The Social Media Metrics You Should Be Tracking in 2024

The idea of being an influencer often conjures up images of glitz and glamour; dreamy brand trips, access to exclusive products to rubbing shoulders with celebrities at VIP events. Yet, amidst this allure, lies a crucial component: monitoring social media metrics to ensure the survival of your brand. Whether you’re just starting out in the influencer sphere or a veteran looking to ramp up your social media strategy, in this article we’ll delve into the nitty-gritty of social media metrics and share how to use them to your advantage!

What are social media metrics?

Social media metrics are essential data points to provide insights into valuable aspects of your online presence and audience engagement. These metrics encompass a wide range of indicators, including likes, comments, shares, impressions, and many more. By analysing these metrics, you can gain valuable insights into the performance of your content, audience demographics, and overall social media strategy. 

Why is tracking social media metrics important?

Periodically monitoring your social media metrics is necessary for the growth of your platforms. Without any insight into your performance, you can’t create tangible goals, understand your pain points, or, even worse, prove your success. 

Performance evaluation

Metrics provide objective data, empowering you to make informed decisions and identify key strengths and weaknesses of your content strategy without any bias. 

Audience understanding

Acquainting yourself with shifts in your audience demographics can improve the performance of your channel significantly. Using metrics such as age, location and social media activity can strategically inform the type of content you share to align with the interests of your target audience. 

Goal setting and progress monitoring

Tracking metrics is essential for setting SMART goals and monitoring progress towards them. The SMART framework stands for Specific, Measurable, Achievable, Relevant, and Time-bound, helping you achieve impactful goals. Whatever your goal may be, metrics provide a tangible way to measure your success and identify areas for improvement. 

Trend spotting and optimisation 

Analysing metrics allows you to spot patterns that may indicate new emerging trends. Being in the know about new trends can help you recognise new market opportunities and support you in making informed decisions to strengthen your content strategy. 

Top 5 social media metrics should you track

Whilst tracking social media metrics is integral to your success, it can also cause an information overload. So we’ve selected the top five metrics you MUST track to guarantee social success.

Engagement Rate

Engagement rate quantifies the level of audience interaction with your content. This usually consists of likes, comments and shares. This metric provides insight into the type of content that your audience actively engages with. Content with higher engagement generally increases its visibility in the algorithm. 

Reach & Impressions

Reach refers to the total number of unique users that have seen your content, while impressions represent the total number of times your content is displayed. Tracking these metrics gives you insight into the visibility of your content, helping you gauge the effectiveness of your content distribution strategy.

Audience growth rate 

Audience growth rate measures the rate at which your followers have grown over a specific period. Tracking audience growth rate is key for assessing the effectiveness of your efforts to attract and retain followers, as well as highlighting opportunities for audience expansion.

Sentiment analysis 

If you’re curious about how people perceive your brand, sentiment analysis gathers data around your audience’s perceptions of your content and personal brand. This analysis can help identify any potential issues or areas for improvement and is key to understanding how to convert consumers into your community. 

Video metrics

Given the prominence of video content, measuring the performance of your videos will help you understand audience engagement and refine your approach to creating captivating content. Key video metrics to track include views, watch time, and engagement rate.

Tracking your social media metrics is the blueprint for success as an influencer. Familiarising yourself with your content performance and audience dynamics will help you map out a winning content strategy that consistently garners high engagement and resonates with your target audience. a


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