Learn about the 5 social media metrics you should be tracking to gauge your online presence. Discover how to measure engagement rate, impressions and reach, audience growth rate, amplification rate, and virality rate. Understand the importance of these metrics in evaluating the effectiveness of your social media campaigns.
The video discusses the latest marketing trends and strategies for 2022. It covers topics such as social media advertising, influencer marketing, and the importance of video content in marketing.
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!
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