If you run a brand page, and you haven’t been paying much attention to your analytics, chances are the reason is because they can be intimidating and overwhelming. Reading Facebook’s Insights, page after page after page, can make your eyes cross and your brain reach the point of overload.
Don’t let overload turn you away and prevent you from knowing your audience and what people who comprise your audience want from you.
Here are a few things your analytics can tell you:
- Time of the Day: You need to know what time of the day is best to post. The analytics will help you better understand your audience tendencies. When does your audience want content to be delivered? You may be delivering content during the day. But, if your audience is at work, is that the best time? Maybe your work audience wants content during lunch hour – between 11 a.m. and 1:30 p.m. Maybe your audience wants content late at night – after they’ve had dinner, but before they go to bed.
- Your Favorite Post, Not Your Audience’s Favorite Post: I think of many times I thought I had a post that had gold written all over it. But, I sometimes came face to face with a little problem: The audience didn’t go for it. If you do not check your analytics, you could be losing your audience without even knowing it. You may, for example, love your “Throwback Thursday” posts, but maybe your audience finds them to be corny, annoying. Each audience is different. Analytics, over time, can provide you valuable information that will better inform future content decisions.
- Successful Post Types: Many times, I see people post a lot of content, but it has no medium diversity. Learning your audience tells you what types of content your audience is going for. Maybe your audience prefers to see videos, but you do not know because you haven’t checked your analytics. It could be the opposite, you are running too many videos and your audience is exhausted. Perhaps your posts that lack photos or any other imagery are flopping – getting lost in a long stream of posts in the feed of your audience. If you study analytics, carefully, you will better understand what types of posts make your audience want to be social.
- Competitors: Many times, you can set up your analytics, or Facebook Insights, to tell you more about what your competitors are doing, and what they’re doing well. Don’t be afraid to study your competitors to learn from them – good and bad.
These are a few examples of how analytics and Facebook Insights can help you better understand your audience, measure yourself against competitors and shape your content in a way that helps your brand showcase content that is desired by targeted audiences.
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