Organic Insights to watch on Facebook & Instagram
Yawn Marketing – No Boring Answers
Being active on social media as a business is one thing, but using insights to influence your strategy is a whole new ballgame. If you could know exactly which posts do well, with who, and at what time – would you ignore that information? We didn’t think so, which is why you shouldn’t ignore insights.
So, what are ‘Insights’, where can you find them, and which ones should you be looking out for?
What are ‘Insights’?
‘Insights’ are the native analytics tool for business accounts on Facebook and Instagram; they present you with data regarding your content, as well as your audience demographics and preferences. You can find insights from your profile page within each platform.
Which Insights should you pay attention to?
Facebook > Posts
Facebook Insights include a tab labelled ‘Posts’; from here you can see the times of day that most of your followers are online. You can use this data to schedule your posts for when your followers are most active, this should help to increase engagement.
For example: if your audience is largely made up of parents, it is likely that you will have less followers online between 3pm and 9pm on weekdays.
On this same tab, you can see the achieved reach and engagement for each individual post. Notice which posts get higher reach and engagement and see if there is any correlation between them, I.e. Are they posted at a similar time? Do they include a specific CTA? Do they feature a certain type of product?
Once you have identified what content does well, you can create more of the same to increase overall engagement on your page.
Facebook > Stories
Facebook Insights has a tab labelled ‘Stories’ in which you can see how many people engage with your stories and what exactly they do, including if they exit your story before it is finished.
If you include a link, button, or poll in your story, you can see how many people engaged with them. Experiment with the content of your posts and watch how this may affect your audience’s engagement.
Facebook > People
To find out more about your audience, head to the ‘people’ tab on Facebook Insights. From this tab you can learn about the gender, age, location, and language of your followers. Demographics information can be very useful when planning your content as you can make sure you are tailoring your posts to your audience.
Instagram > Content Interactions
Similar to the ‘Posts’ tab on Facebook insights, ‘Content Interactions’ on Instagram gives you an overall view of your engagement. Additionally, you can see a ranking of your recent posts in order of interaction, so you can easily see what content is working for your audience.
Instagram > Total Followers
The ‘Audience’ tab on Instagram Insights covers the same audience demographics as Facebook, as well as your followers’ most active hours of the day/days of the week.
The most important factors you need to keep in mind when planning your social media strategy are your audience (including demographics and preferences), and your previously successful posts (looking at past content that has performed well). There are plenty more details and finicky pieces of data that you can find in Insights, but don’t let all the noise stop you from showing up online. The most important thing with socials is posting regularly and consistently – the rest will follow in time.
Author: Grace Appleby