The Top 5 KPIs to Measure Social Media Success
-
Loading... - Eric Robert
- 02 Mar 2023
- 64 Views
- 0 Like
- 0 Comment
What does success on social media look like? There isn’t a one-size-fits-all answer. Success may look like growing quickly in a short time for a brand just getting started. For a long-established business, success looks more like staying relevant and maintaining its fan base.
But no matter where you are in your brand’s social media marketing strategy, it’s essential to keep an eye on certain data to reach your goals. These key performance indicators (KPIs) can tell you where you stand in your industry and keep your content fresh and engaging.
Whether you’re using an analytics tool or simply looking at the insights provided by the social media network, you may find yourself wondering what the KPIs mean and what matters most. We’ve broken down the top KPIs to watch for your brand’s social media success.
5 KPIs to Measure for Social Media Success
1. Reach
Reach is defined as the total number of people who choose to see and engage with your post where one person who views your post is equal to one unit of reach. If someone sees your post more than once, your reach does not increase. (That action would increase your impressions, but more on that later.)
Reach varies depending on follower count, as well as the channel. With a growing number of channels out there, your content has to compete for eyeballs with not only other posts on the same platform but other channels’ posts as well. According to our 2023 Instagram Stories Benchmark Report, reach declined for both Instagram posts and Stories. Brands with the largest following saw the smallest reach rate on their Instagram posts. With Instagram investing more in their Reels and with other platforms like TikTok in direct competition with Instagram, your post is fighting a lot for the attention of your audience.
When you measure reach, you’re getting an idea of whether or not you’re creating content your followers want to see. On Instagram, for instance, the algorithm prioritizes showing content to your followers if it believes that it’s something that they would want to engage with. If you’re creating high-quality content, your posts and Stories will continue to be shown to your followers, upping your reach.
Consider this Starbucks post sharing the debut of the Pistachio Cream Cold Brew. Reach is a private metric that the Starbucks’ social media team would be able to see on their Instagram analytics page. But even from our end, we can get an idea of the reach. Between over 110K likes and 1.63K comments, the post received over 112K engagements. At the very least, we know that Starbucks reached 110K people with this post, assuming that some people both liked and commented on the post. Read More…
