Beyond the Basics: Analytics Features You’ve Probably Never Explored
Beyond the Basics: Analytics Features You’ve Probably Never Explored
All social media marketers know that data should guide everything we do. No doubt you’ve mastered basic analytics like reach, engagements, and views – now it’s time to dig deeper.
Many of us view analytics in aggregate on monitoring software like Sprout Social or Hootsuite, and these are undoubtedly useful. But social media platforms – especially Instagram and TikTok – offer unique insights that make it worth it to check natively.
You can see exactly when a user liked your video or carousel.
This one is hot off the presses. Instagram just launched the ability to see exactly when a user liked your carousel – it may not have rolled out for everyone yet, but it should be soon.
You can see exactly when a user liked your video or carousel.
In the meantime, everyone can see at exactly which second a user liked your video on Instagram, TikTok, and YouTube. Many also allow you to see where viewership dropped off.
On Instagram, scroll down past your basic metrics and find the “Interactions” section:
In this example, I can see that 27% of viewers liked this reel at one second in and interest waned after this – so I probably should have made it even shorter than eight seconds.
This information will change the game in terms of knowing:
- Which type of photo is most engaging
- How long users are willing to scroll or watch
- The max number of photos to use in a carousel
- What part of your video was most engaging
- How long your videos can be without losing audience interest
Instagram will straight up tell you how to make better reels.
When we click “view insights” on a reel, we’re often focused on the numbers at the top – likes, shares, comments. But if you wait just a few seconds, you’ll often see the screen refresh with a little tip from Instagram:
You won’t see these little nuggets on every reel – and in true social media fashion, I haven’t been able to find any rhyme or reason for when it shows up or when it doesn’t – but it’s definitely worth checking for.
In my experience, TikTok, Facebook, and YouTube do this too, but less often and less helpfully. I’m crossing my fingers that this rolls out to other post types and platforms in the future!
Long story short - don't sleep on native analytics.
I only touched on a few here, but social media platforms are a wealth of information about not only how many people are viewing and engaging with your content, but also who, when, where, and even the elusive why.
Hopefully I’ve convinced you to make scrolling through the insights tab on these apps part of your social media routine. Your strategy and analytics will thank you!
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