The Saturday Social – Do You Do Content Analytics?

The Saturday Social

Last week we talked about engagement on reach and how having an engagement on reach that is too high or too low can be indicative of problems. If your engagement on reach is too far above average, you aren’t getting enough reach on your posts. Whereas if your engagement on reach is too far below average, then you aren’t getting enough engagement. 

So how do you increase your reach or engagement?

You actually can use the same solution for both problems, content analytics! You need to dive into your data and look for posts that either have high reach or high engagement, depending on your desired outcome. Segment your posts into categories and look for trends among your categories.

​1776 Faux Farmhouse​

1776 Faux Farmhouse has over 100 different labels for content. Content can be labeled manually or automatically using image recognition and deep learning. We do both for our business. 

It’s amazing the types of things that can be found from building models based on images. For example, using image recognition we’ve identified that the presence of a dog in our still images (not videos/reels) led to increased engagement.

When it comes to Reels, anything with the sideboard, kitchen aid mixer, or large DIY project tends to have way better reach than average.

Image recognition, since not everyone has access to these kinds of models, is something we will make available in our Instagram Audit service we will be rolling out within the next few weeks!

Actionable Takeaway

1. Write out 5-10 segments or groups that your content tends to fall into.
2. Gather data for those segments and determine which groups are performing well and which aren’t.
3. Give the people what they want! Focus on the segments that are performing above average.

Stat of the Week: 90%

About 90% of users on social media are lurkers. They will consume your content without taking any action. Historically, I (Michael) have been the classic lurker. I never posted, I never commented, and I never liked anything. I did, however, purchase things that I found useful. Lurkers, despite no engagment, can still be valuable members of your audience.

Thanks for reading this weeks edition of The Saturday Social! Can’t wait till next week.

When You Are Ready, There Are 3 Ways I Can Help:

1 – If you’re looking to further improve & grow your social media using analytics, I’d recommend starting with a course:

➡️ Analytics for Content Creators: In development, but register your interest using the form below

2 – If you’re more hands off and would like us to audit your Instagram account:

➡️ 1:1 Instagram Account Audit: In development, but register your interest using the form below

3 – Promote yourself to over 140k+ followers/subscribers by collaborating with me on a project!