Are You Tracking These 5 Social Media Metrics

Did you know that over 90% of businesses  own social media accounts? That’s a pretty  
whopping number! Still, not everybody knows  how to track their campaigns’ effectiveness  
or sustain their success, and it’s definitely  not a one-and-done thing. So what social media  
metrics should you pay more attention to, and how  do you track or calculate them? All in this video!
Hey everyone! I’m Alex, and welcome back to our  channel! Today’s video will not reinvent the  
wheel of social media marketing — to be fair,  these tactics have been around for a while.  
But that’s one thing. Using them  effectively to gauge your online  
presence is a completely different story,  and this is exactly what we will focus on.
First up, let's talk about engagement. Engagement rate 
This metric measures how your audience interacts  with your content. It includes likes, comments,  
shares, and saves. At baseline, your  engagement rate shows how well your  
content resonates with your audience.  And that’s when it becomes a bit tricky.
Don’t hold out hope that every follower will  see your post — no matter how hard you try,  
there will always be inactive followers,  shadow bans, and unsubscribes. The more  
followers you have, the more challenging  it is to achieve your benchmarks.
To put you in the picture, TikTok’s  average engagement rate is 4.25%,  
Instagram’s is 0.60%, and Facebook’s  is 0.15%. Almost all of these numbers  
have been decreasing over the years  and will probably continue to do so.
TikTok’s average engagement rate is 4.25%. Instagram’s average engagement rate is 0.60%. 
Facebook’s average engagement rate is 0.15%.
To calculate your average engagement rate,  divide your total engagement by your total  
number of followers. Then, multiply this  number by 100. Your total engagement is  
the number of likes, comments, shares, and  other interactions for a given period of time.
Total engagement / Total  followers x 100 = Engagement rate
Depending on your social media platform,  
you might get different results. Compare them  with the benchmarks I have talked about earlier.
Next, we have impressions and reach. Impressions and reach 
Impressions are the number of  times your content is displayed,  
while reach refers to the unique  number of people who see your content.
These metrics give you an idea of how far  your message is spreading. So if you're  
trying to reach a larger audience, focus on  increasing your impressions and expanding  
your reach. Create eye-catching visuals and  optimize your content for maximum exposure.
There is no formula for these two,  really. You can usually monitor  
these metrics using built-in social media  analytics tools like Instagram Insights.
Now, let's talk about your audience growth rate. Audience growth rate 
This metric tells you how fast your social  media following is growing. Keep an eye on  
your follower count over time and calculate the  growth rate by comparing it to previous periods.
A healthy growth rate shows that your content is  attracting new people to your brand. Remember,  
it's not just about the number of followers but  
also about attracting the right audience  who genuinely connect with your brand.
To calculate your audience growth  rate, count your new followers  
over a certain period of time and divide  this number by your total audience. Then,  
multiply it by 100 — you will  get your audience growth rate.
New followers / Total followers  x 100 = Audience growth rate
Audience growth rate benchmarks  vary from platform to platform and  
from industry to industry. An average  benchmark here would be from 1% to 5%.
Moving on, you might also want  to track your amplification rate. 
Amplification rate This metric measures how far your content is  
being shared beyond your immediate following. It's  an indicator of how much your audience believes in  
your brand and finds your content valuable enough  to share with others. If we strip it down to bare  
essentials, your amplification rate is a ratio of  social shares to the total number of followers.
To calculate your post’s amplification rate,  
divide its total number of shares by your total  number of followers. Then, multiply this by 100.
Total shares / Total followers  x 100 = Amplification rate
To increase your amplification rate, create  shareable content that is informative,  
entertaining, or emotionally engaging. You  want your audience to be your brand advocates!
Last but not least, let's talk about  
the virality rate. Virality rate 
This metric measures how likely your content is  to go viral. Viral content can bring tremendous  
exposure and boost brand awareness. While not  every post can go viral, you can improve your  
chances by creating unique and attention-grabbing  content that resonates with your audience.
To calculate your virality rate, divide a post’s  
number of shares by its impressions.  Then, multiply this number by 100.
Shares / Impressions x 100 = Virality rate
So, now you know how to measure the most crucial  social media metrics. The best part is that you  
can also boost them without implementing tons  of tools. How, you ask? /How to Use Chatbots  
to Boost Your Social Media/ One word: chatbots. With chatbots, you can not only automate your  
social media interactions but  prop up your online presence.
You can try SendPulse’s no-code builder  to create your own chatbot for Facebook  
Messenger, Instagram, WhatsApp, and Telegram.  Leverage user input elements, quick replies,  
flow start triggers, buttons, and AI to generate  more leads and increase your account activity. Our  
free pricing plan allows you to create 3 chatbots  with no credit card required, so give it a shot!
That's all for today's video, folks!  If you found this information helpful,  
be sure to give us a thumbs up and subscribe  to our channel for more exciting content. And  
as always, if you have any questions  or want to share your own experiences,  
leave a comment down below.  We love hearing from you!
Thanks for watching, and we'll see you in  the next video. Happy tracking, everyone!