Tips for analysing social media performance metrics
Let’s face it—social media can feel like a bit of a mystery. You’re posting consistently, showing off your products, and maybe even sharing a dancing Reel or two, but how do you know if it’s actually working for your business apart from looking at the sales figures? That’s where social media metrics come in.
Forget the jargon—this guide is here to show you how to track, analyse, and act on your social media data to grow your brand like a pro.
Why Metrics Matter
Metrics aren’t just random numbers on a dashboard—they’re the roadmap to better content and a stronger connection with your audience. They tell you what’s working (and what’s not) so you can focus your time and energy on strategies that deliver results.
But not all metrics are created equal. Let’s focus on the key ones that matter most to small businesses like yours. There are a total of 4.
Why Metrics Matter
1. Reach & Impressions
These two metrics answer the question: How many people are seeing your content?
Reach: The number of unique people who saw your post.
Impressions: The total number of times your post was displayed (even if seen multiple times by the same person).
Why They Matter: A high reach shows that your content is finding new audiences, while impressions reveal how often people are revisiting it.
Pro Tip: Want to boost your reach? Share emotionally resonant content like behind-the-scenes footage, customer stories, or fun facts about your brand.
2. Engagement Rate
This metric answers: Are people interacting with your content?
Engagement includes likes, comments, shares, and saves. It’s one thing to have followers, but if they’re not engaging, your posts might not be hitting the mark.
Formula: Engagement Rate = (Total Engagements ÷ Total Followers) x 100
Why It Matters: High engagement shows that your content is resonating and that you’ve built an active, loyal audience.
Pro Tip: Low engagement? Try interactive content like polls, quizzes, or Q&A sessions to encourage participation.
3. Click-Through Rate (CTR)
This metric answers: Are people clicking on your links?
CTR measures the percentage of people who clicked on a link in your post or bio out of those who saw it.
Why It Matters: CTR is a clear sign that your content is driving action—whether it’s a website visit, a product purchase, or a sign-up.
Pro Tip: Use strong, actionable CTAs like “Learn More,” “Shop Now,” or “Download the Guide” to inspire clicks.
4. Follower Growth
This one’s simple: Is your audience growing over time?
While follower count isn’t the be-all and end-all, steady growth signals that your content is reaching the right people and that your brand is gaining traction.
Why It Matters: Growing followers means expanding your reach and potential customer base.
Pro Tip: Collaborate with other brands or influencers to introduce your business to new audiences and keep that growth curve going up!
How to Use This Information
Tracking metrics is only step one. The real magic happens when you act on the data.
Low Reach? Experiment with trending formats like Reels or carousel posts.
Low Engagement? Focus on storytelling and interactive content to build relationships.
Low CTR? Revisit your CTAs and make your links irresistible.
Remember, social media isn’t just about showing up—it’s about showing up smart.
Showcase testimonials and success stories from customers who have benefited from your product or service. Sharing real-life examples adds social proof and encourages others to try out what you offer. Make these posts more engaging by including quotes, customer photos, or short videos. These are also great posts to re-use as paid ads.
Get Ready to Unlock Your Potential
At Social Side Up, we believe small businesses have big stories to tell. With the right strategy (and a little help understanding the numbers), you can connect with your audience and build a brand that lasts.
Chat with us or send us an email at hello@socialsideup.co to get personalised advice on implementing these strategies and find out how we can help your business grow through good strategy and content design.
