not only help you better understand your audience and what they want to see but will also help you decide how to tweak your content so that you receive better engagement and/or more followers. Today I thought I would explain exactly how to go about analyzing your social media content, step-by-step.
Spreadsheets are a great way to start tracking your content data. They will allow you to track your progress over time to where you will have a physical copy to look at and examine your success as a content creator. I like to use Google Sheets, as I think it’s easier to use than Microsoft Excel, but use whatever is easiest for you!
Next, take a moment to log in to each social platform that you’re utilizing. Most social platforms have insights or analytics for content built-in. For example, Instagram’s analytics are called Account Insights. These insights can usually be found either directly on the profile or under the 3 bars (in the top right corner when viewing your profile). Locate the analytics area for each social media platform.
Once you have found the analytics area, now you can either screenshot the data and paste it into the spreadsheet, or type in the data yourself. I like to do both. I prefer to type the data in by myself, but it makes me feel better to also have screenshots of the data just in case of typos. Again, as you input the analytics into your spreadsheet, ensure you study and understand the data. Besides, keeping track of analytics for the sake of numbers without actually understanding what the data is saying is useless and overall, won’t help you.
Nobody likes an unorganized spreadsheet. It’s often more confusing than helpful. Make sure as you’re taking note of your social media analytics that you are organizing them. For example, I have a few different spreadsheets. Each social platform has its own spreadsheet file. I have each month’s analytics divided into its own tab within the file. Label each month's tab with the corresponding month and year (for example, February 2022). That way when I click into my Facebook Analytics file, I can explore each month’s analytics separately and switch between tabs to compare different months. You will also want to create a separate file for Instagram Insights and so on.
After you have inserted all of the data from each social platform into its corresponding spreadsheet, now it is time to study it. Really, thoroughly study each set of data and compare it to last month’s data. Which metrics did better this month? Which metrics did worse? And so on. Take note of each piece of data that is provided to you so that you are able to compare this month to next month’s data. This way of tracking your analytics is convenient and will help you track your performance over time.
The only thing left to do now is to make changes to your social media content plan as needed! Do you notice that a certain area of metrics isn’t performing well? Consider changes that could help in that area. I hope this step-by-step guide will help you as you continue to learn more about tracking social media analytics!