• Skip to main content
  • Skip to primary sidebar
  • Login

Crystal Media

Marketing Clarity

  • EVOLVE 2023
  • Free Training
  • Blog
  • Products
    • Ads Management
    • Get Listed
    • Insider Membership
    • Social Media Planner
    • EVOLVE 2023
  • Speaking
  • Podcast
    • Crystal Uncorked
    • Rooted in Retail
  • About
    • About Us
    • Meet the Team
    • Case Studies
    • Testimonials
    • Let’s Connect
  • Work With Us!

Feb 28 2022

The (Important) Social Media Metrics To Track in 2022

Figuring out which performance metrics to track for your content has become increasingly confusing. Many social media metrics are helpful for growing a community. Conversely, there are a lot of rumors about which ones define your post’s success (such as the number of Likes). 

Retailers should have two main pillars of focus when it comes to creating content and tracking its success:

  • The content types that help you grow your community.
  • The content types that lead to sales.

Keep in mind that each social media platform is fighting for attention. Each platform (whether Facebook, Instagram, or TikTok) wants their users to stay on their app longer—and they’re willing to reward content that helps them reach their goal.

social media metrics guide for retailers

Hence, focus on how your content can help your favorite social media platforms extend their users’ visits to the app. Are your posts engaging, entertaining, or educational? Are they keeping the user from scrolling to the next piece of content or leaving the app altogether?

Let’s find out! 

These are the social media metrics you should be tracking on Facebook:

Audience Retention (found in Video Metrics in the Creator Studio). This provides a good look at the average time viewers are watching your videos, and when the average viewer is dropping off. From this metric, you can determine the best video length for your future videos. In addition, you can get into the nitty-gritty to see the most common times viewers are dropping off—allowing you to do things differently the next time you press “record”.


Total Followers (found in Audience Insights in the Creator Studio). Get an overview of how your page grows each month. Notice a bump from last month? Tailor your social media strategy going forward based on those findings. This metric also allows you to see the age and gender of your followers, which helps with creating ad audiences.

Plus, in Total Followers, you can find when your Facebook followers are most active. This is an important metric because it gives you insight on when to post on the platform to maximize the amount of views you get. Ideally, post about 1-2 hours before your most engaged hour.

These are the social media metrics you should be tracking on Instagram:

Most Active Times (found under Total Followers in Insights). Almost identical to Facebook’s Total Followers, this metric allows you to see when your audience is most active. Use this tool to determine when your best time is to post on this highly saturated app. Don’t worry about the “sweet spots” you hear about for the best posting times. This is an ever-changing and completely unique metric. Your audience is specific to a location, active online hours, and work schedules of your PCGs, so there’s no “one size fits all” approach to posting. 

Reach (found in Content You Shared Insights). Reach identifies how many unique accounts have seen your post, thus helping you track brand awareness.

Post Insights (found directly under a post). This includes metrics like Likes, Comments, Saves and Shares. While Likes and Comments always feel good, it’s Saves and Shares that offer more insight to retailers. Both Saves and Shares are ways of telling Instagram that you, or another account, will be looking at this content again soon. A viewer has enjoyed it enough that they want to circle back or share it with a friend, helping Instagram keep eyes on their platform for longer!

Check out this post that received no Comments, but several Saves and Shares!

These are the social media metrics you should be tracking on TikTok:

Views. Perhaps the most important metric to keep an eye on in TikTok. Views help you measure how many accounts your video has come across—from your followers as well as the powerful algorithm on TkTok, the “For You” page.

Comments. Comments help you find your engaged community. Monitor the Comments often to figure out which content you should create more of. (PS You can reply to a Comment with a TikTok video, creating a whole short-form video from a viewer’s Comment)!

For future content creation, check “Average Watch Time” and “Watched Full Video” metrics to see how many seconds people are watching your videos. From these metrics, you can determine the perfect length of time your videos should be. TikTok suggests videos under 15 seconds long, but it’s good to test different lengths for your audience!

What I Want You To Take Away From This Blog:

  • Social media metrics help you track what’s working so you know how to plan more effectively for future content. 
  • You can see where your time is most valuable with metrics.
  • Reach your SMART goals faster by tracking your metrics.

Okay, over to you…

Had a post that has far out-performed the others? Share what was different about it. We’d love to know!

Comments

comments

Written by Steph Bechard · Categorized: Facebook Ads, TikTok · Tagged: Goal setting for retailers, Retailer's tools for future contest, Social media metrics guide for retailers

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

Whatcha lookin’ for?

Whatcha Lookin’ For?

  • Privacy Policy
  • Terms
  • About
  • Contact Us
  • Support
  • Login

Follow Crystal Media on FacebookFollow Crystal Media on TwitterFollow Crystal Media on LinkedInFollow Crystal Media on InstagramFollow Crystal Media on PinterestFollow Crystal Media on YouTube

Copyright © 2023 Crystal Media | Website by Wickam Group

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT