The benefits of social media statistics allow businesses to utilise data and information about the current performance of their social media strategy and identify areas of improvement to increase reach.
Social media statistics give you insight into factors such as your reach online, the engagement rate, and what type of content your target audience enjoys the most.
Benefits of Social Media Statistics
In this article, we’ll take you through some of the main benefits of social media statistics and how you can use these to improve your digital marketing strategy. The main benefits of social media statistics include:
- Identify your target audience.
- Improve the performance of your content.
- Identifying how you’re currently reaching audiences.
- Analysing competitors.
So, let’s take a look at what these benefits mean and how you can utilise social media statistics to improve your online presence.
Benefits of Social Media Statistics: Identify Your Target Audience
Social media statistics allow businesses to identify the demographic of their audience, including their age, gender, and where they are currently located. This information gives you insight into who you are currently targeting and if there are any new audiences that may also enjoy your content.
So, how can you use this information? Let’s say for example that you are a beauty salon owner and want to attract 18-24-year-olds during the graduation and end of school season to increase hair and makeup bookings.
You create social media content to give inspiration for different styles and promotions. However, you discover from your social media statistics that the majority of your audience is 25-34 years old.
In this scenario, you may consider taking the following steps to ensure that you are attracting the correct audience:
- Outline clearly in your hook who your content is for (E.g. The perfect makeup for graduates).
- Ensure that you are utilising relevant keywords that your audience would be searching for (E.g. ‘graduation makeup’, ‘makeup for graduation day’, ‘hairstyle for formal’).
- Utilise relevant hashtags related to your content, including location-based hashtags (E.g. #belfastsalon, #makeupinbelfast, #graduationinspiration).
- Include a clear call to action to encourage your target audience to interact with your business (E.g. ‘Book your appointment today by clicking the link in our bio!’).
By taking the steps above, you can then check your social media statistics to determine if your clear strategy attracted your desired audience.
Identifying New Audiences
Although your social media statistics may indicate that you’re not attracting the correct target audience, you could also utilise the benefits of social media statistics to redirect your attention towards new audiences.
In this example where the majority of the reached audience was 25 to 34-year-olds, perhaps you could view this as an opportunity to identify how you could provide content that will increase this reach further. For instance, perhaps this beauty salon owner could consider advertising their hair and makeup services for weddings or events which may increase this reach further.
Ultimately, the nature of your business and your target audience may determine whether reaching new audiences could increase new customers. So, this benefit of social media statistics is definitely one to monitor!
Benefits of Social Media Statistics: Improve The Performance of Your Content
To improve the performance of your social media content, ask yourself the following questions when checking the following statistics:
- What type of content generated the most likes?
- What type of content generated the most comments?
- What type of content generated the most shares?
- What type of content generated the most saves?
So, why are these statistics important to improve your strategy? Engagement statistics are fantastic tools to understand what your audience enjoyed viewing the most and how they currently interact with your business page.
If your content was focused on education, entertainment, or brand awareness, ensure to recreate more content like this if it generates the most engagement. This is one of the most important benefits of social media statistics as social media algorithms, such as Instagram and Facebook, utilise engagement rates to determine how it will promote your content. So, as your engagement rate increases, your reach will also increase!
Benefits of Social Media Statistics: Identifying How You’re Currently Reaching Audiences
When utilising social media statistics, this is the perfect opportunity to review the format of your content and how it’s currently reaching audiences. For example, when you access your social media insights, you can identify how your content is performing based on the following types of content:
- Grid posts
This is a great way to utilise your social media statistics as this data provides insight into what type of content is reaching your target audience most effectively. When analysing this data, consider producing more video content as it has proven to engage audiences more effectively than images!
Benefits of Social Media Statistics: Analysing Competitors
Aside from the social media statistics for your own account, one of the most amazing benefits of social media statistics is analysing the performance of your competitors.
For example, imagine you’re a personal trainer struggling to increase bookings with clients and produce content that your target audience will engage with. You could go to the search engine of a social media platform, such as Instagram or TikTok, and search for keywords related to your business to identify competitors.
In this instance, a personal trainer may search for keywords such as ‘personal training’, ‘personal trainer’, and ‘weight lifting’. Once competitor pages have been discovered, ask yourself the following questions:
- What reels or videos generated the most views?
- What are users commenting on their posts?
- Is their content mainly for entertaining, educational, or brand awareness purposes?
Asking these questions will help you identify what social media users are currently enjoying and engaging with. Analysing competitors is also one of the best benefits of social media statistics as this presents the opportunity to identify gaps that exist within their content. In this way, analysing competitors may help you generate content ideas and add a personal touch to your content.