How To Create Good Content Over and Over Again (Part 1)
Today, we'll provide you with a brief look of some of the basic Facebook Insight analytics you need to know so you can create great content over and over again!
Let’s say that you’re about to release a new EP on Spotify and iTunes and you want to begin promoting the project on Facebook. You go to publish a few visuals to promote the project to generate anticipation and you receive tons of engagement, shares, and likes. Sounds good, right?
So now what? Wouldn’t it be nice to create that same type of content again, reach new listeners and expand your audience? Together, we're going to walk through the importance of social media analytics and how understanding them will help you to create good content. We’re going to specifically cover the overview of Facebook Insights today and will cover other features in this platform in later posts.
How Are Analytics Useful For Me?
The fact that Facebook allows us to view the performance of our content is simply a blessing. We need to understand metrics like post reach and post engagement to understand what types of content works well with our audience. If we didn't have this access, then brands would just create anything and expect a big return without really knowing if it's really effective. Analytics are how brands like Spotify, Apple, and even KitKat know what types of content to create that will get us to buy in to or download their products.
How To View Your Analytics.
For starters, if you have a Facebook page for your brand apart from your personal profile, you will have access to these powerful analytics. If you don’t have one, create one! It’ll be a great investment of time and will give you access to not only analytics, but will could inevitably scale your reach to beyond your current friends through strategically targeted ads (but we’ll get to targeting ads in another post)! Below is a list of steps that will walk you through the Facebook analytics platform and define certain terms.
1. Navigate to your business/brand page and click on “Insights."
2. You should arrive at the “Overview” section. Here, you’ll see a few overall metrics that will help you better assess your content. This side bar will help you navigate through all the different sections of your data.
3. Page Summary: This selection is very important to understanding your data. You can select a certain time frame and measure data from today, yesterday, the last 7 days, to the last 28 days. This selection will alter all of your data and your data will reflect the date range that is specified here. If you would like a more customized date range, try getting reports from free social media tools such as Cyfe, Hootsuite, and Buffer.
4. Organic & Paid: Your data will reflect two different sets, paid and organic. Organic means the amount of people who see and interact with your content through unpaid distribution. Paid reach reflects the amount of people who see and interact with your content through paid distribution through ads, boosted posts, and other forms of paid Facebook content.
5. Actions on Page: These are the number of clicks on your page’s contact info or call-to-action button. Make sure you set that button up. This will be essential to driving your audience toward what you want them to do.
Page Views: This section reflects the number of times people have visited your page, photos, and other sections in your page.
Page Likes: This simply reflects the amount of likes you received through a certain time frame.
Reach: Not to be confused with impressions, this number reflects the total people who viewed your posts. While impressions are how many times a piece of content is displayed.
Post Engagements: This metric shows the number of people who have liked, shared, commented, and interacted in some form with your content.
Videos: Are you publishing video content? This metric tells us how many times your videos have been viewed for at least 3 seconds.
6. This is a synopsis of the performance of your previously published content. You will notice that it breaks it down to the date and time it was published on, the editorial and the post, the type of post which is broken up into links and photos, your targeting, reach, engagement, and an option to boost your post. Your engagement is broken down into reactions, comments & shares. Based on this information, I want to create more content like my last blog share because it received the most engagement.
We know that's a lot to digest and soak in which is why we're going to break this up into several different blog posts. Be on the lookout for more content such as this. Let us know if you have any questions or if you would like us to elaborate further on a topic aforementioned!