How to Use Analytics to Improve Your Social Media Performance
Let’s start with a little story. Imagine you’re baking cookies without a recipe. You throw in a bit of this, a pinch of that, and you’ve got dough—but will they come out chewy or crunchy? Now, think of your social media like that: posting without knowing what’s really resonating with your audience. Buckle up, because we’re going to show you how to use analytics to improve your social media performance—it’s like having that tried-and-true recipe in hand that tells you exactly what ingredients your audience craves and which ones they’re ready to skip.
Why Analytics Matter More Than Your Follower Count
It’s easy to get caught up in follower numbers. Who wouldn’t want a huge, adoring crowd? But here’s the secret sauce: engagement and behavior metrics are where the magic happens. An engaged community beats a ghost town of followers any day (and brands agree).
Imagine this: you’ve posted a reel, and it has 100 likes (yay!), but what’s even more exciting? The 25 saves. Likes are nice, but saves mean people found real value in what you posted—they want to revisit it. That’s how you know you’re onto something your audience loves, and the analytics give you that insight. Translation: your posts aren’t just there to look pretty; they need to make an impact.
Key Metrics You Can’t Ignore (Even If You’re a Data Newbie)
Social media analytics can be a rabbit hole, but let’s keep it simple. Here are a few core metrics to start tracking:
Reach: This shows how many unique people saw your post. Think of it as the number of eyes on your content.
Impressions: This counts how many times your post was displayed. While reach tells you how many individuals saw your post, impressions tell you the total views—one person could view your post multiple times.
Engagement Rate: Engagement (likes, comments, shares) divided by reach. This metric is like a little cheerleader telling you, “Yes, they’re paying attention!”
Saves and Shares: These metrics speak louder than words. Saves mean people find your content valuable enough to revisit, while shares indicate it’s worthy of passing along.
If that seems like a lot, don’t worry—we’ve got a download at the end of this article that breaks it all down for you. While you can find most of these metrics in your Instagram professional dashboard - we wanted to recommend Social Blade as a free tool where you can find additional metrics.
Digging Into Stories, Reels, and Post Metrics
Now, let’s get into the fun part: tailoring your content. Each format—posts, stories, and reels—has its own set of metrics to watch. Here’s a quick tour:
Posts: These are your steady performers. The likes, comments, and saves here tell you which content resonates over time. Compare posts side-by-side to see which style gets the most traction.
Stories: Views are helpful, but exits are a clue too. Too many drop-offs? Maybe your story needs to be shorter or more engaging. On the other hand, if your story is loaded with taps forward (when someone taps to skip to the next one), it might mean you’re on the right track for captivating content! And don’t forget to monitor link clicks. The amount of times someone clicks on your link is a great indicator of whether or not you should share more of that product/content.
Reels: Watch for the play count, but also note the average watch time. If people drop off too early, that could be a clue to shorten your reel or keep the juicy stuff front-loaded.
How to Find Your Ideal Posting Time (Hint: The Answer’s in Your Analytics)
Ever heard the advice to “post when your audience is online”? Your analytics hold the key to this. Head to your insights and check when your followers are most active. Schedule your posts during those peak times for a better shot at reaching more people. This could be your midday Monday coffee break crew or the late-night scrollers on Thursday.
But don’t get rigid with this! Test out different times and see what happens. Social media isn’t a one-size-fits-all game. It’s your own quirky science experiment, and the analytics are your Bunsen burner.
The Power of Adjusting Based on Data
Let’s say you’ve run a few posts over a month. Some hit big; others fall flat. Here’s where analytics shine: they tell you what to double down on and what to scrap.
Example time: You’re a beauty influencer, and you noticed that posts about skincare routines outperform makeup tutorials. Instead of ignoring this, lean in. Try adding more skincare content and maybe a reel or two where you take people through your morning routine. When you pivot like this based on data, it’s not “selling out.” It’s giving your audience more of what they want from you.
Avoiding the Comparison Trap
Analytics can be empowering, but don’t let them lead you into the dreaded comparison trap. Yes, it’s fun to look at someone else’s engagement numbers and think, “I want that!” But remember, your journey is unique. Instead of competing with others, compete with yourself. Celebrate your own growth, no matter how small.
So, if last month you had a 2% engagement rate and this month it’s 3%, congratulate yourself. That’s growth, and it’s yours.
Creating Goals From Your Data (and Making Analytics Fun)
Now that you’ve got some basic analytics know-how, it’s time to set a few goals. These could be as simple as:
Increasing your reach by 10% over the next month.
Aiming for 5% more engagement on each post.
Getting two more saves per reel.
These small, actionable goals are stepping stones toward growing your account and, more importantly, connecting with your audience in meaningful ways. And remember, each time you hit a goal, it’s like getting a high five from your analytics buddy.
Analytics Without the Overwhelm: Try Our Free Worksheet
If this talk of metrics has you both excited and overwhelmed, we get it. There’s a lot to track, especially if you’re just starting. That’s why we’ve created a free download, The Understanding Instagram Analytics and Averages Worksheet. This guide breaks down metrics in plain English, giving you a simple way to understand and interpret your data. Plus, we’ve thrown in a few benchmarks to help you know what “good” looks like.
Download the Worksheet Below and take the first step toward making data your secret weapon on social media.
