When it comes to measuring the effectiveness of campaigns on social media platforms, many people will immediately think of the number of comments, likes, and shares as the top three metrics. While these are good metrics for indicating campaign performance, it must be acknowledged that measuring effectiveness involves more than just these three things.
To ensure that the results of campaigns on social media platforms are maximized, measuring results with various metrics is important. Therefore, in this article, we will introduce 5 KPIs that should be tracked on social media platforms to understand what aspects of the campaign need improvement. If you’re ready, let’s take a look.
1. Reach
Many who are just starting to run campaigns on social media platforms have probably heard of the term “Reach.” Reach or Post Reach is one of the indicators that shows how many unique users (accounts) have seen the post since its initial release. Reach is considered a basic indicator that all beginner marketers should be familiar with.
How to Increase Reach
It’s important to understand that Reach doesn’t mean everything about a campaign. Typically, Reach is important in terms of:
The methods for increasing Reach for Paid Social Campaigns, whether on Facebook Ads, Twitter Ads, Instagram Ads, and TikTok Ads, are as follows:
- Increase budget to expand the reach of the target audience
For methods to increase Reach organically, it may be more challenging than with Paid Ads. Here are some basic methods:
- Utilize your followers effectively, such as designing campaigns to encourage people to participate and share posts widely.
- Improve content to meet the needs of the target audience
2. Impressions
Impressions are similar to Reach, but they differ in that Impressions count the number of people who have seen the post, regardless of whether the accounts that saw it were duplicates. In other words, it includes everyone, even if one person sees the post multiple times. This is useful for seeing which types of content resonate best with the target audience.
How to Increase Impressions
Typically, an increase in Reach will correspond to an increase in Impressions. Therefore, techniques for increasing Impressions are the same as those for increasing Reach, such as:
- Improving content to better resonate with the target audience
- Designing campaigns that encourage sharing posts widely
3. Shares
It’s undeniable that one of the best indicators of campaign effectiveness on social media is the number of shares. Sharing occurs every time a user intentionally presses the share button to share your post with their followers.
How to Increase Shares
Many people may have seen various tips and tricks for increasing shares from other articles. Some methods may work well, while others may not. Therefore, in this article, we will summarize the basic approaches to improve campaigns to increase shares. These are summarized from studies by Buzzsumo, a renowned Social Metrics Company, and The New York Times, guaranteed to increase shares if you follow them.
According to a study by Buzzsumo, posts with high share counts often have at least one of the following characteristics:
- Content is mostly long-form rather than short-form
- Must have at least one image
- Must be entertaining or awe-inspiring
- Is in infographic format
- Is credible (with correct references)
- Has been shared by at least one influencer
Furthermore, The New York Times also studied the psychological aspects behind why people press the share button, as follows:
- Intend to share with people close to them if they see the post as valuable and entertaining
- Is a way to fulfill a sense of self
- Supports or promotes something they are interested in
4. Audience Growth Rate
This metric indicates how fast the follower rate on social media platforms is growing. How quickly is the number of followers increasing, and can it increase faster than last month?
The formula for calculating Audience Growth Rate is as follows:
- Start by identifying the number of new followers within the month on the platform you want to measure.
- Divide that by the total number of followers to see the Growth Rate, then multiply by 100 to get the result as a percentage.
- Compare it to the previous month
This Growth Rate not only tells the trend of follower growth but also indicates the opportunity for the number of people who see your content to increase. It is another metric that marketers should evaluate every month to improve the efficiency of advertising campaigns on social media platforms.
5. Conversions
Conversions are likely familiar to most marketers. Measuring Conversions on social media platforms has a concept similar to online marketing on other platforms: it counts the actions taken by the target audience according to the goals set by the brand, whether it’s clicking on a website, downloading an app, or taking action through a CTA (Call to Actions) button. Simply put, it measures how well the campaign can achieve the defined objectives.
Most social media platforms have functions that help identify Conversion values, but there may be limitations in certain operations. Therefore, it is recommended to use other tools to measure results alongside, such as using Google Analytics 4 to enhance the ability to improve campaign performance.
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