It’s true that sometimes social media feels like playing a guessing game. You can just hope for the best after posting a photo, reel, or story. There’s a 50-50 chance of getting likes and not getting likes. Or maybe the person who is liking or posting is your friend again. 

But hoping isn’t enough when you’re utilizing social media for your business or project. For social media marketing, you are supposed to have proper knowledge about what works on social media and what does not. And that’s the time when social media metrics arrive. 

“Metrics” sounds quite technical, right? But don’t worry. In this article, we will talk about all the metrics in a friendly way without using any jargon. And it’s our 100% guarantee that at the end, you’ll feel very confident after knowing what the exact numbers you have to watch are and what they signify.

1. Reach and impressions

Firstly, let’s understand the meaning of two terms that usually get mixed: reach and impressions. 

1. Reach -shows how many people have watched your post. 
2. Impression—shows how many times your post was seen on screen.

Why it matters:

Reach and impression are important because these numbers show you how far your content or posts are going. When only a limited number of people watch your content or posts , then your reach starts declining. There can be many reasons behind declining reach, like improper timings, the content, or even platforms. 

Tip:

You should try posting with different types of content, like reels or stories, on different timing. And then just observe what boosts up your reach. 

2. Engagement Rate

The rate of engagement is one of the most important numbers you must look at. Engagement involves likes, comments, shares, and saves— in short, anytime the audience interacts with your content and posts. 

Why it matters:

When audiences start loving the content you share, your engagement rate becomes high. It signifies that they’re interested and interacting, which is a big win!. Some platforms also provide you high engagement as a reward by showing your post to more audiences. 

Tip:

You can ask some questions to your audience in the caption of your post. You can invite the audience to comment on your post. Also use polls in stories or create posts that connect the audience by making them feel relatable and emotional. These little things matter a lot. 

3. Click-Through Rate(CTR)

If you’re adding a link in your post, then with the help of CTR, you can know about how many people actually clicked on that link and visited and how many of them just saw your post. 

Why it matters:

Click-through rate is important because it shows how good and smart your content is at making people take action. If lots of people are seeing your post, but only a drop of people are clicking on the link. Then this is a sign that you have to make some changes. 

Tip:

Try to keep your calls to action crystal clear and inviting. Simply think about it as you’re guiding someone by giving your hand to them. 

4. Conversion rate

Basically, conversion means someone doing the same thing you want them to do—maybe they purchase something from you, sign up for your emails, or download a guide, which requires no cost. 

Why it matters:

It’s important because this is the point when social media turns into actual outcomes. If you’ve high conversion rates, then it means that your content, link, and page are all working with each other very well. 

Tip:

You can use tools like UTM codes or links that help in tracking to know which post of yours is actually bringing action. Also, ensure that the page on which the audience lands is not so complex and relates to your message. 

5. Followers growth rate

You should focus on the rate at which your followers are increasing rather than focusing on how many followers you have. 

Why it matters:

 It’s very important; if you’ve had a slow and steady increase in followers, then it’s actually a good sign, as it shows that people are liking what they’re watching. But a sudden decline might mean that something’s off. 

6. Audience Demographics 

Audience graphics are all about who your audience is, what their age, gender, and location are, and their tastes and preferences. 

Why it matters:

It matters a lot because you want your content to visit and communicate with the right audience. For example, if you’re trying to reach teenagers but most of your followers are adults or in their late 30s, then your content won’t get the reach or outcomes you’ve expected from it. 

Tip:

There are many platforms on social media that provide this information in your analytics. You should use this information to tweak your tone, photos, and content topic so that you can match with the mindset of the people who are actually watching and engaging with you. 

7. Mentions and share of voice 

Basically, mentions are when someone talks about your brand or tags your brand on their posts on social media. 

Share of voice means how much people are talking about you in this industry as compared to others. 

Why it matters:

There are genuinely very good indicators of your brand’s or business’s visibility. If people are talking about you and your brand, it means your post has an impact on them.

Tip:

You should encourage user-generated content by asking your customers to mention you at the time of utilizing your product or services. And when they do the same, give them a shoutout. 

Conclusion

There’s no need to make social media a mystery. After understanding your numbers, you’ll just stop guessing and begin making intelligent moves. You don’t have to spend lots of time on knowing what’s working and what’s not. And you can invest your time in identifying other things that can also help you in bringing good results .

So what are you waiting for? Go and check your analytics, and allow the data to guide you. You’ve got this!

And in the future, if you ever feel confused or unconfident about which tools you should use. Then just simply ask me; I’ll be very happy to help you in selecting the right tools for you as per your requirements.