5 Tips to Improve Social Media Marketing Engagement Metrics (2023)

Understanding and Improving Social media marketing engagement metrics is essential for making this channel an effective source of revenue, find out how.

5 Tips to Improve Social Media Marketing Engagement Metrics (1)

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Whenever you run a social media campaign, you will want to know how effective it has been in eliciting the response you want. Social media marketing engagement metrics refers to data that lets you determine how successful your campaign has been.

Social media platforms provide a powerful channel through which to interact with online users. They have become an essential part of marketing efforts but require a means by which to gauge their performance.

Metrics allow you to figure out how the content you put out has been received. You get to learn different kinds of information such as how much brand awareness has been built and even how many conversions a post has generated. As you get to grips with the different kinds of data created, you can then discover how to better modify your campaign for an even better response.

5 Tips to Improve Social Media Marketing Engagement Metrics (2)

Sourced from Pixabay

Some of the most popularly used engagement metrics used on top social media platforms include:

  • Likes – Found on platforms like Facebook, YouTube, and Instagram, this reaction allows users to show their appreciation of the content.
  • Comments – These are worded replies that demonstrate even greater engagement than reactions as users have to take time to express themselves. The more comments a post elicits, the greater engagement is indicated and the more visibility it will be given on the platform.
  • Shares and Retweets – This engagement is when an online user opts to repost the content on their own feed so their followers also get to view the content.
  • Click-Through Rate (CTR) – This applies to ad content when online users choose to click through it to learn more. It indicates stronger engagement as the online user willingly goes further down the sales funnel.

Different platforms will provide different combinations of engagement metrics in their reports. You can then use these reports to analyze the performance of your social campaigns and work to better refine and optimize future content.

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On the other hand, it’s also important to know that improved social media marketing engagement may be hard to achieve if your social media accounts aren’t verified. With the increasing cases of cyberattacks online, social media channels have provided a verification process to ensure the identity of individuals and brands. This means that you may not be viewed as credible in the industry you’re operating if your brand isn’t verified, which may affect your engagement metrics.

To avoid this problem, get verified on social media platforms by following some tips from reliable resource websites. Remember, when your brand is verified on social media, you’ll stand out from the competition, allowing you to enhance your engagement metrics with your target audience using some approaches.

So what approaches can you use to boost these metrics and therefore the performance of your campaigns? Here are some top tips that have worked for other organizations.

1. Know Your Audience

Before you run a campaign, it makes sense to understand just what audience you are targeting. This will make it easier to formulate content that will appeal to them. Different people will have different responses to the same content. You need to develop content that will have the broadest appeal to your target audience.

After a spate of injuries reported involving children climbing on dressers, IKEA developed the Safer Homes campaign focused on educating parents on furniture safety. This even went on to spawn an app and website that complement multiple content posts on different platforms including YouTube and Facebook.

The content developed was brief yet educational, providing busy parents with helpful information they could easily understand and act on. They were made aware of potential dangers in an easy format and with illustrations of how they could easily secure their furniture to avoid possibly devastating accidents at home.

Indeed, it’s important to know your social media audience to improve your engagement metrics. You can find your target audience and get to know them better by considering the following:

  • Creating buyer personas by looking at the demographic details and knowing where they’re most active
  • Checking your competitors by looking at the people who are engaging with them on social media

With these, you can get familiar with your target audience, which is crucial in creating effective social media marketing campaigns and boosting customer engagement.

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2. Keep It Topical

A great way to encourage more engagement with online users is to focus your content on topical issues of the day. Subjects that are right now at the forefront of most people’s minds and will encourage them to want to delve deeper. From likes to shares, people will naturally be more interested in subjects that are trending as it allows them to add their voice to the conversation.

Covid has been a big part of online conversations these past 2 years and with new variants emerging, it remains a hot-button issue. Various brands have made Covid-related subject matter a part of their marketing campaigns to help encourage people through the pandemic and ensure they know that their businesses are still able to cater to them.

Bumble is a dating platform that has encouraged continued interactions between partners through their “Get Close, From Afar” campaign that takes social distancing recommendations to heart. The platform has been facilitating and promoting the idea of virtual interactions to keep the spark alive and in anticipation of eventually getting to meet up in person.

Bumble – Get close, from afar from Exell Film on Vimeo.

These kinds of campaigns tap into the topical subject of the pandemic that is far from over and is very much a part of everyday life for people.

Thus, to create topical content, it’s essential to stay on top of all industry publications and provide a detailed analysis of the topical situation through your views and thoughts on the matter. Moreover, when creating topical content, ensure you offer a solution to the industry problem. All these things will not only make your social media content engaging but also credible in the eyes of your target audience.

3. Be Less Commercial

Audiences have long grown weary of highly commercial ads that feature paid models and professional photography. There is a stronger desire for content that is steeped in realism, with user-generated content has become a huge draw.

Many people have greater faith in their fellow consumers’ opinions of a product or service than what is displayed in a commercial advert. They are more likely to engage with the content, trust it, and convert as a result. User-generated video content can be especially informative and believable as it provides more insight than just a simple image or testimonial.

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Airbnb encourages contributions of user-generated content from both hosts and guests so that those considering a destination get to enjoy a peek behind the curtain of what awaits them. Their Instagram page is full of posts that feature images and commentary on different types of accommodations from various destinations.

Not only has this approach aided Airbnb in being able to source ample marketing material at virtually no cost, but it also encourages more engagement that promotes the brand’s visibility and encourages greater bookings for featured destinations.

4. Respond Fast

This is particularly important where the social media platform permits comments from users. Much of the time you may not need to give a reply, but in some situations, it is good for the brand image to respond courteously and informatively, but also quickly.

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Timely responses can spur an interesting conversation that may go viral, or just make other commenters feel encouraged to also engage further, helping to boost metrics. This is especially true of negative comments. The best brands know that by addressing negative commentary quickly, warmly and helpfully they can alter people’s impressions more favorably.

The airline industry is tough with problems like delays and cancellations being a commonplace occurrence. It takes hard work to manage people’s expectations and even harder effort to soothe them when you disappoint them.

JetBlue has one of the quickest response times to social media comments of any business, averaging about 13 minutes on Twitter. They understand that quick and clear communication is expected and make an effort to ensure they deliver this, even when the news is not good. They remain gracious even in the face of provoking comments, knowing that travel can be a stressful experience.

5 Tips to Improve Social Media Marketing Engagement Metrics (3)

Their exemplary customer support and quick responses have helped build them an enviable following on social media. It has also encouraged those with positive experiences to more frequently share about them, helping to build a positive image of the brand as engagement grows.

5. Tap Into Emotions

People are not typically interested in reading or watching content that blatantly plugs products. This can make it difficult for brands whose goal is to boost conversion and sales. It can however help to take a more circuitous route by tapping into online users’ emotions. Eliciting an emotional response can help make them more interested in the content.

Pampers is a product that is known the world over for catering to the sanitary needs of babies and toddlers. The products actual uses are not however a subject that would be pleasing to anyone, not even the parents who have to clean up the messes. This is why they do not focus their campaigns on diaper changes, but rather on the fun and emotional aspects of being a parent.

5 Tips to Improve Social Media Marketing Engagement Metrics (4)5 Tips to Improve Social Media Marketing Engagement Metrics (5)

The bond between parent and child is a common theme in their social media content. By tugging at the heartstrings of online users, they make their brand more memorable and likely to be chosen when shopping because of how their marketing makes people feel good. So they manage to promote engagement and conversions, without directly making it about the diapers they sell.

(Video) Customer Engagement Tips for 2023

When you understand social media marketing engagement metrics, you can not only measure engagement across your social media profiles — you can improve them. Not all content resonates, but these 5 examples and tips will help you understand how to create content that does.

FAQs

What are the top 5 metrics for social media ROI? ›

5 Social Media Metrics to Track
  • Reach: the number of people who see your content. ...
  • Impressions: the number of times your content is displayed. ...
  • Engagement: the number of shares, likes, clicks & comments on your content. ...
  • Engagement Rate: the rate at which your audience interacts with your content.
11 Mar 2020

What are the best metrics for measuring social media? ›

The most common and often important metrics to pay attention to are engagement, impressions and reach, share of voice, referrals and conversions and response rate and time. These combined will give you a 360º view of your social media performance.

Which is the most important metric for you to measure the success of your social media efforts Why? ›

Engagement is, by far, the most important social metric of all. This measures how people are interacting with your brand and content across all social networks. Engagement measures the actions taken on your posts, tweets, and stories. For example, on Facebook, engagement is measured by comments, likes, and shares.

What are metrics in social media marketing? ›

Social media metrics is the use of data to gauge the impact of social media activity on a company's revenue. Marketers often use social media monitoring software to observe activity on social platforms and gather information about how a brand, product or company-related topic is being perceived.

Why are social media metrics important? ›

These metrics will give you insight into customers, how to track ROI, improve your brand presence online, and walk away with happier customers. Social Media Metrics are imperative to social strategy. They give you an inside look at how your channels are performing and how you are perceived by your target audience.

What are the top 3 social media marketing metrics to track in 2022? ›

Social media scheduling tool

Track the total number of followers. Discover different engagement metrics, including Facebook engagement metrics. Measure the click-through rate of your social posts. Track social traffic.

What are other five 5 examples of metrics KPI's? ›

Below are the 15 key management KPI examples:
  • Customer Acquisition Cost. Customer Lifetime Value. Customer Satisfaction Score. Sales Target % (Actual/Forecast) ...
  • Revenue per FTE. Revenue per Customer. Operating Margin. Gross Margin. ...
  • ROA (Return on Assets) Current Ratio (Assets/Liabilities) Debt to Equity Ratio. Working Capital.

What are the 5 steps to creating a social media strategy? ›

The 5-Step Social Media Marketing Plan
  1. Step 1: Audit your previous social media performance. ...
  2. Step 2: Define your social media marketing goals for 2021. ...
  3. Step 3: Create audience personas. ...
  4. Step 4: Identify distribution channels and key times to post. ...
  5. Step 5: Check out your competitors.
9 Mar 2022

What are the five marketing metrics? ›

Are you watchful of these 5-marketing metrics as a marketer?
  • Total number of conversions. The conversions are the visitors that convert into records for your marketing database and let you focus on what truly matters. ...
  • Reach & Engagement levels. ...
  • Conversion rate by channel. ...
  • Cost per sale/acquisition. ...
  • Return on investment.

What are the three types of social metrics? ›

The 3 Types of Social Metrics and What They Mean for You
  • Business Metrics. Business metrics are the overarching goals for social media that align with your brand's business objectives. ...
  • Performance Metrics. ...
  • Optimization Metrics.
4 Dec 2016

Which of these metrics measure engagement? ›

Google Analytics can be used to measure most user engagement metrics. Apart from showing how many people are on your website over a particular period of time, Pageview analysis will also help you see if any changes that you made to your website is performing well.

What is social media engagement strategy? ›

A social media engagement strategy is the plan that connects social media tactics to goals on social networks. The approach summarizes what you plan to do and how you expect to achieve it. The more detailed and specific your strategy is, the more effective it will be.

What are some general tips for social media success? ›

5 Tips to Successful Social Media Marketing
  • Create a Strategy. Each platform needs its strategy. ...
  • Be Consistent. While posting consistency depends on the platform, posting content regularly is always a good rule of thumb to follow. ...
  • Create Engaging & Interesting Content. ...
  • Engagement. ...
  • Track and Analyze Metrics.
1 Mar 2022

How would you measure its social media marketing success? ›

Monitor such information as: traffic volume metrics, such as the number of visits, page views and fans. engagement metrics, such as the number of comments, liked posts or favourited/shared tweets versus your page's total number of fans. competitive position (compare your engagement metrics to your competition's)

What is a good social media engagement rate? ›

Most social media marketing experts agree that a good engagement rate is between 1% to 5%. The more followers you have, the harder it is to achieve. Hootsuite's own social media team reported an average Instagram engagement rate of 4.59% in 2022 with 177k followers.

What are the 4 key metrics? ›

What you need to know about the Accelerate 4 key metrics
  • The four key metrics are used in different types of organizations. ...
  • Accelerate metrics focus on the global outcome, as opposed to massive output. ...
  • Deployment Frequency (DF) ...
  • Lead Time to Changes (LTTC) ...
  • Mean Time to Recovery (MTTR) ...
  • Change Failure Rate (CFR)
21 Mar 2022

What are the 7 metrics? ›

The AHA's website at heart.org has a wealth of information to help you and your employees improve Life's Simple 7 metrics.
  • Stop Smoking. Cigarette smokers have a higher risk of developing cardiovascular disease. ...
  • Eat Better. ...
  • Get Active. ...
  • Lose Weight. ...
  • Manage Blood Pressure. ...
  • Control Cholesterol.

What are examples of metrics? ›

Examples of Metrics

Key financial statement metrics include sales, earnings before interest and tax (EBIT), net income, earnings per share, margins, efficiency ratios, liquidity ratios, leverage ratios, and rates of return. Each of these metrics provides a different insight into the operational efficiency of a company.

What is the most important metric in marketing? ›

Return on Investment (ROI)

Return on investment is one of the most important metrics to track in order to know if your marketing strategies performed well or not.

What are key metrics example? ›

Here are a few examples of key marketing metrics: Lead Conversion Rate - the percentage of website visitors who are captured as leads. Average Time on Page - average amount of time a user spends on a single website page.

What are the most important metrics to follow? ›

What are your Most Important Metrics?
  • Gross Revenue.
  • Net Revenue.
  • Profit Margin.
  • Conversion Rate.
  • Leads Generated.
  • Customer Retention Rate.
  • Website Traffic.
  • Cost-Per-Conversion.

What are the benefits of using metrics? ›

The benefits of having the right Metrics (Key Performance...
  • Metrics drive your operating model (“Business as Usual”). ...
  • Metrics clarify performance expectations. ...
  • Metrics help you to manage more objectively. ...
  • Metrics drive business execution. ...
  • Metrics focus people's attention on what is important.
26 Jun 2015

What is the major purpose of metrics? ›

Metrics are numbers that tell you important information about a process under question. They tell you accurate measurements about how the process is functioning and provide base for you to suggest improvements.

How can I improve my social media marketing strategy for 2022? ›

Social media marketing — build a strategy for 2022 and beyond
  1. Set strategic goals and establish metrics.
  2. Identify and research your target audience.
  3. Choose the right social media channels.
  4. Create content that is targeted, compelling, and engaging.
  5. Set up a social media calendar.
  6. Don't forget to check on your competitors.
5 Aug 2022

What type of metric is becoming more important in 2022 social media? ›

Follower growth rate (FGR)

What are the 5 most important metrics for performance of the product? ›

Key Product KPIs
  • Monthly recurring revenue (MRR)
  • Customer Lifetime Value (CLTV or LTV)
  • Customer Acquisition Cost (CAC)
  • Daily Active User/Monthly Active User ratio.
  • Session duration.
  • Traffic (paid/organic)
  • Bounce rate.
  • Retention rate.
22 Feb 2019

What are 5 performance measures? ›

There are five specific types of measures that have been identified, defined and will be applied throughout Iowa state government: input, output, efficiency, quality and outcome.

What are the 5 elements of media strategy? ›

The 5 Elements of an Effective Social Media Strategy
  • Audience Awareness. ...
  • Ideal Platform Selection. ...
  • Data-Driven Risk-Taking. ...
  • Constant Learning and Adaptation. ...
  • Integrate within Digital Strategy. ...
  • Conclusion.
18 Mar 2019

What are the five 5 ways in creating a marketing strategy? ›

5 Steps to Building a Marketing Strategy Template for Successful Small Businesses
  • Define Your Goals. ...
  • Understanding Your Strengths and Weaknesses. ...
  • Identify Your Target Market. ...
  • Market Research. ...
  • Your Unique Selling Proposition.

What are the 5 6 most important elements of your company's strategy? ›

Skipping these important steps can leave your organization without direction. Read ahead to learn more about the six vital elements of strategic planning: vision, mission, objectives, strategy, approach, and tactics.

What is a 5 point marketing plan? ›

The 5 P's of Marketing – Product, Price, Promotion, Place, and People – are key marketing elements used to position a business strategically.

What is a marketing metric example? ›

Examples of such company metrics include Marketing Originated Customer Percentage, Customer Acquisition Cost recovery time, Return on Marketing Investment (ROMI), etc.

What are the three most common marketing metrics? ›

In this guide, we'll show you the top three most important marketing metrics you should be tracking for each channel (and how to do so).
...
Social media metrics
  1. Growth. Growth is a metric that shows the difference in follower count over a given period. ...
  2. Engagement rate. ...
  3. Conversion rate.

What are top engagement metrics? ›

Pageviews, sessions, and users are the most common metrics used to indicate traffic on your website. Pageviews are the most basic of all user engagement metrics, measuring an instance of a user visiting a particular page on your website.

What are engagement metrics in marketing? ›

Examples of engagement metrics are, for example, the pages viewed by users, the time they remain on a website, the comments on a post, or the number of subscribers, in the case of websites or blogs. In the case of Twitter, engagement metrics are deemed to be the number of replies, retweets, quotes, and favourites.

How can you measure successful engagement? ›

How to measure engagement
  1. Determine engagement outcomes. ...
  2. Identify what's important to your employees. ...
  3. Perform a drivers analysis. ...
  4. Develop a continuous listening strategy. ...
  5. Don't exclusively use pulse surveys. ...
  6. Don't survey a sample population. ...
  7. Don't focus only on the quantitative results.
21 Jan 2020

What are the 5 drivers of social media engagement? ›

This article has focused on five drivers of social media engagement: connected effect, network effect, information effect, dynamic effect, and timeliness effect.

What is the best strategy to increase social media engagement? ›

11 Ways to Increase Social Media Engagement
  • Grow Your Following. ...
  • Be Authentic. ...
  • Practice Proactive Engagement. ...
  • Respond to Followers. ...
  • Share Engaging Content. ...
  • Craft Effective Posts. ...
  • Use Hashtags Strategically. ...
  • Incorporate Visual Assets.

What is social media engagement KPI? ›

Social media engagement KPIs

KPIs for social media engagement measure the quality of the interactions with your social followers. They show you whether your audience is connecting with what you have to say and willing to interact with your brand.

How do you measure the effectiveness of a social media campaign? ›

How to measure your social media campaigns - 5 essential steps
  1. Set your social media goals.
  2. Choose the right social media measurement tools for you.
  3. Determine what KPI's you'll measure. Follower's growth. Engagement metrics. Reach. ...
  4. Benchmarking: check how your campaigns stack up.
  5. Create social media performance reports.
21 Sept 2021

How do you evaluate the effectiveness of social media? ›

The way to make to assess your social media results is to look at your key performance indicators (KPIs). KPIs are factors that you can assign values to and measure. There are several KPIs that can be used to measure social media performance, though they may vary slightly depending on your goals.

What are the five steps to help gauge the effectiveness of a social media effort? ›

Five Steps to Measuring Your Social Media ROI
  • Identify your key performance indicators (KPIs). ...
  • Align your social media goals with your business objectives. ...
  • Set up Google Analytics to track conversions. ...
  • Assign values to your KPIs. ...
  • Benchmark against your competitors.
27 Apr 2016

What are the 4 KPIs for social media? ›

Everything else is really just a vanity metric. That being said, there are four main areas your social media KPIs should be focusing on: engagement, reach, leads, and customers.

What are the ways to measure a social media engagement? ›

16 Effective Tips for Measuring Social Media Engagement Using Only Google Analytics
  1. Start by setting S.M.A.R.T goals.
  2. Build a social media marketing dashboard.
  3. Use UTM parameters to track social media engagement.
  4. Set up proper channel grouping in Google Analytics.
  5. Analyze social post traffic.
22 Jun 2021

How do you use your metrics to inform your strategy? ›

How to Use Metrics to Improve Performance
  1. List what you're currently measuring. Close ratios? ...
  2. Find a single additional area that you can measure. Could you use better data from your website? ...
  3. Track and review your measurements. ...
  4. Involve your team. ...
  5. Repeat the process.

What are the 6 Five things to consider in evaluating media sources? ›

There are six (6) criteria that should be applied when evaluating any Web site: authority, accuracy, objectivity, currency, coverage, and appearance. For each criterion, there are several questions to be asked. The more questions you can answer "yes", the more likely the Web site is one of quality. What about the news?

What are the two ways to measure social media outcomes? ›

According to social media experts, measuring social media campaign success can be done in two ways:
  • Ongoing Analytics – tracking social media activity over time.
  • Campaign-Focused Metrics – monitoring with a clear beginning and end, with a focus on a particular social media campaign.

What are the 5 tips to help grow a business's social media following? ›

Here are a couple of key tips for burgeoning businesses looking to build their presence across all online options.
...
5 Social Media Tips to Grow Your New Business
  • Know your platforms. ...
  • Keep posts brand-focused. ...
  • Create relationships. ...
  • Organic growth is always important. ...
  • Create original content.
27 Aug 2022

What are the 7 key performance indicators? ›

We've defined seven key critical performance indicators to help you go about measuring performance in your team.
  • Engagement. How happy and engaged is the employee? ...
  • Energy. ...
  • Influence. ...
  • Quality. ...
  • People skills. ...
  • Technical ability. ...
  • Results.
30 Jan 2014

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