EN - Social Sharing Guide - MODULE 3 - LESSON 2

guide

SOCIAL SHARING

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MODULE 3 – LESSON 2 1 Instagram and Facebook Insights and Analytics

Advanced

Insights

AND ANALYTICS

Your social media insights and analytics help you define whether your followers are still interested in the content that you create and how your content is performing on your social media accounts. This will help you to understand your audience better as well.

You can measure your success in a variety of ways, ranging from the number of new followers to your most popular content. This guide will help you understand how to use your Instagram and Facebook analytics and insights settings in order to analyse your data effectively and adapt the right strategy to your social media platforms.

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INSTAGRAM Instagram Insights

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In order to access the Insights of your Instagram account, you need to have a ‘Creator Account’ or a ‘Business Account’. They’re meant to give you more details about how or why your audience has shifted. There is no significant difference between the two. Creator accounts have the possibility to see details on their daily growth as well as Business profiles. Once you decide which profile you would like to go for, you are able to have access to your Insights.

STEP 1 – Click on the right-hand side on ‘Settings’.

STEP 2 – Click on ‘Insights’.

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Use your Instagram Insights to see the insights of your Content, your Activity and your Audience. The following options are available for both Business profiles and Creator profiles.

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INSTAGRAM Content Insights

OVERVIEW: This page shows you insights on how your content is performing but also displays the total number of posts and stories you created in a week.

POSTS: The total number of posts created.

STORIES: The total number of stories created in the last 24 hours. All your active stories will be shown in this category and those stories that are older than 24 hours are only visible to you.

PROMOTIONS: The total number of promotions created this week.

NOTE Instagram Content Insights displays your content in order of best to worst. This enables you to quickly identify your top performing content.

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INSTAGRAM Activity Insights

DISCOVERY: This set of insights measures how many people see your content and where they find it.

REACH: The number of unique accounts that have seen any of your posts. The reach metric is an estimate and may not be exact.

IMPRESSIONS: The total number of times that all your posts have been seen.

INTERACTIONS: This set of insights measures the action that people take when they engage with your account. These interactions are calculated by the CTA (call to action) that you added to your profile: Call: if you left your phone number for people to contact your business Comments: the comments you received on your posts Email: if you left your email address for users to contact you Likes: the number of likes received on your posts Profile visits: the number of times that your profile was viewed PRIMARY LOGO

Website clicks: the number of users who have clicked the URL in your bio

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INSTAGRAM Audience Insights

GROWTH: You can track how your audience has grown over the last seven days or single day.

TOP LOCATIONS: The places where your followers are concentrated.

AGE RANGE: The age distribution of your followers.

GENDER: The gender distribution of your followers.

FOLLOWERS: This is the average time when your followers are on Instagram: Followers – hours: The average times when your followers are on Instagram on a typical day.

Followers – days: The days of the week when your followers are most active.

TOP TIP With the Audience tab, you have the possibility to better understand your audience. Tap a graph to reveal the exact

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numbers or percentages.

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FACEBOOK Facebook Insights

Your Facebook Insights are a very powerful tool to track the interaction of your user on your Facebook Page. By using Facebook Insights, you’ll be able to determine the best time of day to post, the best day of the week to post and what type of content is most popular.

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Facebook Insights has a lot more functions than Instagram and helps you better understand your page performance.

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Insights options

FACEBOOK

Here is a detailed list of the different Insights options you have for your Facebook Page:

OVERVIEW: An overview of all the insights options you have and how your Page is doing.

ADS: For your promotions, Facebook will open a new tab with an overview of your ads.

FOLLOWERS: The number of people who follow your page.

LIKES: The number of people liking your page.

REACH: What’s your reach and what factors affect it.

PAGE VIEWS: Who viewed which section of your Page.

PAGE PREVIEWS: This is the number of times that people have hovered over your page to see a preview of your content.

ACTIONS ON PAGE: How people interact on your page (if it’s liking and resharing content, or commenting on your posts).

POSTS: How well your posts are performing.

BRANDED CONTENT: People you can partner with or have partnered with.

EVENTS: Facebook will redirect you to another page where you can manage your events and see how successful your events are regarding the number of clicks received on the website linked to the event, responses and reach.

VIDEOS: How well your videos are performing.

MESSAGES: Response times and Messenger analytics.

ORDERS: The number of orders that took place on your page if you offered it.

PEOPLE: Demographics of those on your Facebook Page and who engage with your posts.

It is important to note that the Facebook Insights tool is constantly updated to reflect your page’s developments.

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Keep checking back to stay in the loop. Note that your demographics (age, location, etc.) can be seen in your Facebook Business Manager tool.

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