I see it all the time: great content that never gets the reach and engagement it deserves. 

If your Reels feel hit-or-miss, it’s probably not your creativity. It’s your Instagram Reels strategy. 

The platform has changed, and the Instagram Reels algorithm now rewards brands that understand how attention, retention, and relevance really work. 

In this Instagram Reels strategy guide, I’ll break down exactly how to build Reels that get seen, shared, and saved, without chasing trends that don’t convert. 

So let’s get into what actually drives engagement.

How to create an engaging Instagram Reels strategy?

Every strong Reels strategy starts with how people actually use the app. 

Before formats, hooks, or posting schedules, I focus on behavior: what people ask, what earns a pause, and what feels worth watching. 

And I’m not the only one who does that.

I recently sat down for a chat with Patrick Timmons, Social & Brand Communications Manager at PandaDoc, and below you'll find a couple of the insights that he gave me for creating an engaging Reels strategy.

I start with audience behavior, not trends. I look at what questions people are already asking, what moments make them stop scrolling, and where Reels can add clarity, humor, or usefulness fast. From there, I design repeatable formats that ladder back to a clear goal… awareness, trust, or action… and test aggressively. Reels aren’t one-offs. They’re systems.

Thus, with audience behavior as the starting point, the social media tactics below show how to turn those insights into engaging Reels:

1. Start by identifying your best-performing content categories

One of the best practices for Reels is starting with evidence, not assumptions. 

So before deciding what to post, I always look at which content pillars for social media are already earning attention. 

Now, let me show you how I use social media data to discover where engagement naturally concentrates and where Reels have the highest chance to amplify results.

The image below shows an extract from the Socialinsider dashboard for Axe, breaking down engagement by content category. 

While categories like Sustainability & Ethics and Product Range generate significantly more engagement despite a lower number of posts, others contribute far less even with higher output.

This is how a strong social media content strategy starts to take shape. 

High-performing pillars tell you what your audience already cares about, making them the smartest foundation for Reels. 

So instead of spreading effort evenly, it’s wiser to prioritize the categories and design Reels formats that extend what’s already working. 

That focus turns isolated wins into a system and keeps your Reels aligned with real audience behavior.

2. Identify patterns in your most successful Reels

Social media optimization starts with pattern recognition, looking beyond individual posts to understand the elements that consistently drive engagement.

And now that you know which content categories perform best, the next step for a strong Instagram Reels marketing strategy is understanding why certain Reels outperform others. 

When I analyze top-performing Reels, I’m not focused on isolated wins. I study repeat signals: hooks that keep viewers watching, video length that improves retention, pacing that feels natural, and the way captions or on-screen text support the story. 

Patterns turn success from accidental into intentional, and they’re the backbone of any scalable video marketing strategy.

Luckily, with Socialinsider, I can filter posts by content format to isolate Reels and compare them side by side. 

This way, I can quickly spot what the strongest videos have in common, whether it’s educational openings, faster edits, clear framing, or a specific narrative flow.

So instead of constantly chasing new ideas, I treat these patterns as a roadmap for continuous future optimization. 

Each Reel becomes a chance to test, adjust, and improve, making your video marketing strategy more consistent, more efficient, and easier to scale.

3. Adapt your content length to best practices

If you want Reels to perform consistently, you need a few non-negotiables in place: a clear hook, tight pacing, and a structure that makes people stay to the end. 

And length? Length sits right inside that structure. It affects retention, completion rate, and whether viewers feel like they got something out of the watch.

According to Socialinsider’s Instagram Reels length study, Reels between 60 and 90 seconds generate the highest engagement. This range gives you enough time to deliver a full idea without stretching the message thin.

Thus, adapting your social media content's length to proven best practices helps your Reels work with audience behavior instead of against it. 

When structure and length are intentional, your content is easier to watch, easier to finish, and far more likely to earn engagement.

4. Analyze your competitor’s Reels performance to get to see what’s working and what’s not

After analyzing your own Reels, the next step is pressure-testing those insights against the wider landscape. 

In other words, it’s time for a competitive analysis on Instagram. Not to copy content, but to understand what consistently earns attention in a specific niche.

A social media competitor analysis helps put performance into context: a Reel that performs well in isolation is interesting. A Reel that performs well across accounts points to something more repeatable. 

This is the core value of content competitor analysis: it shows you which ideas scale beyond a single brand.

For example, when analyzing Axe’s Reels engagement over time, a clear spike appears in their performance. 

Spikes like this usually indicate content that significantly outperformed their baseline, often tied to a specific format, narrative angle, or execution style.

And by using Socialinsider as my trusted competitive analysis tool, I can break that spike down to identify the exact Reels driving it. 

This way, I can see which posts caused the lift, how they were structured, and how audiences interacted with them. This turns raw data into practical competitive insights I can actually use.

Over time, ongoing competitive monitoring reveals patterns that matter: which formats competitors repeat when engagement is high, which themes fade quickly, and where performance drops despite high posting volume. 

When you layer these insights on top of your own data, your Instagram Reels posting strategy decisions become clearer, faster, and far more intentional.

Here's Patrick's insight on this as well:

I analyze competitors to understand patterns - what formats are getting saved, what hooks are holding attention, and where there’s white space they’re not owning. The goal isn’t to copy, it’s to spot opportunity and differentiate.

Effective content pillars for businesses that you should integrate into your Reels strategy

Everyone keeps asking me: what types of content should I double down on? 

In a strong content strategy for Instagram Reels, pillars help you organize ideas around what consistently earns attention and drives Instagram engagement. 

They give structure to creation without limiting creativity, making it easier to decide how to create content for social media that feels relevant, repeatable, and aligned with how people actually watch Reels.

Below are the core content pillars I see businesses use most effectively when building a scalable Reels strategy.

Tutorial and how-to Reels

They work because they answer questions people are already asking and reward attention with clarity or progress. 

For instance, Havenly consistently shares educational, design-focused Reels that offer interior design tips, color pairing tutorials, and layout education. 

Their content breaks ideas down into quick, digestible moments, whether it’s highlighting common design mistakes or showing simple ways to elevate a room.

When creating how-to content, keep the scope tight. 

Focus on one problem per Reel and make the outcome obvious within the first few seconds so viewers immediately understand what they’ll gain by watching.

Behind-the-scenes content

Behind-the-scenes Reels provide context. They show how things work, how decisions are made, or what goes on beyond the polished end result. 

This type of content builds familiarity and trust, which often leads to higher engagement over time.

Notion, for example, regularly shares interview-style Reels featuring team members across the company. Rather than feeling overly produced, these clips feel conversational. 

Content like this builds familiarity over time. 

When audiences start recognizing the faces and voices behind a brand, engagement becomes more about an ongoing relationship that keeps people coming back.

Product demonstrations and features

When products are shown in use, rather than described, they become easier to understand and easier to imagine owning. 

Reels in this pillar perform best when they’re framed around real scenarios, comparisons, or transformations instead of promotions.

A great example is Popflex’s Y2K Cargo Pant Reel, where they highlight a common pain point—cargo pants that feel bulky and unflattering—and show how their design solves it. 

Instead of just listing benefits, the video demonstrates the product in action, showcasing water-resistant fabric, stretch, anti-snag durability, and functional pockets. 

By visually moving from problem → design → real wear, the Reel feels informative rather than promotional.

Customer testimonials and UGC

​​Audience voices often carry more weight than brand messaging. 

Testimonials and user-generated content add credibility and reduce hesitation. 

These Reels work particularly well when they feel specific and unscripted, highlighting real experiences rather than general praise.

Liquid Death is a strong example of this approach. 

The brand leans into edgy meme culture and viral fan content built around social trends, encouraging followers to create bold, personality-driven videos that reflect its rebellious identity.

By amplifying playful experiments, fan challenges, and creator-led humor, Liquid Death turns community participation into a core storytelling engine rather than just occasional testimonials.

Trend-jacking and challenge participation

Trends can increase discoverability, but only when they’re adapted thoughtfully. 

The most effective trend-based Reels use familiar formats to deliver a message that still feels on-brand and relevant to the audience.

Industry insights and thought leadership

This pillar attracts viewers who are looking for perspective, not just content. 

Sharing insights, opinions, or lessons learned helps position your brand as informed and credible. Short, focused takes tend to perform best, especially when they challenge assumptions or clarify complex ideas.

WHOOP leans into this approach by turning performance data, athlete interviews, and expert conversations into short-form insight-driven content

Through podcast clips, training discussions, and real user stories, the brand frames itself as a source of education and perspective. This way, it reinforces authority in recovery, performance, and lifestyle optimization.

The best-performing Reels usually do one thing exceptionally well:

• Teach something quickly and clearly
• Capture a relatable moment people feel seen by
• Share a strong POV that invites reaction or conversation

Simple visuals, fast pacing, and human presence consistently outperform over-produced content.

Best practices for creating a highly performing Instagram Reels strategy

Once you’ve built your Reels strategy around audience behavior, content pillars, and performance patterns, execution becomes the deciding factor. 

This is where small choices start to compound: how fast you hook attention, how clearly you communicate, how often you test.

Social media expert Patrick Timmons brings together the core Instagram best practices that consistently show up in high-performing Reels: strong early hooks, clarity over complexity, repeatable formats, and constant experimentation. 

These principles act as a practical filter for evaluating and improving every Reel you publish.

• Hook immediately… the first 1–2 seconds matter most
• Design for sound and no sound
• Use repeatable formats so audiences know what to expect
• Prioritize clarity over cleverness
• Test often, learn quickly, and evolve based on performance

High-performing Reels are built on consistency, curiosity, and a willingness to experiment.

On this note, I’ll translate those best practices into specific actions you can take to increase watch time, social media engagement, and overall performance.

Test various text overlays and caption techniques to increase watch time

Attention isn’t just captured visually. It’s engineered through an information hierarchy. 

High-performing Reels treat on-screen text as a storytelling layer that guides the viewer’s cognitive flow.

So instead of testing random hooks, structure experimentation around clear variables: opening claim vs. curiosity gap, question-led framing vs. outcome-led framing, and fast-paced micro-copy vs. slower explanatory overlays. 

Advanced teams often build a small internal “hook library,” tracking which phrasing patterns drive higher retention across topics.

Timing also matters as much as wording. 

Text that appears slightly ahead of spoken audio can create anticipation, while delayed captions can reinforce key moments or signal a shift in narrative. 

Mapping text placement against audience retention graphs helps identify where viewers hesitate or drop off, revealing whether clarity issues are causing disengagement.

In the end, approaching text overlays as repeatable building blocks makes experimentation quicker and turns watch-time growth into a more predictable outcome.

Identify the best transitions and editing approaches to keep viewers engaged

High-performing Reels use transitions as behavioral cues that signal progress and reward continued viewing. Especially during the middle portion where retention typically declines.

Rather than chasing trendy edits, analyze where energy drops in your videos. 

Micro-cuts, zoom adjustments, or subtle motion shifts every few seconds can re-anchor attention without overwhelming the viewer. 

Many advanced teams create repeatable editing rhythms (consistent pacing patterns that audiences subconsciously recognize) which reduces cognitive friction and increases completion rates.

Transitions should also support narrative clarity. Hard cuts can emphasize authority or speed, while softer transitions can help educational or storytelling formats feel more digestible. 

Reviewing frame-by-frame retention alongside editing timelines often reveals that small structural changes can significantly improve watch time.

Ultimately, effective editing systems balance efficiency with experimentation.

Use Reels to highlight influencer partnerships

At this stage, influencer marketing campaigns should strengthen the execution principles that are already driving performance and not feel like one-offs.

The real value of influencer partnerships at this stage is perspective: showing your product, ideas, or industry through someone else’s lens in a way your brand alone can’t replicate.

What I’ve found works best is building collaborations around a specific role the creator plays in your content ecosystem. 

Maybe they’re the expert who challenges your usual point of view, the practitioner who shows real-world use, or the outsider who asks the questions your audience is already thinking. 

When the creator has a defined narrative purpose, the Reel feels intentional rather than promotional.

Recurring creator moments, such as a familiar face testing new features, reacting to industry shifts, or documenting a process over time, build familiarity and make collaborations feel like part of the story your audience is following. 

Final thoughts

At the end of the day, Reels work best when you stop overthinking them. 

Pay attention to what your audience responds to, keep what works, and let go of what doesn’t. 

The more you treat Reels like an ongoing conversation instead of a one-time performance, the easier it becomes to create content that actually connects.

Let’s be honest—managing social media today isn’t just about keeping up. It’s about staying curious, showing up as yourself, and making sure your brand’s personality shines through.

If you want lasting results, you need more than generic “tips”—you need social media marketing best practices that actually feel…well, human.

In this article, you'll find a couple of insights from industry experts and my personal takeaways on what works best right now, from content creation to building authentic engagement. Let's dive in!

#1. Adopt new platform features early

You know that feeling of excitement when you discover a new tool or gadget before everyone else? The same magic happens when you jump on new social media features early. Whether it’s the latest Instagram Reel trick or LinkedIn’s new newsletters, being first gives your brand an edge. Play around, have fun, and don’t be afraid to let your audience see you experimenting. It's one of the most underrated best practices in social media!

Muhammad Abdullah Imran Tahir, Head of Digital & Content at QRDI, also states:

The AI race will also accelerate competition between platforms to release new features. Brands that adopt these tools early will be rewarded with visibility and reach. Marketers who stay close to platform changes, whether that is new capabilities like AI-powered translations or overlooked tools such as LinkedIn Live Events, will be the ones who win attention in 2026.

#2. Focus on quality over posting volume

You’ve probably heard it a million times: post less, but make it count. Spoiler: it works. At this point, posting for the sake of ‘activity’ is a losing game. Today’s algorithms, and more importantly, today’s users, crave content that delivers real value—whether it’s practical tips, thoughtful stories, or just a great laugh.

So, here's my advice: before you hit “publish,” ask: Does this post add something new or helpful? Is it visually strong? Is it worth someone’s time? Focusing on quality over quantity builds trust, raises engagement, and reflects a brand that truly cares about its audience.

Here's what Jo Edge, Social Media Consultant, also has to say about this matter:

Depth, not frequency, is what earns loyalty. Social also needs to be reframed as a conversation, not a broadcast channel. The strongest brands in 2026 will design content to invite dialogue, not just engagement. Asking better questions, responding thoughtfully, and building community will matter more than chasing reach. The quality of interaction will increasingly outweigh the quantity.

#3. Build community before chasing reach

Ever noticed how the most successful brands feel like lively communities, not just content machines? One of the most enduring best practices for social media is to invest in relationships first—replying to comments, celebrating fan content, answering DMs, and joining relevant conversations.

Chasing big numbers can be tempting, but real influence is built on loyalty and word-of-mouth. When your audience feels seen and valued, they’ll stick around (and invite friends). Plus, active communities provide authentic feedback that helps steer your strategy.

Here's what Oksana Danshyna, Marketing Communications & Social Lead, had to add regarding this:

Your organic reach is increasingly decided by what your community says about you, not what you say about yourself. Brands that invest in real relationships with their communities and creators will have a massive edge. In 2026, community is your organic reach, your credibility, and increasingly your search ranking. It's not a nice-to-have. It's the whole strategy.

#4. Lead with a strong point of view

Social feeds are noisy. The brands that get remembered? They have something to say. Don’t be afraid to share opinions—whether it’s your take on a trending topic or a bold prediction for your industry. Courage and authenticity are essential best practices in social media.

Having a clear point of view positions your brand as a leader, not just another voice among many. Yes, it takes guts. Yes, you might ruffle feathers. But you’ll also attract loyal fans who believe in what you stand for, and that’s the real win.

Here's Corrie Jones' takeaway on this:

Be real and have original thoughts. It’s the best approach you can take to get cut through in an increasingly homogeneous newsfeed where so many brands are using AI to write their copy and jumping on trends for the sake of it. You won’t be memorable if you’re posting the same content as everyone else - inject some real humanity into what you’re saying and brainstorm your creative ideas before consuming what everyone else is doing.

#5. Design content that invites conversation

It’s easy to get caught up in broadcasting, but the magic of social media lies in actual dialogue. Pose questions, spark debates, or run contests that encourage your followers to chime in.

With Socialinsider, you can always analyze which posts drive the most comments and engagement. Let me quickly show you how!

After you have added your profile (or competitor's by the way), within the dashboard, head over to the Engagement section. There, you can see a comments evolution chart, which will help you spot trends in how your content is generating conversations.

From here, you can click on the spikes that you see, and get a detailed list of the post published that led to that change in comments, helping you easily identify which messaging and content formats are more effective for this goal.

#6. Use AI for research and structuring

Let’s be real: AI can speed up your day, but your audience still craves realness. Use AI to brainstorm, gather stats, or outline your next social media post—but save the final flair for your own words. That’s the sweet spot for best practices in social media: fast, but never fake.

Here's how Nicola Gwillym, Social Media Experts recommends for this approach:

Use AI to organise your thinking instead of ideating everything. It’ll stop the content being so generic! Get to draft stage with AI, then stop. The final post or video script now more than ever needs to be human. AI is great for enhancing or speeding bits of content up but it also makes mistakes and sounds the same as every other brand out there.

#7. Create a publication checklist for AI-assisted content

AI is here to stay, but even the smartest tools can’t match your brand’s unique voice. That’s why having a simple publication checklist is one of those social media management best practices that pays off every single time. Before you post, double-check things like tone, facts, visuals, and make sure your message feels right. A little process goes a long way—especially if you want to blend the power of tech with that irreplaceable human touch.

For teams juggling lots of content, this checklist ensures that AI-generated posts match your human standards. It also minimizes mistakes and keeps everyone aligned—even when deadlines are looming. Just remember, the checklist isn’t about perfection; it’s about making sure every post, no matter how it’s created, feels “right” for your brand.

When I asked her, how does this process look like for her, Veronica Gentili, Social Media Expert, gave me a detailed explanation, as in, a practical 5-point checklist to apply before publishing AI-assisted content in 2026.

• Context and intent check:
Before looking at performance or aesthetics, ask one simple question: does this content make sense in this exact context? AI tends to generate “technically correct” outputs that may be tone-deaf, misleading, or poorly timed. Re-read the post imagining a real person encountering it for the first time. Is the intent clear? Could it be misinterpreted? If the message requires explanation, the content is not ready.
• Brand voice and consistency validation:
AI is excellent at producing content that sounds good — and terrible at sounding like your brand if not controlled. Every piece of content should be checked against your tone of voice, values, and positioning. If the copy could belong to any brand in your industry, that’s a red flag. Consistency is not a creative limitation; it is a trust signal.
• Visual and detail accuracy review:
When using AI-generated or AI-edited visuals, zoom in and check everything. Hands, faces, text on images, backgrounds, logos, product details. Small visual errors are often overlooked during production but are immediately noticed by audiences. These details are one of the fastest ways to lose credibility, especially for professional or premium brands.
• Ethical, cultural, and compliance filter:
This step is non-negotiable. Ask whether the content could unintentionally reinforce stereotypes, misuse sensitive topics, or violate platform rules, industry regulations, or brand compliance guidelines. AI does not understand ethical nuance — you do. What looks “neutral” to a model can be problematic in the real world.
• Final human responsibility check:
The last step is simple but decisive: would you personally stand behind this post if it were screenshot, taken out of context, and shared elsewhere? If the answer is “maybe” or “it depends,” don’t publish. AI can support production, but accountability always remains human.

Finally, she added:

One of the most underestimated best practices today is adopting a strict publication checklist whenever AI is involved. Because a single mistake — a wrong visual detail, an incoherent caption, an insensitive reference, or a compliance slip — can quickly turn a post into a reputational problem. And when that happens, the cost is never just a deleted post.

#8. Prioritize a human-led content approach

No algorithm or AI can replace your human intuition. People crave authentic stories and relatable voices, not corporate speak or generic stock photos. Share stories that matter—maybe a customer’s mini success, a funny team moment, or an honest look at what’s happening behind the scenes.

Making humanity a cornerstone of your social media strategy is a game-changer. When followers see posts made “by real people, for real people,” they’re more likely to comment, share, and show up for your brand. Remember: Even a heartfelt reply to a comment can set your business apart from the rest.

Here's an interesting perspective that Mihaela Radu, Social Selling Expert has offered me:

What works better is writing from moments inside the work. A client call that didn’t go as planned.
A project that missed the mark and what it revealed.
A small shift that quietly changed how the team now works.

This is where I use people- proof -place framework. Not as a content format, but as a positioning choice: who was involved, where the insight came from, and what decision followed.

#9. Empower real people to represent your brand

Nothing beats the credibility of real, enthusiastic voices. So, here's my advice for you: feature your team members in stories, showcase customer testimonials, or partner with brand advocates for authentic campaigns. This will make your business approachable, memorable, and trustworthy.

Letting real people tell your story is more than a trend—it’s become a must in the best practices for social media marketing playbook. Don’t be shy to show who you are, what you care about, and celebrate the humans who power your brand.

Here's what Gabriela Zedán Product & Digital Marketer had to add as well:

Putting real people at the center of your brand will matter more than ever. Founders, team members, creators, and customers are what make brands relatable, and that kind of closeness is hard to replicate with polished, faceless content.

#10. Diversify your distribution channels

Lastly, but not least, when it comes to best practices in social media: don’t put all your eggs in one digital basket. Spread your content across platforms, tweak your messaging, and meet your followers where they’re already hanging out.

And trust me, this doesn’t have to be overwhelming! In short, here's how: repurpose your top posts for different audiences, remix video content into carousels, or turn threads into blog posts. Each platform offers a distinct way to reach your audience—give your content as much opportunity to shine as possible.

Muhammad Abdullah Imran Tahir also mentioned:

If platforms lean further into AI-generated content, standing out online will become harder. This is where hybrid online and offline experiences matter. Real-world events, live activations, and community-led moments will be essential for building trust and emotional connection in an increasingly synthetic digital environment.

Final thoughts

At the end of the day, the best practices for social media come down to this: be real, stay adaptive, and put people first. Socialinsider is here to help with insights that turn data into action—so you’re never guessing what’s working. Keep experimenting, keep connecting, and remember: every post is a chance to build something lasting.

You already know that growing on social media is about more than just showing up—it’s about making an impact.

Maybe you’ve tried sharing your best ideas, tweaking your content, or following the latest trends, but the results aren’t quite what you hoped. The good news is, there are strategies that can genuinely move the needle for you.

In this article, I'll share with you practical steps, real examples, easy-to-follow tips, and some insights I got from Jenn Crim, designed to help you break through the noise, build a community that cares, and see your growth turn into lasting engagement.

From setting realistic benchmarks based on social media best practices to analyzing competitor tactics, here's how to build a growth plan that delivers measurable results for your brand.

What defines effective social media growth?

As you might already know by now, in many companies, executives usually focus most on follower growth when talking about social media results. And I get it, watching that follower count climb feels good, and it's the metric most people see first. But you know firsthand that there’s much more to real success than just how many people follow your account.

For me, an important lesson I've learnt from working with clients and analyzing many social media accounts over time is that effective social media growth is about so much more than follower count.

Truth be told, real social media growth happens across multiple dimensions:

• Follower growth tells you whether your brand is reaching new audiences.
• Engagement metrics reveal whether your content resonates.
• Reach and impressions show how far your content travels.
• Video views help you understand what format works best for your audience.
• Profile visits and website clicks indicate intent.

A successful social media growth strategy balances all these metrics. At the end of the day, you should be building a community that actively engages with your content, shares it with others, and takes action.

When multiple metrics trend upward together, that's when you know your social media growth plan is working.

Here's also what Jenn Crim, marketing & communications specialist at South Bend International Airport, told me during a short chat:

I think that it is really important to be able to scale your engagement and your audience together. So if you're just growing an audience, but you're not seeing your engagement scale with that growth, I feel like sometimes that's not as effective because then you're making content that your audience isn't even engaging with. 

How to set realistic social media growth goals?

Setting realistic goals for social media growth isn't about picking an arbitrary number just to sound impressive. It's about understanding where you stand, what's achievable in your niche, and what your competitors are doing.

When you're creating a social media growth plan, you need benchmarks. Without them, you're basically throwing darts in the dark.

Research industry standards

Before you commit to any growth targets, you need to know what "good" looks like in your specific space. Keep in mind that what works for a fashion brand won't necessarily work for a B2B software company.

This is where social media benchmarks become your best friend. Looking at data across thousands of accounts gives you a realistic picture of what's achievable.

For example, Socialinsider’s Instagram benchmarks show something interesting: smaller brands tend to see higher follower growth rates than their larger counterparts. If you're starting out or working with a smaller account, this is encouraging news, as growth can happen faster.

2026's social media benchmarks study by Socialinsider also reveals significant differences in engagement rates across platforms. You'll notice that TikTok consistently shows higher engagement than other platforms, which suggests where you might want to focus your efforts if engagement is your primary goal — and it also helps to adjust your expectations regarding the other platforms.

Here's Jenn's approach as well:

One thing I’ve seen a lot of success with is moving away from annual growth goals. Social media changes too quickly — new features roll out constantly, algorithms shift, and audience behavior evolves — so setting a rigid yearly target just isn’t realistic anymore. Instead, I break growth goals down by quarter.

In my case, at the beginning of the year, I define what we want to achieve, and then each quarter we benchmark our progress, analyze what’s working, and adjust the strategy where needed. That way, we’re driving intentional growth — not just growth for the sake of it.

This helps me understand what’s actually driving spikes — whether it’s a major campaign, a specific activation, or a content shift. By identifying those patterns and tracking where growth comes from, I can benchmark smarter and make more strategic decisions moving forward. It ensures our growth is backed by data, not assumptions.

Run a competitive analysis

Benchmarks tell you what's typical, but your competitors tell you what's going on in your specific market. When I'm helping brands develop their social media growth strategies, we always start with a thorough look at what the competition is doing.

A competitive analysis shows you the actual performance of brands fighting for the same audience you are. You'll see their follower growth trends, which types of content drive the most engagement, and how their overall presence compares to yours.

Pay attention to follower counts, engagement levels, post frequency, content reach, and even comment volumes. 

As in the example below from the Socialinsider dashboard, you might discover that a competitor with fewer followers is experiencing rapid growth and getting more reach and  engagement, suggesting they've found a content strategy that really resonates.

To this, Jenn added:

What’s really working right now is finding a unique angle for your brand on social media. I always start by analyzing the competitive landscape to see whether there’s an opportunity for us to show up differently. From there, I revisit that positioning regularly to take a temperature check and make sure we’re still standing out.

I’d also highlight the importance of strategic creativity. Brands need to be intentional about how they approach content — especially in everyday or highly competitive categories. Strong hooks in videos, fresh creative concepts, and thoughtful storytelling make a huge difference. When you combine differentiation with compelling content, that’s what ultimately drives authentic, sustainable growth.

8 Social media growth strategies that will help you put your brand on the map

Growing on social media is about optimization: testing, analyzing, and refining. I've seen brands waste months (sometimes years) posting content that looks good but doesn't perform, while their competitors build engaged audiences by following data-driven strategies.

Here are eight strategies that consistently deliver results.

1. Double down on the best-performing content formats across platforms

When you're developing your social media content strategy, you need to know which formats your audience engages with.

For example, recent Socialinsider LinkedIn data shows that multi-image posts consistently drive the highest engagement, followed by native documents and video content. If you're spending all your time creating single-image posts or external links, you're missing out on formats that naturally perform better.

Each platform has content formats that the algorithm favors and that audiences respond to. Identify these formats and create your best work within them.

My takeaway? Look at your own performance data, spot patterns, and make them the foundation of your content calendar.

2. Reverse-engineer what works

Looking at engagement across multiple platforms can reveal striking disparities. You might notice one channel consistently outperforming others by a considerable margin. This tells you something important: there's a winning formula somewhere in your content mix.

In the example below, you can see that for Nautica, TikTok shows significantly higher engagement than Instagram. Why? What's different about the content they're posting there? Is it the format, the tone, or the topics?

This is where detailed social media analytics becomes indispensable. The next step is to drill down into the platform that works to see exactly which types of content resonate most and why.

Here’s what that drill-down looks like in the Socialinsider dashboard. Look at posting frequency, content themes, captions, hashtags, and timing. Spot patterns, then adapt those successful elements to your struggling platforms.

For example, an interesting observation is that, although rare, promotions and giveaway posts generate high engagement on TikTok. Could Nautica leverage this insight to improve its engagement on Instagram as well? 

3. Repurpose content effectively across platforms

When you look at individual posts that drive strong engagement, you can identify specific elements worth adapting.

Continuing the Nautica example, analyzing the best-performing TikTok content in detail can help create more successful Instagram content as well. Beyond the topic, maybe it's the hook, the visual style, or the storytelling approach.

The same core message can be presented differently depending on where you're posting. A successful TikTok video might become a carousel post on Instagram, a text-based LinkedIn post with key takeaways, or a short-form YouTube clip.

This approach to creating content for social media is both efficient and effective because you're not reinventing the wheel with every post. You're taking proven concepts and adapting them strategically.

4. Boost high-performing organic content

One of the most cost-effective ways to accelerate social media growth is to put paid budget behind content that's already performing well organically — it might sound paradoxical, but I’ll explain why that is. 

First, this strategy works because you're not gambling on unproven content. You're investing in posts that have already demonstrated they resonate with your target audience.

Second, this approach supports your organic social media growth in the long run. Ads drive more profile visits, which can lead to follows, which in turn increase your organic reach.

5. Make use of UGC

User-generated content is a fantastic growth strategy. When your customers create content featuring your brand, you're getting authentic testimonials, social proof, and fresh content all at once.

If you ask me, I'd say that GoPro has mastered this approach better than almost any brand. They've built their entire content ecosystem around customer footage, reposting user videos and photos daily across Instagram, YouTube, and TikTok. Through the GoPro Awards program, they incentivize UGC submissions, creating a constant pipeline of authentic content.

Just head to their “tagged” tab on Instagram for a glimpse of the great UGC they’re generating.

GoPro is essentially crowdsourcing its marketing while building a passionate community. When someone sees their footage featured on GoPro's channels, they become brand advocates who share that recognition with their own networks.

This creates a virtuous cycle, and the brand gains constant social media traction without the production costs typically associated with video content.

6. Launch co-creation initiatives (with influencers and other brands as well)

Co-creation takes collaboration beyond traditional sponsorships. Instead of just paying influencers to promote your products, you involve them in the creation process. This generates genuine excitement and gives partners real ownership in what they're promoting.

Nike exemplifies this strategy well through collaborations with athletes and creators.

Each collaborator brings their built-in audience to the table. When Travis Scott launches a sneaker collaboration, his millions of followers pay attention. The product feels culturally relevant because it's personality-led design, not just another corporate release.

Limited drops fueled by these collaborations create hype that generates massive amounts of UGC. Customers share unboxing videos, styling content, and purchase excitement across their own social channels.

The same principle applies to brand partnerships. When two brands collaborate on a product, campaign, or content series, cross-pollination occurs: both audiences get exposed to the partnership. 

7. Leverage competitive intelligence to gather trend insights

Competitive monitoring shows you what's working in your industry right now and what your competitors are doing successfully — or less so. Here’s how to be a smart analyst.

Identify competitor growth patterns

Track when and how your competitors are growing. Use a social media analytics platform, such as Socialinsider, to look at posting frequency, engagement trends, and follower acquisition. Patterns across multiple brands reveal social media trends you might be missing.

Certain competitors might post more frequently on specific platforms, or their engagement spikes might align with particular content types. These patterns reflect successful social media tactics you can adapt for your own strategy.

Analyze what content drives their engagement

Broad patterns tell you when growth happens, but detailed content analysis shows you why. 

When you examine which topics or themes generate the most engagement for competitors, you uncover opportunities for your content calendar.

As in the example above, examining content performance across brands reveals patterns. You might see that certain themes, such as new collections and releases, consistently perform well across multiple competitors, while you’re missing out on that pillar. 

This level of content competitor analysis helps you make informed decisions about your content strategy. Instead of guessing what might work, you're building on proven concepts while adding your unique perspective.

Find untapped opportunities in your niche

The most valuable competitive insights often come from identifying what your competitors aren't doing. When you spot content themes, platforms, or formats that competitors are neglecting, you've found potential opportunities to differentiate yourself.

Maybe everyone in your industry focuses heavily on Instagram while barely maintaining a presence on TikTok. Or perhaps your competitors are leaning heavily on images, but not using video effectively yet. These gaps are chances to establish yourself as the go-to brand in an underserved area.

8. A/B testing content approaches

Even with all the competitive intelligence and best practices in the world, what works for other brands might not work for another. That's why A/B testing on social media is essential for sustainable growth.

Test one variable at a time so you know what's driving results:

• Caption lengths
• Posting times
• Content formats
• Hashtag strategies
• Visual styles

I personally think that the key is consistency. If you're testing posting times, keep everything else the same. This way, you know the timing is what made the difference, not some other variable you accidentally changed.

Platform-specific effective growth strategies and features that you should consider

While universal principles guide social media growth, each platform has unique features and audience behaviors that require tailored approaches. Let’s look at some growth strategies that work well for specific platforms.

Instagram growth strategies

Instagram offers several built-in features designed to expand your reach organically:

• Collaboration posts. Use the Collab feature to co-author content that appears on both profiles simultaneously, combining engagement and doubling your audience exposure.
• Strategic tagging. Tag relevant accounts, products, and locations to increase discoverability and encourage shares from tagged profiles.
• Story features. Use mentions, location stickers, and product tags in Stories to create multiple engagement touchpoints.
• Reels collaboration. Partner with complementary brands or creators on Reels to tap into trending formats while reaching new audiences.

The Collab feature is particularly powerful because the content appears on both profiles and feeds, with combined engagement counts. As a result, collaboration posts perform better organically.

Look for accounts with complementary (not competing) offerings, whose audience demographics align with yours but aren't identical. Work with customers who have engaged followings, micro-influencers in your niche, or even employees with strong personal brands.

Take a cue from IBM’s collab with the Grammys — not the most expected partnership, but it works well on capitalizing on a big event while highlighting technology.

Lastly, Jenn added:

I think Trial Reels are a seriously underutilized feature on Instagram. I’ve seen a lot of success experimenting with them, so they’re definitely something brands shouldn’t overlook. Video overall continues to perform strongly, but Trial Reels in particular offer a great opportunity to test and expand reach.

TikTok strategic expansion

TikTok's algorithm prioritizes individual video performance over follower count, creating unique opportunities:

• Series content. Create multi-part content that gives viewers a reason to follow and return for the next installment.
• Strong hooks. Master the first three seconds for high engagement rates.
• Trend participation. Jump on trending sounds and formats while they're gaining momentum.
• Duets and stitches. Use these features to engage with other creators' content and tap into their audiences.
• Strategic hashtag mixing. Combine trending hashtags with niche-specific ones to balance reach and relevance.

Series content has become one of the most effective strategies for building sustainable growth on TikTok. When you create content that's explicitly part one of a series  — "Day 1 of teaching you social media analytics" or "Testing viral marketing trends: Part 1" — you create anticipation that converts viewers into followers.

For example, Mailchimp regularly leverages series on TikTok to build loyalty among its audience. 

Watch your average watch time in analytics. If it's under 50%, your hooks or content structure needs work. If most traffic comes from the "For You" page rather than followers, your content is successfully reaching new audiences — exactly what you want.

LinkedIn audience development

LinkedIn's algorithm favors personal profiles over company pages, requiring different growth tactics:

• Employee advocacy programs. Empower team members to share company content and create their own industry insights.
• Thought leadership content. Post in-depth articles and insights that position your brand as an industry authority.
• Native documents. Share PDFs and presentations directly on LinkedIn for higher engagement.
• Poll engagement. Use polls to generate quick engagement and gather audience insights.
• Strategic commenting. Engage meaningfully on relevant posts to increase visibility before posting your own content.

Employee advocacy programs is the standout strategy here, as personal profiles consistently get more reach and engagement than company pages on LinkedIn.

Your company page might have a few thousand followers, but if you have 50 employees with 500 connections each, that's 25,000 potential impressions. Employee networks extend your brand's reach into audiences you couldn't otherwise access.

Effective advocacy isn't about forcing employees to share everything (that can backfire). It's about empowering them to be thought leaders who naturally incorporate company updates.

Leadership involvement is critical here. When executives actively participate, it signals that this matters and provides high-value content for employees to engage with. 

Final thoughts

Social media growth is not the mystery it's often said to be. When you understand performance data and the competitive landscape, you can track what works, test new approaches, and refine your tactics based on real metrics. 

Want to accelerate your growth in 2026? Try Socialinsider free for 14 days and access the analytics tools you need to make data-driven decisions.

If there’s one event each year that sends the marketing and advertising world into overdrive, it’s the Super Bowl. As brands gear up for the Big Game, the competition isn’t just on the field—it’s in every feed, story, and explainer video, as companies roll out their flashiest social media campaigns in hopes of going viral.

Super Bowl social media campaigns have become a cultural event in their own right, sparking massive spikes in follower growth, engagement, impressions, and brand mentions across every platform. It’s not only about delivering the best creative ideas, but also about capturing an audience that’s truly tuned in—eager to engage, share, and react whether they’re watching commercials on TV or scrolling through Instagram and TikTok.

So, who really won the Big Game on social this year? Let me break down for you which brands and strategies scored big during the Super Bowl 2026 social media showdown.

What is the Super Bowl?

The Super Bowl is the annual championship game of the National Football League (NFL) and is one of the most-watched sporting events in the United States and around the world

Beyond the game itself, the Super Bowl has become a worldwide cultural event, famous for its high-profile halftime show and its highly anticipated advertisements. For brands, the Super Bowl offers an unmatched opportunity to reach millions of viewers in a single moment, making it a prime focus for bold and creative marketing campaigns—both on television and across social media.

How does social media shape the Super Bowl experience?

Even though Super Bowl season is always a high-stakes challenge for marketers, I can’t help but look forward to it every year. It’s when brands unleash their most imaginative, mindblowing ideas. I love watching my feed fill up with clever, bold Super Bowl social media posts—each one trying to outshine the rest. It’s marketing at its most thrilling and inspiring, if you ask me.

While everyone tunes in for those legendary halftime ads, I’ve noticed that Super Bowl campaigns don’t just stop at a single show-stopping video anymore.

Thanks to social media, brands have a whole playground to work with—they can take their big creative ideas and reimagine them in a hundred different ways. Whether it’s behind-the-scenes footage, clever memes, interactive polls, or even playful banter with fans, the story keeps evolving long after the commercial ends.

Social media transforms the Super Bowl campaign from a one-time ad spot into an ongoing, multi-layered conversation that just keeps building excitement.

But how exactly do brands manage to stand out when everyone’s trying to capture the Internet’s attention at once? Let’s take a look at some of the main strategies that power the most engaging Super Bowl social media posts.

Main strategies in Super Bowl social media marketing

Celebrity endorsements

If there’s one thing I love about Super Bowl campaigns, it’s watching brands borrow a little star power to catch everyone’s attention. When I saw TurboTax’s celebrity-driven TikTok knew instantly it would make waves. These authentic influencer cameo moments never fail to get people talking. 

Uber Eats took a similar route on Instagram making their brand feel not just relevant, but totally in the mix with what’s trending. For me, it always comes down to this: on Super Bowl Sunday, the right famous face turns a simple post into a viral conversation starter.

For me, it’s a reminder that celebrity partnerships—when they feel natural—are one of the smartest moves in a Super Bowl social media strategy.

Emphasis on storytelling

Some campaigns just stick with you because they tell a good story—one that makes you smile, relate, or even feel nostalgic. Michelob Ultra’s Super Bowl Instagram post, for example, is a perfect example: you get a story, not just a sales pitch.

Another brand that took a similar approach on X is Budweiser, that leveraged emotion and heritage to remind everyone of its staying power. 

When brands invest in authentic storytelling instead of just selling, they turn regular content into something memorable that truly connects.

Classics reinterpretation

One trend I’ve really enjoyed this year is seeing brands play with nostalgia and classic campaign themes—bringing old favorites into the now.

For example, Rocket Mortgage nailed this approach with their Facebook spot.

Instead of creating something totally new, they reimagined a familiar concept—giving it a clever, modern twist that instantly clicked with fans. For me, this kind of campaign is pure Super Bowl magic: it draws in longtime followers with a dose of nostalgia, but still feels fresh enough to get everyone sharing and talking. 

When you reinterpret a classic just right, you remind people why they loved it in the first place—and you make sure your super bowl social media posts stand out from the crowd.

Use of humor

Humor continues to be one of the safest—and smartest—bets for Super Bowl social media. Pepsi leaned fully into this strategy with its 2026 Super Bowl campaign, using playful, self-aware humor to make the content instantly entertaining rather than overtly promotional.

What works here is timing and tone. The humor doesn’t try too hard to be viral—it simply matches the spirit of the moment. During the Super Bowl, audiences expect to be entertained, and brands that embrace humor often earn attention without forcing engagement.

For me, this is a great reminder that not every Super Bowl post needs to be emotional or cinematic. Sometimes, making people laugh is the most effective way to make a brand memorable—and share-worthy—on the biggest advertising day of the year.

Super Bowl social media data: top-performing brands ranked

Most active brands during Super Bowl 2026

Every Super Bowl season, I’m always curious to see which brands truly commit to social—and this year, the differences in strategy were even more obvious. Some brands went all-in on volume and visibility, while others chose a lighter, more targeted presence.

Uber Eats clearly dominated the conversation through video. With a massive 34 posts on YouTube, paired with 4 Instagram posts and 5 tweets, their strategy leaned heavily into long-form storytelling and real-time buzz. It’s a strong example of how brands still see YouTube as the centerpiece of their Super Bowl campaigns.

TurboTax followed a similar video-first approach, doubling down on YouTube with 36 posts, while adding light support from Instagram (2 posts) and TikTok (3 posts). Once again, video proved to be the backbone of their Super Bowl social media strategy.

On the more balanced side, Michelob ULTRA stood out for its true omnichannel execution. With activity across Facebook (9 posts), Instagram (5), TikTok (3), YouTube (10), and Twitter (8), Michelob ULTRA maintained a steady presence everywhere their audience scrolls—showing consistency without overloading any single platform.

A few other brands made smart, platform-specific moves. Fanatics leaned into Twitter (13 posts) and Facebook (9 posts), likely capitalizing on real-time sports conversations, while Budweiser focused almost entirely on Twitter (15 posts), proving that even a single-platform strategy can work during a live event like the Super Bowl.

Meanwhile, brands like Rocket Mortgage, Oakley, and Ring opted for a lighter presence, choosing just a handful of posts across select platforms—enough to stay visible without going full throttle. And at the very minimalist end, Pepsi and Pringles made brief appearances with single uploads.

Overall, this year’s data shows that there’s no single winning formula for Super Bowl social media success—but brands that paired video volume with clear platform intent were the ones that truly stood out.

Top brands by views - Super Bowl 2026

If there’s one thing this Super Bowl season made crystal clear, it’s that video didn’t just win—it dominated across platforms. Brands weren’t simply posting for visibility; they were investing in high-impact video moments designed to stop the scroll and rack up serious views.

While YouTube remained a key stage, the real story is how performance varied by platform. Michelob ULTRA emerged as the undisputed video heavyweight, pulling in an impressive 79.3M YouTube views, alongside 16.2M views on TikTok and over 4.1M on Instagram. That kind of multi-platform video reach shows what happens when a brand commits to scale and distribution.

At the same time, TurboTax proved that TikTok can rival YouTube when the content clicks. Their campaign generated a massive 25M TikTok views, paired with 8.3M on YouTube, reinforcing the idea that short-form video is no longer just support—it’s a primary Super Bowl channel.

Other brands followed with platform-specific wins. Pringles leaned entirely into TikTok and still managed to drive 16.2M views, while Uber Eats balanced strong Instagram video performance (1.7M views) with over 6.4M views on YouTube and solid traction on Twitter.

Even brands with fewer social posts showed how far a single strong video can go. Budweiser generated 4.6M YouTube views and 3M Twitter views, while Rocket Mortgage crossed 1.8M YouTube views with minimal platform spread. Meanwhile, Pepsi made a brief but impactful appearance, pulling in 1.9M YouTube views from a single upload.

For me, the takeaway is clear: Super Bowl social media success isn’t just about being present—it’s about placing your biggest creative bets on video and matching them to the right platform. Whether it’s long-form storytelling on YouTube or high-velocity reach on TikTok, brands that treated video as the main event—not an add-on—were the ones that truly captured attention at scale.

Top brands by engagement - Super Bowl 2026

When I dug into this year’s Super Bowl social media engagement data, one winner is impossible to ignore: Pringles. With a massive 216.6K engagements on TikTok, they didn’t just lead the platform—they led the entire dataset. It’s the clearest example of how a single, well-executed TikTok-first moment can outperform broader, multi-platform strategies during Super Bowl week.

Right behind them, Rocket Mortgage proved that focus still pays off. Their campaign generated 81.7K engagements on Facebook and another 46.6K on YouTube, showing how a tightly concentrated strategy on high-attention platforms can drive serious interaction without flooding every channel.

Budweiser leaned into conversation-heavy platforms and saw strong results, especially on Twitter (62.1K engagements), alongside 50.5K on YouTube. It’s a reminder that Super Bowl engagement isn’t just about views—it’s also about real-time reactions, replies, and shares while the moment is happening.

Meanwhile, Pepsi delivered a solid YouTube performance, pulling in 48.7K engagements from a single platform. Even without a broader social footprint, the brand still managed to secure a meaningful share of attention through one strong video activation.

On the more distributed side, Michelob ULTRA showed steady engagement across multiple channels—Facebook (5.5K), Instagram (3.8K), and TikTok (9.9K)—reinforcing the value of consistency during a high-noise event, even if it doesn’t produce the biggest spikes.

Brands like Uber Eats, TurboTax, and Fanatics followed more selective engagement paths, finding traction primarily on Instagram and TikTok, while Oakley and Ring maintained a minimal but present social footprint.

What this mix makes clear is that Super Bowl engagement doesn’t follow a single blueprint. Some brands win by owning one platform completely, like Pringles, while others succeed by doubling down where their audience is already primed to engage, like Rocket Mortgage and Budweiser. During Super Bowl week, knowing where to play matters just as much as how loudly you show up.

Top brands by audience growth - Super Bowl 2026

One of the things that always impresses me during Super Bowl season is just how quickly brands can grow their audiences when the creative truly lands. This year, Pepsi stood out as the strongest follower-growth performer overall, driven entirely by YouTube, where the brand gained nearly 17.8K new subscribers. It’s a clear signal that one standout Super Bowl video can still translate into long-term audience growth—without needing a constant stream of supporting posts.

A close contender was Oakley, which added 17.7K followers on Instagram, even while losing followers on Facebook. That contrast highlights an important nuance: Super Bowl growth isn’t universal across platforms—it’s highly dependent on where the creative resonates most.

TurboTax delivered one of the most balanced growth performances. They gained 5.3K followers on TikTok, 5K on YouTube, and 3.3K on Instagram, showing how a focused, multi-platform video strategy can steadily build momentum beyond the event itself.

TikTok also proved to be a powerful growth engine for Pringles, which picked up 12.7K new followers, while brands like Michelob ULTRA and Fanatics saw moderate but consistent gains across Instagram and TikTok.

At the same time, the data shows that Super Bowl exposure doesn’t guarantee growth. Ring and Rocket Mortgage experienced mixed results, reinforcing the idea that follower growth depends less on visibility—and more on platform-fit and creative relevance.

For me, this is the real takeaway: Super Bowl social media campaigns can absolutely fuel rapid audience growth, but only when the creative hits on the right platform. When that alignment is there, one cultural moment can turn into tens of thousands of new followers long after the game ends.

Lessons learn from Super Bowl social media campaigns

Every Super Bowl campaign leaves me with new ideas and a better sense of what really works in the world of social. After soaking up this year’s best (and boldest) efforts, here are the takeaways that stood out the most for me:

• Quality beats quantity: The posts and videos that truly landed weren’t necessarily the most frequent, but the ones that felt the most inspired, timely, and relevant.
• Taking creative risks pays off: Brands that dared to try new storytelling formats, bold humor, or unexpected collabs were the ones I found myself remembering (and talking about) long after the game.
• Video is king: Once again, a single, standout piece of video content—especially on YouTube—had more impact on reach and audience growth than dozens of standard posts scattered everywhere.
• Nostalgia and fresh twists both work: Whether tapping into something classic or giving an old idea a new spin, the best Super Bowl social media posts managed to blend familiarity with surprise.

How to analyze a specific campaign, such as the Super Bowl, with Socialinsider?

When I want in-depth insight into a campaign as dynamic as the Super Bowl, I rely on Socialinsider’s Query Builder and content pillar tagging features. Here’s how these tools help me get right to the metrics that matter:

Socialinsider’s Query Builder lets me drill down into my social media data by creating custom content pillars using different queries, such as hashtags, or even keywords related to the campaign. 

After that is created, I can not only see the individual  performance of the posts belonging to that content pillar, but also get aggregated data to assess the campaign’s overall performance.

Methodology

For this Super Bowl Brands Performance Study, using Socialinsider, I analyzed social media posts between January 15 - February 8 2026 across major social media channels (Facebook, Instagram, TikTok, YouTube and X) to identify top-performing brands that participated in this event.

If you’ve ever wondered how to analyze social media data in a way that actually moves your brand forward, you’re not alone.

It’s easy to assume social media data analysis begins and ends with surface-level metrics, but the real value comes from digging much deeper: understanding your audience, knowing how your campaigns perform, and translating all those numbers into smarter strategies.

In this article, I’ll walk you through how I approach analyzing social media data, the tools I rely on, the strategies that help me make every insight count and some tips I got from Dominic Edmundson, social media lead at 28Digital.

What does social media data analysis represent?

Social media data analysis represents the structured process of collecting, examining, and interpreting data from your social networks to answer questions about your audience, your performance, and your market.

Instead of stopping at counting likes and shares, analyzing social media data means uncovering deeper insights— evaluating campaign effectiveness, and truly understanding how your content resonates.

At its core, the analysis of social media data is about turning raw numbers—like engagement rates, impressions, or follower growth—into clear narratives that explain what’s working and what needs a fresh approach. It empowers teams to move from generic reporting to actionable social media strategy analysis, giving you confidence that your next steps are built on evidence, not guesswork.

This approach to social media analysis allows brands to move beyond assumptions and use real insights to guide every move.

How does a social media analysis help make better marketing decisions?

Effective marketing decisions rely on facts, not just intuition. By consistently analyzing social media data, you unlock several advantages that push your strategy ahead of the competition:

• Prioritize your top-performing social media channels: Social media channel analysis reveals where your brand gains the most engagement, helping you focus your resources for maximum impact.
• Set industry-specific benchmarks and compare your performance: Running a social media brand analysis lets you measure your progress against competitors, giving you a clear understanding of your position within your industry.
• Understand what content your audience prefers: Through a social media content analysis, you can easily identify which topics and formats resonate most, so you can continually refine your strategy.
• Spot emerging trends in your niche or industry: Analyzing social media data helps you stay ahead by revealing new themes and content patterns gaining traction.
• Prove your social media ROI: The analysis of social media data will help you connect your efforts to business goals, demonstrating the true value of your social campaigns.

How to do a social media analysis?

Conducting an effective social media analysis doesn’t need to be overwhelming—especially with tools like Socialinsider at your side.

Cross-channel performance analysis

One of the most powerful ways to analyze social media data is through cross-channel analysis. Instead of looking at each platform in isolation, this approach brings all of your social networks together for a truly holistic view.

With Socialinsider, you can get aggregated data across channels—seeing high-level trends and performance at a glance.

But the magic doesn’t stop there. Socialinsider’s social media analytics platform also offers detailed breakdowns for key metrics: audience growth, engagement rates, and organic value, so you can see exactly which channels are delivering the strongest results.

This kind of analysis of social media data is essential for understanding your overall brand health and finding hidden opportunities.

When I asked Dominic what his social media analysis process looks like, he told me:

There are four different layers that I tend look at, and those would be: engagement, performance, audience, and then the content as well.

Campaign analysis

When it comes to analyzing social media performance data, it’s critical for me to understand the impact of each individual campaign—not just my overall presence.

That’s where Socialinsider’s Query Builder comes in handy. With this feature, I can easily tag and organize my content according to specific campaigns, product launches, or themes, making campaign analysis both efficient and precise.
By using content tagging, I can group posts based on hashtags, keywords, or custom tags that match each campaign.

The Query Builder takes the guesswork out of the analysis of social media data by letting me filter and compare results across different timeframes and platforms.

With Socialinsider, I’m able to answer critical questions in my social media content analysis:
- How does my latest campaign perform across channels?
- Which posts within a campaign are driving the highest engagement?
- Is my campaign resonating differently with audiences on each platform?

This specific approach to social media campaign analysis ensures that I’m not only reporting on overall brand performance but also optimizing strategies for future campaigns.

Competitive analysis

Competitive analysis is essential when it comes to truly understanding your position in the social landscape. Rather than analyzing social media data only in isolation, smart brands turn to benchmarking to compare performance against both direct competitors and industry leaders.

Socialinsider makes competitive analysis remarkably straightforward and insightful.

What I particularly like about it is its in-depth benchmarking features, which allow you to line up your social performance—across channels and metrics—side-by-side with competitors in your market.

By leveraging this type of social media data analysis, you quickly spot what you’re doing well and pinpoint areas where your approach could be refined.

With Socialinsider, you can unlock vital metrics such as:

• Audience growth: See whether you’re gaining followers at a pace that matches, exceeds, or lags behind your competitors.
• Engagement rates: Discover which brands in your niche are truly connecting with their communities, and determine what drives their success.

Here's Dominic's insight as well:

It’s always useful to keep an eye on competitors to spot potential blind spots or obvious gaps. You can also look at who’s engaging with their content and whether that’s the audience you actually want to attract. High engagement alone isn’t meaningful if it’s not the right audience, which is why it’s important not to get distracted and stay focused on your own strategic goals.

• Content performance breakdowns: Analyze which post types and formats or content pillars are most effective for you and your competitors.

• Organic value: One of Socialinsider’s standout features (and one of my personal favorites, I might add), Organic Value provides a data-driven estimate of what your unpaid (organic) social activity is truly worth, giving you a powerful way to demonstrate ROI even if you’re not heavily investing in paid campaigns.

Bringing in the value of competitive insights with the leverage between social actions and business value, I personally believe that Socialinsider’s competitive analysis is truly impactful, offering the ability to prove your social strategy with data that leadership wants to see.

By presenting how your growth compares to key rivals— leadership gets exactly what they need: objective insights that validate your efforts, support your recommendations, and justify further investment in your strategy.

And here's Dominic's addition

It’s important to benchmark performance on a quarterly or biannual basis, depending on your resources, to identify opportunities and refine your strategy. Social media is constantly changing, but you can’t react to every short-term fluctuation. If you do, you lose focus. The key is finding a balance between adapting and staying committed to the strategy you’ve developed.

What tools to use for an effective social media analysis?

Choosing the right tools is half the battle when figuring out how to analyze social media data efficiently. Here are the platforms I rely on for thorough, efficient social media data analysis across all stages of my performance report creation.

Native analytics for audience data

While advanced analytics platforms are invaluable for deep and cross-channel analysis of social media data, I always make room for the native analytics dashboards provided by each platform.

For example, if I want to analyze social media data by age, gender, location, or even active hours, the native dashboards are my go-to solution.

Lastly, here's Dominic's opinion:

Using native analytics tools on each platform is essential because they allow you to understand your audience in much greater depth. Since these tools are built into the platforms themselves, they often provide insights you can’t get from third-party tools. Whether it’s LinkedIn, TikTok, or Instagram, each platform offers robust analytics—although it’s easy to get lost in the data.

Socialinsider for in-depth content and competitive analysis

I need to be honest with you. For me, at the core of any social media strategy analysis is Socialinsider. And that's because its robust dashboard lets me quickly analyze social media data at both the macro and micro level, whether I’m doing a thorough social media brand analysis or a granular social media content analysis.

What I like most about this social media analytics tool is how seamlessly I can compare performance across channels, track organic value, and benchmark my results against key competitors.

And I need to say that thanks to its Executive Summary and now AI assistant, I don’t just get access to performance numbers, but understand exactly what’s driving results.

With Socialinsider, analyzing social media data is less about guesswork and spreadsheets, and more about making confident, data-driven decisions that truly move my strategy forward.

GA4 – for tracking social media traffic and conversions

Analyzing social media data doesn’t stop on the platforms themselves. And for this analysis part, I turn to Google Analytics 4 (GA4), which helps me understand how my social efforts translate into website visits, actions, and conversions.

With GA4, I can analyze social media traffic to see which posts or channels are driving real business outcomes, making my analysis of social media just as valuable to my wider marketing goals.

Final thoughts

Here are some honest thoughts: at the end of the day, effective social media data analysis isn’t just about reports; it’s about answering the questions that matter, optimizing content and campaigns, and making decisions that actually move the needle.

By regularly reviewing and breaking down the numbers, I’m able to stay proactive, adjust campaigns in real time, and demonstrate clear ROI from my efforts. The ongoing process of analyzing social media data also gives me the clarity and confidence I need to push for bold ideas and continuously improve—making every campaign smarter than the last.

FAQs about social media analysis

How to do a social media content analysis?

The key steps to follow during a social media content analysis are:

• Analyze and interpret the data to find patterns, trends, and meaningful insights.
• Organize the findings in a report.
• Leverage the insights obtained to make informed decisions and implement changes in your strategy.

What should a social media analysis report include?

A social media analysis report should cover all the metrics that matter for the brand you're analyzing. For some, it may be engagement, for others follower growth or demographics insights.

Do you always feel like haunting Instagram trending audios? Well, who’s not?

New trending Instagram songs emerge every week, and it has become a constant battle to find the perfect one that can increase your brand's visibility.

Since Reels is one of the top-performing content types on Instagram in 2024, staying up-to-date with the current trending audio on Instagram is an ace up your sleeve.

I know the process can be exhausting, and you don’t have much time; as a busy marketer, you are! But don’t worry, you are in the right place.

Here, you’ll find the latest viral sounds on Instagram, and you can start integrating them into your Instagram strategy to boost brand awareness.

Let's hop on!

How do you find trending audio on Instagram for your Reels?

No worries if you missed the viral Instagram songs from last week! You can always seek new ones because it never ends; that’s the beauty of it.

Below, you’ll find all the ways to search and choose the best songs for your Reels and stay ahead of the game.

• Instagram’s search feature

The easiest way to find Instagram trending audio outside of recommended options is through its search feature.

1. Tap on the Search Bar at the top of the page and type “trending songs” or “trending audio.” Depending on your needs, you can also try something more specific, like “aesthetic songs” or “skin-care routine.”
2. Now, you can tap the Audios and Tags filters at the top of the page and scroll until you find the perfect one for your Reel.

• Instagram’s Creator Account

This account is pure gold, updated with new trends and resources from Instagram creators to everyone who wants to master their Instagram strategy.

Usually, they post new trending sounds, plus editing tips. So you’ll get more than what you came for!

• Instagram’s trending audio list

This feature is only available in the US and on the Instagram mobile app, but it’s worth noting. Hopefully, it will be available for everyone one day!

You need a professional Instagram account to view reel trends.

Then, tap the three-dot icon on your profile and select Reels Trends—Select reels from Audio or Hashtags.

If “See what’s trending on Reels” first appears on your profile page, you can tap on the button to enter the Reels Trends destination and start discovering the latest trending audio.

• Trending Reels on Instagram

I know that I said that your process will be simplified, yet sometimes, you just have to be chronically online.

I'm kidding, but the Trending Reels page is a perfect spot to find viral audio on Instagram. Scrolling is a big part of your job, so let’s start making it great again!

1. Tap the Reels icon using the button on the right of your Instagram page.
2. Scroll through the page till you find the best songs for your Reels.
3. On the left button on the video you choose, tap the name of the trending song and the artist.
4. You can see how many times this song has been used, and if it’s worth it, save it for your Reel.

• Your competitor's Instagram page

Believe it or not, your competitors are a great source of inspiration when it comes to trending Reels audio. Spy on their page and check how they make use of the latest trending sounds on Reels and how they integrate them into their strategy.

Then, you can apply the strategy to your own Reels or devise something new to stay ahead. With Socialinsider, you can filter your competitors' content and see what audio for Reels they use.

Plus, you’ll get to know the performance of the post and see if it’s worth using it.

You can also sort by specific keywords if you already have a sound chosen or a hashtag.

Trending Instagram Audio in 2026

You probably figured out there is no secret to finding the most trending Instagram song.

Still, following everything from above and having a special eye for spotting trends, I craft a list of current trending Instagram audio, which will be updated monthly.

Trending Instagram audio for Reels in January 206

“All The Things She Said” — t.A.T.u

A high-impact, dramatic throwback that creators use for intensity-driven edits—gym clips, sports training, bold transitions, or “hard launch” moments (new look, new habit, new mindset). It’s often cut to emphasize the song’s punchy build and emotional edge.

The track has built-in drama. Even simple footage feels more intense when paired with it, which is why it performs well for fitness and “push through it” content. Plus, the throwback factor makes it shareable—people recognize it immediately and get the vibe without explanation.

“Lush Life” — Zara Larsson

A throwback audio creators use for “new year, new energy” Reels—usually glow-ups, outfit changes, “reset” routines, or a mini montage that feels like stepping into a better version of yourself. The hook is upbeat and instantly recognizable, so it works well with quick cuts and confident on-screen text.

It’s nostalgic but still feels fresh—people love a familiar pop hit when it matches the moment (January = motivation + identity refresh). It also naturally supports transformation pacing: you can build from “before” to “after” without needing a complicated storyline.

Trending Instagram audio for Reels in December 2025

“Tis the Season”

A common original-audio label used for holiday Reels: creators attach “’Tis the season” (sometimes spoken, sometimes part of a short music bed) to skits, decorating clips, holiday recap moments, or “Christmas mood” montages. You’ll see it appear as “Original audio” with the caption/theme doing a lot of the framing.

My recommendation? Use it as a light “season switch” audio: before/after (regular mode → holiday mode), behind-the-scenes (holiday prep), product-as-a-ritual (gift wrap, stocking stuffers, winter menu launches). It works best when the visual tells the story quickly and the caption ties it to a familiar holiday moment.

“Do They Know It’s Christmas?” (Band Aid)

This is a holiday throwback audio creators use for either heartfelt “it’s the season” montages (tree lights, family moments, choir/band clips) or ironic holiday humor (stress, chaos, overspending, tangled lights).

It’s instantly recognizable, strongly seasonal, and has a built-in emotional arc but it also has enough cultural baggage/nostalgia that people can use it straight or flip it for irony

Trending Instagram audio for Reels in November 2025

“I Run” – Haven

This audio is trending across day-in-the-life content, movement clips, and aesthetic morning routines. Creators use it to soundtrack productivity, momentum, or getting things done—think gym moments, school rushes, or work prep sequences. The rhythm is steady enough to sync clips together, making it a go-to sound for showing flow and forward movement.

“I Run” works beautifully for any routine-based storytelling. Beauty and skincare brands can pair it with morning rituals, fitness brands can use it for workout sequences, and productivity apps or planners can integrate it into “start your day with us” visuals. Its pacing makes it ideal for simple multi-clip edits that show progression or transformation.

“Your Love” – Nicki Minaj

A high-energy revival of Nicki’s classic hit, this audio is trending for dramatic reveals, outfit transformations, big announcements, and those satisfying “aha” moments creators love. Its instantly recognizable hook makes any reveal feel bigger and more confident.

Perfect for launches, product drops, bold before-and-after moments, or revealing a refreshed campaign. Beauty brands can use it for makeup transitions, fashion brands for outfit reveals, and tech or lifestyle brands for “surprise update” edits. The track's upbeat tempo adds excitement and memorability to any reveal sequence.

Trending Instagram audio for Reels in October 2025

Who's Calling?

A trending audio format where creators film a subject or scenario and overlay the line “Who’s calling?” (or a version thereof) as a transition cue. The setup typically shows something ordinary or “before,” then a cut or switch happens when the audio hits—revealing the “after,” the shift, or the punchline. For example: a clip of someone cleaning → audio “Who’s calling?” → reveal of a stunning makeover.

It’s effective because it builds instant curiosity (“Who? What’s happening?”) and promises a payoff.

Happy Girl Era

This trend is all about embracing joy, confidence, and small wins. Creators use this audio to share what happiness looks like for them — from quiet morning routines to celebrating personal milestones or simply feeling good in their skin. It’s uplifting and deeply relatable.

The trend taps into that universal moment when you decide to show up for yourself — no big glow-up, just a shift in energy. It’s empowering without being performative, which makes it easy for audiences to connect with and remix.

This trend is made for feel-good storytelling. A beauty brand could show someone getting ready for a night out, calling it their “happy girl era glow.” A fashion brand might use it to spotlight bold, confidence-boosting outfits. Even a wellness brand could join in with calming routines or daily affirmations. The key is to make it personal — show what happiness looks like through your brand’s lens.

Don’t Talk to Me, I’m Romanticizing My Life

A revived audio trend where creators use cinematic or dramatic music to highlight everyday moments — from sipping coffee to commuting — as if they’re in a movie scene.

It gives people permission to see and share beauty in the mundane, turning relatable routines into aesthetic content. The effect is uplifting and aspirational, making viewers stop and feel the moment.

Brands can lean into this by spotlighting everyday rituals tied to their product. For instance: a skincare brand showing a morning skincare routine, a café showing the first pour of the day, or a home-goods brand capturing a cozy corner. The key is the vibe—quiet, authentic, visually engaging—and the audio does the heavy lifting of mood.

Trending Instagram audio for Reels in September 2025

I Love Stuff

This trend is all about celebrating the little things. The audio repeats “I love stuff” while users film their shelves, favorite collections, or random items that bring joy. It leans into cozy, sentimental content that feels like showing a friend your treasures.

It’s a natural fit for showcasing product lineups. Think beauty brands showing seasonal kits, fashion brands highlighting accessories, or lifestyle companies filming a shelf filled with curated items. It’s about sharing enthusiasm rather than selling — and that authenticity resonates.

Oh Boy

This is a sarcastic audio clip used as a reaction to moments of frustration, irony, or surprise. Creators often pair it with eye-rolls or captions describing situations where things don’t go as expected.

It’s perfect for poking fun at misconceptions or industry quirks. A coffee brand might use it for the “decaf slander,” or a SaaS company could roll it out when someone still insists spreadsheets are enough. The sarcastic tone makes it versatile and funny without needing much setup.

I have therapy

An audio trend where someone excuses themselves with “I have therapy,” blending a serious message about mental health with a lighthearted twist.

Wellness, beauty, or lifestyle brands can adapt it to highlight self-care routines (“I can’t today, I have skincare”), promote downtime, or show the importance of balance in daily routines.

Trending Instagram audio for Reels in August 2025

Don’t Do It

This trend consists of a comedic audio capturing that moment when logic says, "don't do it," but desire overrides. It is commonly used in videos of minor indulgences, like buying that extra snack, binge-watching, or impulse purchases.

Within this trend, relatable humor meets quick gratification. It is perfect for brands showcasing impulsive buying products (“Treat yourself—just once!”), that gives that excitement when having. guilty pleasure.

You can use the sound with a quick transition or zoom when the temptation strikes—like grabbing cookies or telling your boss something he doesn't want to hear.

Choose One

A trending audio that brands can use to stage playful comparisons between two choices—like ‘classic product or new launch’ or ‘office perks or work-from-home.’ The sound creates a lighthearted setup for showcasing options, often timed with a countdown or dramatic reveal to spark audience engagement

Brands can use the “Choose One” audio to stage playful comparisons that spotlight their products or services in a lighthearted way. By leaning into the fun of decision-making, companies can invite their audience to weigh in and boost engagement through comments and shares.

I Respect Your Opinion

A sarcastic-sounding audio used to mimic polite disagreement. Paired with expressions like eye-rolls or side glances, it adds humor when reacting to absurd takes.

With the “I Respect Your Opinion” audio, brands can playfully acknowledge differing viewpoints while adding a layer of humor.

A coffee brand might use it to poke fun at the tea vs. coffee debate, while a fitness studio could joke about “morning workouts vs. evening workouts.”

By leaning into these lighthearted rivalries, businesses can create relatable content that sparks conversation without taking sides.

The Summer I [Blank]

This nostalgic audio is perfect for brands looking to wrap up the season with storytelling.

It taps into nostalgia, storytelling, and seasonal resonance. Ideal for recap content, travel brands, education accounts, or any visual storytelling that connects emotionally with viewers.

Lifestyle and wellness companies could use it to showcase seasonal milestones like fitness goals or self-care moments. The format encourages audiences to reflect and engage by sharing their own summer stories.

Trending Instagram audio for Reels in July 2025

“You look happier” overlay text  

Currently a favorite in Instagram Reels trending audio content, this trend uses the overlay text “You look happier” + "You belong with me" by Taylor Swift sound, followed by a funny or heartfelt “Thanks, I’ve…” punchline. 

It’s often ironic: like “Thanks, I’ve spent $200 on stuff I don’t need”, but can also be sincere. This trending audio for Instagram Reels fits brands that want to blend relatability with subtle product promotion. 

For example, a skincare brand could use: “Thanks, I’ve finally found a serum that works” with a visual of the product in use. It’s light, scroll-stopping, and one of the best songs for Reels this week.

“Illegal”

The “Illegal” sound is part of a trending Instagram audio format that’s all about chaotic agreement. 

You and a partner (or just you and your mirror-self) lip-sync to the sound, dramatically shake hands, and show something that’s oddly satisfying, controversial, or just plain funny. This is a hit in current trending Instagram audio because it creates highly relatable content. 

For brands, this is perfect for playful, culture-savvy posts. Example: “Sleeping 8 hours” + “Having time for content planning” = illegal handshake. It’s simple, visual, and ideal for brands leaning into Instagram trending videos with a funny twist.

My dream date. Cute.

Soft, aesthetic, and going viral, “My dream date” is one of the most trending audios on Instagram today. 

People are using this sound to show their ideal date in video or photo form, often with cozy, romantic visuals. It’s a natural fit for lifestyle, fashion, or food brands. 

Overlay the sound on a video of someone walking through your shop, sipping a drink, or unboxing a product, and caption it: “My dream date: iced coffee + browsing [brand]’s new arrivals”. This trending music on Instagram is all about mood, so don’t overthink it, just make it cute.

Trending Instagram audio for Reels in June 2025

Lorde- What was that

Lorde is back and she’s bringing the trends. This trending audio on Instagram is blowing up, with creators either lip-syncing to the moody lyrics or using it as a background for cinematic reels.

If you're looking for viral Instagram songs to add a mysterious, artsy vibe to your content, this one’s your go-to.

Rock your body

This trending audio on Instagram started on TikTok and is now all over Reels. People use it for a fun, confident dance, usually with cool transitions or outfit changes.

If you want to join the vibe, this popular reel song is perfect for showing off your moves.

The front? Stunning!

This viral Reel sound is perfect for showing off. Whether it’s a product reveal or your best outfit, just follow the lyrics and pop up on the screen. Both brands and creators are using it to make bold, eye-catching content.

Want to be on the Instagram trending audio list today? This one’s a strong pick.

Justin Bieber- Baby

This remix is a trending audio for Instagram Reels that brings back major nostalgia...but with a twist.

The remix adds a beat that’s perfect for smooth transitions, outfit changes, or glow-ups.

Final Thoughts

Even though it can be quite simple to follow current Instagram Reels audio trends, nailing down your marketing game plan and finding your unique voice are key.

Make use of all the top trending audio on Instagram as much as is suitable for your business; don't do things just because everyone else is doing it.

It's important to stay relevant in this rapid transition of trends and updates in social media, so hopefully, the examples provided will help you earn well-deserved glorious brand awareness.

And remember: These audios and trends are always coming and going so fast. Your creativity and strategy are here to stay! Protect them at all costs.

In the highly captivating world of TikTok, things move fast. Being the birthplace of viral content nowadays, TikTok is the place to check when you want to discover ideas on how to get in front of your target audience.

As a marketer, you can easily get overwhelmed by the great amount of TikTok trends that are born all of a sudden, we know. So, to simplify your research process, we've curated a list of the hottest TikTok trends that you can integrate into your strategy to boost your brand awareness. Let's dive in!

Viral TikTok trends to try

Businesses leveraging TikTok marketing could spice up their strategy with the following trends to capitalize on the hype around a trend, increase brand visibility, and diversify the content you create for social media in terms of themes and concepts.

TikTok trends in January 2026

Just Not Today

This TikTok trend highlights a mood-driven caption/voiceover format where the creator acknowledges a goal or responsibility—then casually opts out: “I should do it… just not today.” It’s usually paired with cozy visuals, comfort behavior, or low-energy honesty (staying in bed, slow morning, comfort food, avoiding admin tasks).

My tip? Use it to normalize real-life behavior. Wellness brands can position rest as healthy (“gym… just not today—stretching counts”). Food brands can lean into comfort. SaaS and productivity brands can flip it into “manual work… just not today” and show the shortcut (automation, templates, one-click actions).

#CleanTok Reset Aesthetic

A TikTok trend centered around a cleaning/reset format where the whole video is built around restoring calm: clearing clutter, wiping surfaces, organizing drawers, “Sunday reset,” restocking, making the bed, resetting a workspace. The vibe is usually soothing and satisfying—either ASMR-adjacent or sped-up “before/after.”

This is extremely brand-compatible. Home, cleaning, storage, and appliance, or even beauty and fashion brands can use it directly.

TikTok trends in December 2025

Jon Hamm “Turn the lights off” clip

A trend built around a clip of Jon Hamm dancing euphorically in a crowded club, used as the payoff moment. Creators set up a “before” (tired, stressed, drained, stuck at home) and then hard-cut to Jon Hamm dancing to represent the feeling of release, nostalgia, or pure joy. It’s a perfect visual metaphor: the clip is instantly expressive and universally readable. Even without context, you understand the “switch” from low-energy reality to high-energy freedom—and that contrast makes the format super remixable.

Use it as a “mood shift” device: the moment your product kicks in. Coffee brands (before caffeine vs after), beauty (before getting ready vs after), travel (office vs airport), apps/tools (manual chaos vs automated bliss).

Wabi-sabi trend

A TikTok format where creators point out something “imperfect” about themselves or their life (crooked teeth, acne, messy home, uneven eyeliner, imperfect results) and reframe it as wabi-sabi—the idea of finding beauty in imperfection. It pushes back against perfection culture in a way that still feels TikTok-native—simple, honest, and emotionally resonant. The trend is basically an instant self-acceptance story in one beat: “Here’s the thing I used to hide → actually, it’s part of what makes it real.”

How can a brand use it? Well, this trend is ideal for “real-life” positioning. Beauty/skincare can spotlight texture and realistic results; fashion can show styling mishaps turned into personality

TikTok trends in November 2025

All That Trouble Just to End Up With

This trend revolves around the irony of putting in a huge amount of effort only for the final outcome to be unexpectedly simple, anticlimactic, or even obvious. Creators use it to highlight emotional journeys, chaotic decisions, or exaggerated struggles that lead to a surprisingly mundane or humorous payoff. It works because it taps into a universal feeling — that sense of “after everything, this is where we landed?” — making it instantly relatable and often funny in a low-effort, storytelling-forward way.

Brands can use this trend to spotlight the pain points customers face before discovering their product or service. For example: showing a complicated routine → “all that trouble just to end up with…” → your product simplifying everything. It’s also great for behind-the-scenes content, showcasing development processes, or even poking fun at industry challenges. It’s a flexible, narrative-driven format that can work for skincare, tech, productivity tools, food brands, and more.

Read the Text and Move On

This trend focuses on creators sharing an odd, awkward, or unhelpful text message and pairing it with the idea that sometimes the best response is… no response. The humor comes from the restraint — instead of big reactions or emotional spirals, the creator simply acknowledges the text and decides to “move on,” making the anti-climax the punchline. It resonates because digital communication is full of these moments, and the understated shrug feels refreshing and relatable.

Brands can use this trend to address FAQs, misconceptions, outdated advice, or typical customer frustrations in a playful way. A brand might display a text like “Isn’t this too expensive?” or “Does this even work?” and then simply “move on” to showcasing value, results, or product benefits. Service-based brands can use it to poke fun at industry clichés, while product brands can contrast “the text” with a clean, confident reveal. It’s a simple, high-engagement format that humanizes the brand without needing elaborate storytelling.

TikTok trends in October 2025

Your Boss Follows You On Social Media

A relatable TikTok trend where creators dramatize the moment their boss starts following them — cue panic, awkwardness, or an instant “professional” switch in tone. It’s funny, universal, and taps into the blurred line between work and personal life. The humor lies in the overreaction — checking old posts, deleting stories, or pretending to be wholesome.

Perfect for showing brand personality or workplace culture. A tech startup might joke about “when the CEO likes your meme post,” or a fashion brand could flip it to “when your boss wears the outfit you designed.” It humanizes the brand while keeping things playful.

#HiddenTalents

A lighthearted trend where creators reveal a “hidden talent” — anything from singing or dancing to juggling office supplies or sketching during lunch breaks. Some genuinely impress, while others fail hilariously, making it both entertaining and authentic.

This trend is all about surprise and relatability. Viewers love seeing unexpected sides of people they follow, and the mix of humor and vulnerability makes it easy to engage with. The trend celebrates personality over polish — a perfect fit for TikTok’s playful tone.

It is ideal for humanizing teams and communities. A company could spotlight employees’ fun or quirky skills, while a lifestyle brand might show creators trying something new with their products. It’s a great way to connect with audiences by showing the people — not just the product — behind the brand.

AI Elevator Trend

Creators are using AI to imagine themselves stepping into the elevator of their dreams — usually a glossy, futuristic space where they just happen to share a ride with their favorite celebrity. The result? Hyper-realistic images that look like high-fashion editorials or scenes from a sci-fi movie.

This trend represents the perfect mix of fantasy and fun. The trend plays on that “what if?” feeling — what if you bumped into Beyoncé on your way to the top floor? It’s also incredibly visual, which makes it stand out in the feed and easy to personalize with a single AI prompt.

I'd say it would work amazingly for fashion, beauty, and tech brands. You can turn the elevator into a metaphor for growth, transformation, or next-level innovation. Think: “Elevate your style,” or “Your upgrade starts here.” It’s creative, futuristic, and instantly scroll-stopping — no actual elevator required.

TikTok trends in September 2025

Upside Down

A gentle, feel-good audio trend where users pair the track “Upside Down” with wholesome, nostalgic, or comforting visuals. Think of pets being silly, family moments, or simple scenes that evoke “small joys.”

It taps into an emotional need for calm and positivity. Nostalgia and soft vibes perform well because they make people stop scrolling, smile, and feel a sense of connection. It’s “shareable comfort” in video form.

Fastlane

This trend uses the upbeat, fast-paced “Fastlane” audio to create quick product transitions or before-and-after reveals. Each beat of the music syncs with a new visual—often showing multiple outfits, angles, or use cases in rapid succession.

It is a great approach for product reveal with fast transition videos and is especially effective for brands with a wide product range or content that benefits from variety.

#BackToRoutine

Through this seasonal hashtag trend, creators share how they’re resetting after summer. It often features day-in-the-life edits, productivity tips, and small rituals that mark the transition into fall.

With September naturally signaling “back to school, back to work, back to structure"vibes, audiences are already in this mindset, making it an easy hook for engagement.

TikTok trends in August 2025

K-Pop Demon Hunters

Inspired by a Netflix animated film, this trend draws on K-Pop songs like “Golden” and “Soda Pop” to create dance or content inspired by fandom energy and dramatic themes. It's a great trend for brands that want to show they are staying on top of pop culture moments.

Sorry we’re late, they were throwing a fit

This is a trend where creators walk in slow-motion like a runway, paired with the caption “Sorry we're late, they were throwing a fit.” It’s perfect for fashion reveals with dramatic flair and humor.

Turning myself Into a [Place] 10

Creators use a transformation format, lip-syncing to Foxy Brown’s “Candy,” then snaps into a new look or persona representing a location-based “10.” It’s quirky, cinematic, and can be easily used by brands that want to emphasize before and after usage, showing how the company helps users make their lives shine more.

TikTok trends in July 2025

Swan Lake

One of the top trends on TikTok right now, this one starts with the calm, dramatic music from Swan Lake. As the music shifts into something chaotic, so does your face. The caption changes too, from something happy to something chaotic or annoying.

Example: “When you're finally relaxing… and remember tomorrow’s Monday.”

Come on Barbie, let’s go party

This new TikTok trend has people acting out both voices from the iconic Barbie song. Add a quirky dance or dramatic expressions.

 Whether solo or with your team, it's a great one for brands with personality, and a chance to show the humans behind the scenes.

Nothing beats a JT2 holiday 

This one’s all about posting your funniest fails, missed transitions, bad dance moves, and messy behind-the-scenes clips. 

It’s been trending on TikTok in the past 2 months and it’s probably the most used and known sound of all time since TikTok. 

You remember something…

This hot TikTok trend shows you vibing or doing something chill…then BAM, you remember a chore or a problem. Cue instant regret.

Try relatable moments like “Packing for vacation… then remember you forgot to schedule a post.” It’s great for travel, lifestyle, and productivity brands. 

How can you find TikTok trends?

Trends may come and go, but it's essential to consistently seek out new ones to keep your content fresh and engaging.

Leveraging TikTok trends effectively can significantly boost your brand awareness and audience engagement over time.

Instead of being chronically online, which can be challenging, there are simpler methods to discover new TikTok trends.

• TikTok Creative Center

The Trend Discovery feature within TikTok's Creative Center is a helpful tool for identifying trends and staying updated.

First, you have to select the location. By selecting your target country, you can view a curated list of the platform's newest and most popular trends. Then, you can start searching through popular hashtags, viral audio and videos, and top creators' content.

For more inspiration, you can engage with the AI-powered Creative Assistant by simply pressing the “Show me what’s trending on TikTok” button.

• Browsing the “Explore” Page on TikTok

On the “Explore” page, you’ll find the most trending videos of the moment. You can select different categories, such as “Fashion,” “Beauty,” and “Food & Drink.” Click on each category to see the trends that are currently making waves in that industry.

As you look through the page, you'll notice certain styles or themes that keep showing up. These are trends you can use in your own videos.

While you are searching for new TikTok trends, don’t forget to have fun, be creative, and always try new things.

Final thoughts

Now that you’re caught up with the current trends on TikTok, all you have to do is put your inspiration and imagination to work.

Test the platform, implement some of the latest TikTok trends into your strategy for your new campaign, and monitor the changes you notice.

All these tips & tricks will help you adjust, adapt, and overcome any challenge that comes your way when it comes to your brand's TikTok campaign.

Collecting social media data sounds simple. Pull numbers. Read charts. Make decisions. Except it never works that cleanly.

Every platform plays by its own rules. Metrics look familiar but behave differently. APIs change without warning. Data disappears, reappears, or tells half the story. 

And you are left stitching screenshots, exports, and dashboards together, hoping nothing important slipped through the cracks.

Then there is scale. One brand. Ten platforms. Hundreds of posts. Thousands of signals to track, compare, and explain.

To make sense of this chaos, I spoke with Radhika Sarin, senior social media manager at Pure Storage. She shared how she navigates these data collection challenges in the real world and turns this data into important insights for their social media marketing strategies.

What does social media data collection entail?

Social media data collection is everything that happens before analysis even begins. It is the work of pulling raw signals from platforms and turning them into something usable, consistent, and reliable.

Here are the different types of data social media marketers need to collect:

• Account-level data: Follower growth, reach, impressions, profile visits, and audience demographics. This data shows how your presence is evolving over time and whether your audience is growing in the right direction.
• Content-level data: Post and video performance metrics like likes, comments, shares, saves, clicks, video views, and watch time. This is where you learn what formats, topics, and creatives truly connect.
• Campaign and time-based data: Performance by campaign, date range, posting frequency, or time of day. This layer adds context and helps teams compare launches, measure momentum, and spot patterns.
• Competitive data: Benchmarks, competitor growth, engagement rates, and share of voice. It answers the question every stakeholder asks. How are we doing compared to others?

All of this data comes with platform-specific definitions, formats, and limits. Collecting it also means storing historical data before platforms delete it, standardizing metrics, and preserving clean records teams can trust over time.

10 major challenges in social media data collection (and how to deal with them)

Here are common challenges of collecting social media data you may face and steps you can take to deal with them.

1. Platform limitations and API restrictions

Every social platform decides what data you get, how often you can pull it, and how deep that data goes. 

Some metrics simply do not exist at an API level. Stories, Lives, and Shorts often come with partial or no data, especially for competitors. 

Then there are platform-specific restrictions. Rate limits slow down large data pulls. Throttling kicks in when you scale. Certain metrics are only available for business accounts, verified profiles, or specific regions. 

On top of that, APIs change and there are always a lot of social media API access limitations to take care of. Endpoints get deprecated. Fields disappear. What worked last quarter quietly breaks this one.

Radhika talked about the same social media data collection issues when she said —

API restrictions mean we’re often working with ‘best available’ data rather than a complete record. Rate limits and short historical windows push us toward periodic snapshots instead of continuous trend lines, which makes things like seasonality, long deal cycles, or crisis baselines harder to prove

The biggest gap is what we can’t see: audience‑level detail (seniority, company size, true reaction breakdowns) and, in some cases, post‑level audience drill‑downs on platforms like LinkedIn.

The result is fragmented datasets and invisible blind spots that surface only when someone asks a hard question.

How to deal with it?

• Centralize data using third-party tools: Tools like Socialinsider aggregate data across platforms and preserve it historically, reducing data loss.
• Be explicit about format coverage: Document which formats are included and call out known gaps such as Stories and Lives in competitive reporting.
• Set expectations before reporting starts: Align stakeholders early on what the data can and cannot show to avoid surprises later.
• Add qualitative context where numbers fall short: Use creative reviews, comment analysis, and manual checks to complement missing quantitative metrics.

2. Data quality issues

Even when data is technically available, it is not always reliable. 

Social media datasets often arrive incomplete, with missing posts, partial metrics, or gaps caused by API limits and collection timing. 

Duplicate content can creep in through cross-posting, reposts, or repeated imports, quietly inflating performance numbers. 

Spam and bot-generated activity add another layer of noise, creating engagement spikes that look impressive but have no real impact. 

On top of that, platforms format and define metrics differently, making side-by-side comparisons misleading if left unchecked. These are all social media data quality issues that may make your analysis go haywire.

How to deal with it?

• Document report coverage clearly: Define exactly which platforms, accounts, formats, and metrics are included so stakeholders understand what the data represents and what it does not.
• De-duplicate content during data cleaning: Identify reposts, cross-posted content, and duplicate imports to prevent double counting and distorted performance trends.
• Flag and investigate abnormal spikes: Remove or annotate engagement surges that do not align with historical patterns, posting activity, or audience behavior.
• Prioritize higher-signal engagement metrics: Focus analysis on comments, saves, and shares, which are harder to game and more indicative of real audience interest.
• Avoid forced cross-platform comparisons: Keep platform-specific metrics separate when definitions differ, instead of merging them into misleading totals.
• Normalize performance with ratios: Use metrics like engagement rate or interactions per follower to enable fairer comparisons across platforms and account sizes.

3. Data fragmentation across tools and teams

You open three dashboards before your first meeting. Native platform analytics for quick checks. A scheduling tool for post-level data. A separate analytics platform for monthly reporting. By the time you reach the slide with ‘final numbers,’ you already know someone will ask why they look different elsewhere.

Social media data rarely lives in one place. It is spread across tools, exports, internal dashboards, and spreadsheets. Each source applies its own rules, time ranges, and metric definitions. 

The result is conflicting numbers, extra reconciliation work, and reporting conversations that focus on validation instead of insight.

How to deal with it?

• Consolidate data in a single platform: Use one tool like Socialinsider to collect and standardize cross-platform data, reducing discrepancies caused by multiple sources.

• Define a clear source of truth: Decide which tool or dataset owns official reporting numbers and ensure every team references it consistently.
• Align teams on metrics before reporting starts: Agree upfront on which metrics matter, how they are calculated, and which ones are out of scope to avoid last-minute debates and rework.

4. Privacy, compliance, and legal challenges

This one usually shows up quietly. You pull a dataset, everything looks fine, and then someone asks a simple question — Are we actually allowed to use this? That is when things get uncomfortable.

Social media data collection privacy compliance sits under real legal frameworks like GDPR and CCPA, along with each platform’s own terms of service. Not all data is fair game. 

Public metrics are generally accessible, while private data, personal identifiers, and anything behind permissions come with strict boundaries. Consent matters and so does how and where the data is stored. Ignoring these rules bring fines. But it also risks trust, both with users and stakeholders.

Here’s what Radhika had to say about this challenge —

Some common missteps I have seen include scraping or storing personally identifiable information against platform terms, keeping data for far longer than any policy allows, and moving data across regions without the right safeguards. Cross‑border compliance needs to be examined in detail; regulations and enforcement differ across countries, tools, and data flows, so what’s acceptable in one context may not automatically apply in another.

Compliance around social media data can easily be over‑corrected or under‑corrected, and both extremes distort touchpoints and attribution signals, leading to misleading views of what’s actually working at each stage of the funnel.

How to deal with it?

 to deal with it?

• Use tools with transparent data practices: Choose platforms that clearly document how data is collected, processed, and stored, and align with regulations like GDPR and CCPA.
• Avoid scraping and unofficial workarounds: If a platform does not provide a metric through official APIs, treat it as off-limits instead of finding creative shortcuts.
• Define data boundaries clearly: Document which data types are excluded from reporting, such as private profiles, DMs, or user-level identifiers.
• Make consent explicit and traceable: For owned accounts and campaigns, ensure consent mechanisms are clear, documented, and easy to audit.
• Train teams on compliance basics: Regularly educate teams on data ethics, privacy rules, and platform policies.

5. Data collection bias and accuracy problems

Even accurate data can point you in the wrong direction when bias creeps in. Here are some common biases you need to look out for:

• Sampling bias: Social data often reflects only active or highly engaged users, not the broader audience that scrolls, watches, and never interacts.
• Platform bias: Each platform attracts different demographics and behaviors, which means performance on one network cannot be assumed to translate to another.
• Algorithmic bias: Algorithms decide which content gets visibility, amplifying certain posts while quietly suppressing others regardless of quality.
• Temporal bias: The timing of data collection matters. Launch periods, holidays, trends, or viral moments can skew results if taken out of context.

How to deal with it?

• Focus on trends instead of individual data points: Look for consistent movement across weeks or months rather than reacting to one spike or dip that may be driven by algorithms or timing.

For example, I use Socialinsider to see the evolution of each metric over time. I can even click on the upticks or downfalls to see which posts resulted in them.

• Separate analysis by content format: Evaluate Reels against Reels and carousels against carousels so format-driven visibility differences do not distort insights.
• Standardize reporting windows across teams: Use the same time ranges for all reports to reduce noise caused by seasonal or event-driven spikes.
• Document data limitations and assumptions: Call out platform limitations, algorithmic influence, and sampling gaps so decisions are made with full context.

6. Limited access to competitor data

One of our customers mentioned their biggest reason to adopt Socialinsider — “I needed something I could actually show leadership and say, ‘This is what’s happening in our space.”

The truth is native analytics can give you a decent picture of your page’s performance. But you can only look at the wider picture like the number of likes and comments on your competitor’s account.

Some of the common challenges I faced before using Socialinsider were:

• No historical view of competitor performance: Most tools do not store competitor data over time, making trend analysis nearly impossible.
• No access to competitor reach or impressions: Visibility is limited to public engagement metrics, leaving major context gaps.
• Manual tracking workflows: Teams resort to screenshots, spreadsheets, and one-off snapshots that do not scale or stay consistent.

How to deal with it?

• Use competitive analytics tools built for public data: Platforms like Socialinsider track public competitor performance over time, making it easier to show trends instead of isolated snapshots.

You can even get a side-by-side metric comparison and observations on what you can improve moving forward.

• Consider competitor data in context: Radhika talked about considering not just numbers but taking other qualitative data to get the true picture of what’s happening in the industry.

She said:

The most reliable competitive signals show up consistently over time, like changes in posting cadence, content formats, campaign activity, and hiring patterns. Metrics such as engagement, followers, or sentiment need to be read in context and validated against launches, partnerships, analyst coverage, and pipeline signals. Any single metric, viewed on its own, can be misleading.

7. Overcoming historical data loss and gaps

You are trying to answer a simple question — Is performance improving or just fluctuating? You open the dashboard and realize the data only goes back a few months. The campaign you care about launched last year. The context is gone.

Most social platforms limit how far back data is accessible unless it has been stored externally. If a tool was not connected early enough, that history cannot be recovered. 

When teams switch tools or ownership changes hands, continuity breaks even further. What you end up with is a short window of visibility that makes long-term trends, seasonality, and progress hard to explain.

This means you’re left answering questions you don’t have the data for. How did we perform as compared to a year ago? What were the results of a similar campaign a couple years ago?

How to deal with it?

• Rebuild trends using historical estimates where possible: Tools like Socialinsider provide estimated historical data for metrics such as follower growth, helping recreate long-term direction.
• Create baseline snapshots during onboarding: Capture current performance when new tools or team members come in so future reporting has a clear reference point.
• Preserve historical context centrally: Store exports, benchmarks, and key reports in shared documentation to survive tool changes.
• Start collecting earlier than feels necessary: Historical data only matters once it is gone. Planning ahead avoids that scramble later.

8. Inconsistent metrics across platforms

Radhika talked about how metrics can mean different things across platforms. She said:

The language looks consistent across platforms, but the math underneath is not. Impressions, reach, and engagement are calculated differently, video views are counted at different thresholds, and click metrics often bundle multiple actions under a single label. Without normalizing these differences, cross-platform comparisons can be misleading.

For example, impressions on LinkedIn and TikTok are not counted the same way. Engagement might include clicks and saves on one platform and exclude them on another. Video views depend on time thresholds that range from autoplay to a few seconds to partial completion. 

When these numbers are stacked side by side, they look comparable, but they are not measuring the same behavior. That is how well-intentioned cross-platform reports turn misleading without anyone realizing it.

How to deal with it?

• Standardize metric definitions internally: Decide what each core metric means in your reports. For example, define exactly which actions count toward engagement and apply that logic consistently, even if platforms label things differently.
• Report with context: Avoid mixing absolute numbers like impressions or views across platforms. Instead, explain what each metric represents and why it is being used.
• Use platform-aware comparisons: Compare performance within the same platform first, then layer cross-platform insights only where definitions reasonably align.
• Document metric assumptions clearly: Add notes to reports that explain calculation differences so stakeholders understand the limits of comparison.

9. Overcoming time, scale, and manual effort

I have watched smart teams spend hours every month doing work that adds zero strategic value. Screenshots taken on the same day every month. Spreadsheets cleaned line by line. Metrics copied and pasted into decks, hoping nothing breaks along the way. 

Truth be told, it does work when volume is low. As soon as accounts, regions, or competitors increase, the process collapses under its own weight.

Radhika mentioned the same in our conversation.

Manual data collection works when the footprint is small and the questions are simple. It breaks down at scale, when teams need consistent historical views, real-time responsiveness, and the ability to connect social signals to business outcomes. At that point, the real cost is not time spent in spreadsheets, but inconsistent data, missed signals, and slower decisions. To do serious global social listening, and attribution work, you eventually need automation, integration, and clear data standards. Otherwise the analytics side can’t keep up with the scale of the activity.

How to deal with it?

• Automate recurring reports: Set up scheduled reports that land in your inbox every week/month/quarter, removing the need for monthly manual reporting. Socialinsider helps you do this easily with its Autoreports feature.

• Automate collection and insight generation: Use tools like Socialinsider to automate data collection and even surface insights through features like its Socialinsider AI assistant. You can ask questions to this assistant to get information and insights for your and competitor’s profiles.
• Standardize reviews with templates: Create monthly and quarterly templates so teams focus on interpretation and decisions instead of formatting and data cleanup.

10. Issues with big data

What happens when your data moves faster than your ability to make sense of it? The dashboard keeps updating, but the insight never quite lands.

At scale, social media data stops being scarce and starts being overwhelming. Metrics change by the minute. By the time a report is shared, the moment it was meant to explain has already passed. 

I have also seen spikes grabbing attention, viral moments stealing focus, and teams ending up reacting instead of thinking. 

How to deal with it?

• Compare performance period over period: Focus on week-over-week or month-over-month trends to understand direction and momentum, rather than reacting to live fluctuations.
• Flag anomalies without centering analysis around them: Call out spikes or drops as context, but ground insights in sustained patterns that reflect real behavior.
• Use rolling averages for stability: Apply rolling averages to smooth volatility in large datasets and surface meaningful trends.
• Sample data intentionally when volume is high: For massive datasets, sampling helps teams spot patterns faster without getting overwhelmed by a lot of data.

Final thoughts

Collecting social media data is really about getting the basics right. Clear definitions, consistent timelines, and systems that hold up as your accounts, platforms, and questions grow. When data is messy or biased, teams end up second-guessing numbers instead of using them. 

The fix starts with better foundations. Standardized metrics, reliable historical tracking, and tools that respect platform rules and privacy. 

If you want to collect social media data with compliance and less manual effort, Socialinsider is a solid place to start. Start your 14-day free trial to see your owned and competitor data in one place, spot trends over time, and make decisions without worrying about historical gaps.

At first glance, YouTube Shorts might seem like just another version of TikTok or Instagram Reels: quick, vertical videos designed for easy scrolling. But YouTube has always operated on a different wavelength—its culture, audience, and algorithms set it apart. Even though Shorts looks similar to rival formats, how your content performs (and spreads) on YouTube is a different experience. What works on TikTok or Reels doesn’t always translate, simply because Shorts lives by YouTube’s unique rules.

In this article, I’ll break down exactly how views on Shorts tend to accumulate—what you can expect after you hit publish, and why the “rules” here are different. We’ll also look at practical ways to help your YouTube Shorts get the attention they deserve.

How long does it take for YouTube Shorts to get views, according to data?

One of the most surprising things I’ve noticed about YouTube Shorts is how unpredictably the views come in. If you’re used to TikTok or Instagram Reels, you might expect most of your views to show up faster in the first days after publication. But YouTube Shorts often play by the opposite rules. Instead of getting most of their attention in the first days, Shorts can actually gain momentum much later

Let’s look at the numbers to see what I mean:

• 1-5 days after publication: 833 views
• 5-10 days after publication: 1786 views
• 10-15 days  after publication: 150 views
• 15-20 days  after publication: 555 views
• 20-25 days  after publication: 500 views
• 25-30 days  after publication: 3310 views

At first glance, Shorts sees a solid start—around 2,600 views in the first 10 days, on average. But then things slow down for a stretch. Here’s the twist: instead of slowly tapering off, there’s often a massive jump at the 25–30 day mark. Some Shorts get their biggest spike nearly a month after they go live, pulling in more views in those final five days than at any earlier point.

And that’s because YouTube is built on evergreen content. People aren’t just tuning in for the latest trend—they search, browse, and discover videos weeks, months, or even years after they’re published.  The algorithm is always experimenting, sometimes giving your Short a fresh push to new viewers weeks down the line.

So, rather than assuming your video is “done” if it doesn’t blow up in the first couple of days, the reality on YouTube is that patience is part of the process.

How to improve YouTube Shorts views?

Try different topics and formats

There’s no one-size-fits-all recipe for Shorts. What works for another creator (or even your last video) isn’t guaranteed to win with the next upload. The best way to grow? Treat Shorts like a creative playground. Play around with angles, story styles, formats, and subjects—experiment with quick how-tos, day-in-the-life snippets, funny moments, reactions, or even mini-vlogs. Pay attention to how each genre performs; sometimes the most unexpected idea is the one that takes off. Don’t be afraid to pivot or double down as you start to notice patterns in your analytics. Over time, your audience will let you know what they want more of—if you’re willing to test the waters.

Make your content loop seamlessly

One of the quirks of Shorts is that they auto-repeat, often without viewers even realizing. If your Short has a natural, satisfying loop—where the end flows right back to the start—people are much more likely to watch it multiple times. That can seriously boost your average view duration, which the algorithm interprets as a quality signal. To pull this off, end your Short with a shot, phrase, or moment that feels like it could lead right back into your opening.

For example: a magic trick that resets, a satisfying before/after reveal, or a repeated punchline. Even subtle loops work—just watch your Short on repeat and tweak it until nothing feels abrupt or awkward. The smoother the transition, the more “sticky” your video becomes.

Use A/B Testing with thumbnails and first frames

While Shorts are mostly auto-played in the feed, YouTube now sometimes shows thumbnails in search or on channel pages. Try small A/B tests by tweaking your titles, the first frame of your Short, or even uploading a Short with a slightly different hook a week later. Compare performance patterns—sometimes even a tiny change to the visual intro can double your click-through or retention rate on Shorts.

How to use Socialinsider optimize YouTube Shorts for more views?

YouTube gives you plenty of numbers, but when you want to get truly strategic with your Shorts, you need to be able to zoom in on what really matters—what’s working, what’s not, and why. That’s where Socialinsider steps in.

With Socialinsider,  you can analyze Shorts in isolation, enabling you to segment your posts by format—so you can clearly separate performance for your Shorts versus your regular videos.

Additionally,  by getting individual, in-depth performance metrics for all your Shorts, you’re able to identify the hooks, themes, and formats that actually move the needle. 

Final thoughts

If you take one thing away from this deep dive, let it be this: YouTube Shorts operate on their own timeline. They aren't the instant-gratification game that some other short-form platforms are. While you might see some early views, be prepared for success to be delayed, sometimes by weeks.

I’ll be blunt. 

Most TikTok advice is useless because it skips the part that decides everything: who the content is built for.

A lot of accounts get decent views and still get nowhere: wrong followers, dead comments, low saves, no repeat viewers. 

That happens when the TikTok target audience is too broad, too imaginary, or borrowed from someone else’s niche.

In this article, together with Malene Priebe Hold, social media manager at MCoBeauty, I’ll help you define your TikTok’s audience, sharpen your social media target audience strategy, and show you how to use social media audience analysis to create content TikTok can actually match with the right users.

This way, the people you want actually see it and come back for more.

TikTok’s specificity: discovery-first feed vs. follower-based platforms

It’s no news that TikTok plays by different rules than most social platforms.

On follower-based platforms like Instagram, content mostly circulates inside your existing network. Reach grows outward from followers, which means distribution is limited by who already knows you. 

TikTok flips that logic. The For You page is discovery-first, designed to test content with new users from the very start, especially when an account is small.

That testing phase is why TikTok can feel unpredictable. It’s also why it can outperform every other platform once your targeting is clear. 

When TikTok understands who your content is for, it doesn’t need a follower base to scale distribution.

That shift is especially important given who’s actually on the platform today.

TikTok isn’t just Gen Z anymore.

Malene also emphasized this:

We were actually surprised by the age demographics. There’s a common perception that TikTok's audience is mostly Gen Z or even younger, but in reality, the age group tends to skew a bit older—often including people in their 30s or 40s. This is an important distinction, as many assume on this platform, there are primarily Gen Z, simply because they’re more visible as content creators.

As shown in the chart above, the platform has a strong concentration in the 18–34 age range, with 25–34 standing out as the largest segment. That group is one of the most valuable audiences for brands focused on purchase intent, repeat buying, and lifestyle-driven spending, not just passive views.

This is where TikTok’s role in marketing changes. It’s moved well beyond pure awareness. 

It’s one of the fastest paths from discovery → consideration → purchase, largely because of how content is consumed. 

The format builds trust quickly (through face-to-camera videos, product-in-use clips, reviews, and real reactions) and creates demand without relying on hard selling.

As a result, users:

• shop what they see
• search for products mentioned in videos
• copy routines, setups, and recommendations

That behavior is why TikTok content often drives:

• higher-intent traffic (people clicking because interest is already there)
• faster decision-making (they’ve seen the product work in context)
• impulse-friendly purchases, especially in accessories, beauty, fashion, and tech

All of this is governed by one system: the TikTok algorithm.

Unlike follower-based feeds, the TikTok algorithm is built to match content to people, not accounts to audiences. Each video is tested with a small, relevant group first. What happens there decides everything.

Distribution is shaped by signals like:

• watch time and completion rate
• rewatches
• shares and saves
• comments 
• topic signals from captions, on-screen text, audio, and viewer behavior

When those signals align, TikTok widens distribution. When they don’t, the video stalls regardless of how nice it looks.

If you want a deeper breakdown of how this system works and how to use it strategically, this guide on the TikTok algorithm explains it in detail.

TLDR? TikTok is a discovery machine. When your audience and content signals are clear, reach becomes consistent and leads to real traction, not just views.

How to define your TikTok audience?

TikTok pushes your videos to the most relevant viewers based on signals. Your job is to be crystal clear about who those viewers are.

The fastest way to get clear on your audience is to separate demographics from psychographics. 

And that’s the core of social media market research. 

Not the corporate ‘persona’ kind, but the useful kind: spotting who’s already engaging with content like yours, what they actually care about, and what keeps them coming back.

Here's what Malene also had to say about this:

One of my top recommendations is to clearly define your target audience—who you want to reach—and tailor your content specifically to them. Understanding your audience is key to creating effective and engaging content.

That being said, a strong TikTok audience definition has two layers:

Demographics = who they are

This is the easy part. It’s the basic profile:

• age range
• location / language
• job or lifestyle stage
• device habits (heavy TikTok users or casual scrollers)

Demographics help you narrow the field. But they don’t explain attention.

Psychographics = what makes them care

Psychographics are what decide whether someone stops scrolling and watches:

• what they’re trying to achieve
• what annoys them
• what they’re proud of
• what they don’t want to look like online
• what they value (status, simplicity, quality, price, aesthetics, convenience)

This is what shapes your hooks, angles, tone, and even the kind of comments you attract.

A quick way to make it real

A useful audience definition looks like this:

• Demographics: 25–35, working professionals, Europe/US
• Psychographics: wants clean, premium-looking accessories, hates overhyped trend content, cares about value, buys when something feels intentional

That second line is the real targeting. It tells you what to say, how to say it, and what kind of content people will actually come back for.

How to reach your target audience on TikTok?

So now that you know who you want to talk to, let’s see how to get to your TikTok target market.

In this section, I’ll share the TikTok tips I use to reach a clear target audience for TikTok by creating content the platform knows how to distribute.

1. Create authentic, entertaining, and valuable content

Reaching your target audience on TikTok starts with social media content that feels real and earns attention on its own. 

The algorithm can amplify distribution, but it won’t fix unclear value. 

If people don’t enjoy, learn, or relate to what they’re watching, the signals stop there.

And the strongest-performing accounts usually get three things right: format, balance, and pacing.

Leverage best-performing content formats

TikTok doesn’t measure effort the way creators do. It responds to how viewers react. 

That’s why educational and entertaining formats consistently perform better than everything else.

From experience, I can tell you that educational videos work when they answer one clear question or explain one useful thing. Entertaining videos work when they feel natural and familiar, not engineered for engagement.

Both formats win for the same reason: the viewer leaves with something, whether it’s context, clarity, or a reaction worth remembering.

Mix trending and brand-specific content

Tiktok trends might help you with discovery, but brand-specific content builds recognition. Relying on only one limits growth.

Trending sounds or formats can introduce your videos to new viewers, while brand-led content teaches TikTok who should see you again. 

Over time, that balance helps the algorithm associate your account with a clear topic and audience instead of random spikes.

Malene also stated:

A few years ago, having a TikTok content strategy was largely about copying trends—simply jumping on what was popular could help you go viral and quickly gain followers. However, the platform has evolved, and it’s no longer effective to just chase every short-lived trend. Now, brands need to focus more on building their identity and community. While participating in weekly micro-trends might give you a temporary boost in views, these rarely contribute to meaningful long-term brand value or community growth. It's more strategic to evaluate which larger, enduring trends truly align with your brand and products.

If you find yourself struggling to make a trend relevant, it may not be the right fit. Ultimately, it’s about choosing opportunities that authentically resonate with your brand and audience.

Test different video lengths and optimize based on performance

I often get asked if video length directly affects how TikTok tests and scales your content. 

And yes, it does.

As per Socialinsider's TikTok length research, longer videos (especially around the 90–120 second range) tend to generate higher average views when retention holds.

However, that doesn’t mean every video should be long. It means you should test length intentionally. Short videos are easier to sample, while longer ones give TikTok more data on watch time, rewatches, and completion.

The goal isn’t to hit a ‘perfect’ duration, but to find the length where your audience stays engaged the longest.

2. Leverage SEO principles

This is the part most people underestimate. 

TikTok isn’t just pushing videos anymore. It’s indexing them. 

And personally, I treat every post as something that should be understandable with or without the feed. If TikTok had to describe your video to someone else, could it do it accurately?

That’s what social media optimization is really about: giving the system enough context to place your content in the right conversations.

Use keywords in captions and voiceovers for better targeting

I don’t rely on captions alone. I say the topic out loud, usually early, and I reinforce it with on-screen text. TikTok listens first, then reads.

The key is phrasing things the way people actually search, not the way brands like to label things. If someone would type it into search, it belongs in your video. 

This is less about optimization tricks and more about being explicit. Ambiguity slows distribution.

Integrate hashtags strategically by mixing niche and broad hashtags

I use hashtags as a support system, not a reach tactic.

A couple of broader hashtags tell TikTok the general space I’m operating in. A few tighter ones tell it who to test the video with first. That early match matters more than scale.

If hashtags don’t add clarity, I leave them out. When they do, they reinforce everything else I’ve already signaled through speech, text, and structure.

The algorithm needs alignment.

3. Engage with your target audience

On TikTok, how people interact with your content helps decide who sees the next video. 

That’s why you shouldn’t treat social media engagement as a result or something you ‘wait for,’ but as an input, as something you design for.

Have a comment-first strategy

This might sound odd, but I build videos with comments in mind before I ever think about views.

That means leaving space for opinion, prompting reactions without asking questions outright, or stating something that invites agreement or pushback. 

A handful of on-topic comments does more for targeting than dozens of generic ones. Comments tell TikTok who the video resonates with. If the right people are talking, the right people get shown the next video.

Talk about how engagement signals boost your reach

Every interaction is a signal. But, of course, not all signals are equal.

Comments, saves, and rewatches carry more weight than likes because they show intent. 

I personally think that when those signals come from a consistent audience type, distribution tightens instead of scattering. That’s how reach becomes predictable instead of random.

Leverage duets, stitches, and replies to create conversations

Duets, stitches, and reply-to-comment videos are how you turn engagement into content.

They let you respond publicly, clarify a point, or build on something your audience already cares about. More importantly, they keep the same people in the loop. 

TikTok recognizes the connection and often re-serves the video to viewers who engaged before.

4. Change strategies based on performance data

Once content is live, intuition stops being useful. 

That’s why decisions should come from social media data collection.

Take it from me: brands that grow consistently adjust faster. And they do that by tracking the right social media metrics inside professional social media analytics tools. 

The screenshots below are taken from the Socialinsider dashboard and show how performance data can highlight what’s working, what’s declining, and where strategy needs to shift.

If you want to learn how to interpret social media analytics, this is the level you should be looking at. Not surface-level numbers, but patterns over time.

Key metrics to track:

• Views evolution

Views are the first signal of distribution health. 

They show how often TikTok chooses to test and scale your content.

In Hilton’s case, for example, the views graph shows a noticeable dip between September and November 2025. That doesn’t automatically mean the content was bad, but it does signal that something changed: format, pacing, topics, or audience alignment.

This is where video metrics become diagnostic, not just descriptive.

• Follower growth

This is a key input for refining a long-term social media content strategy.

Follower growth helps confirm whether views are attracting the right audience.

And despite lower views in certain periods, follower count can still grow steadily. 

That gap often means fewer viral spikes, but stronger relevance for the people who did see the content. Reading this correctly prevents overcorrecting too early.

• Engagement rate 

This is where TikTok analytics help separate reach problems from resonance problems.

Going back to the Hilton example for a bit, when running an engagement analysis, I noticed that the interactions started to decline around September. For the brand, that’s a red flag worth investigating

A drop in engagement usually means content is still being shown, but it’s no longer prompting action.

Here's Malene's view as well about engagement tracking:

Engagement is a critical KPI for us. It’s become clear that follower count isn’t nearly as important. We closely monitor the actual engagement on our organic social content to determine whether it's truly resonating with our audience.

• Shares

Shares are one of the strongest quality signals on TikTok.

Malene also mentions:

A metric that has become increasingly important for us is the number of shares—how often people are actively sharing our content. With audiences becoming more passive in the way they consume content, shares offer valuable insight into what truly resonates. Tracking this helps us better understand what’s working and what isn’t.

The repeated drop in shares starting from September I just mentioned earlier reinforces the engagement trend in Hilton's case.

When people stop sharing, content may still look fine, but it’s no longer compelling enough to pass along.

From a social media best practices standpoint, this usually calls for revisiting hooks, storytelling depth, or topical relevance.

• Most engaging content pillars

Once you spot changes in views, engagement, or shares, the next step is figuring out where those shifts are coming from. 

This is how content pillars for social media move from planning tools to decision-making tools. And how brands uncover missed opportunities instead of guessing what to post next.

By looking at performance per pillar, brands can see which themes consistently drive engagement and which ones consume effort without delivering results. 

When a pillar with fewer posts generates stronger engagement, it points to underused potential. When a heavily published pillar underperforms, it signals saturation or weak audience interest.

• Best performing posts

Last but not least, it makes sense to look closer at the individual posts driving that performance. Top-performing videos reveal how engagement is earned, not just that it happens.

Once again, reviewing Hilton’s strongest posts helps surface repeatable patterns: specific destinations, visual choices, pacing, or narrative angles that consistently resonate. 

These patterns are rarely accidental.

Thus, through careful social media content analysis, strong one-off results can be translated into formats worth repeating, reducing guesswork and bringing more intention into future content decisions.

Taken together, this data shows when strategy needs adjusting and where to look first. Brands that rely on proper social media analytics let performance point them in the right direction.

5. Bring ads into the mix and test their effectiveness

At some point, organic reach stops giving you clear answers. 

You might see views, saves, even sales, but it’s hard to tell whether that’s strong targeting or the algorithm being generous that week.

This is where ads become useful. As part of a broader set of social media tactics, I use paid media to validate assumptions and answer one thing quickly: is this content reaching the right audience, or just floating in the feed?

When I asked Malene what's her take on ads on TikTok, she said:

We take an always-on approach, boosting organic content that performs well. For example, we closely analyze which posts generate follower growth and high engagement, and then invest additional budget behind those to reach a wider audience. We apply this strategy not just for ongoing content, but also for larger campaigns when we want to extend our reach even further.

Ultimately, it’s about consistently reviewing performance—identifying content that truly resonates with our audience organically, and then amplifying it. We’ve seen significant growth by taking this approach.

Run ads tests by trying TikTok's ad targeting options

This is where TikTok’s targeting actually becomes useful.

By testing demographics, interests, and behaviors, you can see how different audience segments respond to the same message. 

When one group watches longer, comments more, or saves more, you’ve learned something actionable not just for ads, but for organic content too.

Try out Spark Ads

You’re taking a post that already performs and placing it in front of a controlled audience, without breaking the native experience. Same comments, same social proof, same tone. Just more precise distribution.

If engagement quality holds under paid reach, that’s a strong signal your targeting is right. If it drops, it tells you exactly what needs adjusting.

6. Collaborate with micro-influencers in your niche

If ads help you test reach, micro-influencers help you build trust.

I look at collaborations as an extension of audience alignment. Micro-influencers already have the attention you want. And more importantly, they’ve earned it in a way TikTok recognizes.

The most effective partnerships place you inside an existing conversation, where it already makes sense. That’s why follower count matters less than fit.

Lastly, here's how Malene approaches influencer marketing on TikTok:

Even if certain influencers have millions of followers, they may not necessarily deliver strong results for your brand. What truly matters is finding creators with a highly engaged audience who can integrate your brand authentically into their content.

In the end, it all comes down to testing and learning. When we identify creators who are a great fit and generate positive outcomes, we continue to collaborate with them to foster deeper brand loyalty.

Final thoughts

After working with TikTok content for a while, the biggest mistake I keep seeing is misplaced focus. People obsess over posting times, hooks, and trends, while avoiding the harder decision of choosing who the content is actually for.

Where most accounts go wrong isn’t reach, but discipline. They change direction too quickly, chase every format that performs once, and never stay with an idea long enough for TikTok or their audience to understand it. 

So if there’s one question worth asking before you post, it’s this: would this matter to the person I’m trying to reach? If the answer is yes, the rest tends to follow.

Most marketers know Semrush as an SEO tool first. But the line between channels keeps getting blurrier, and the idea of having a well-rounded marketing ecosystem under one brand is tempting.  

So they added another product to the mix: Semrush Social for posting content and tracking social media analytics.

For this article, I’ve tried Semrush Social to see what it can do, how deep the analytics go, and why you might still need a helping hand from Socialinsider if you’re relying on competitor analysis in your social strategy.

Let’s dig in!

What does Semrush Social offer?

When I first tried Semrush Social, sometime around 2023, it felt very lightweight. At the time, it worked mostly as a social media poster with some basic analytics for core platforms. It felt like a “let’s give social media managers something usable” move, rather than a tool built specifically for social media needs.

When I checked Semrush Social again for this article, it was clear they’ve put real work into it. 

Today, here’s what you can do with Semrush Social:

• Post content to six social media channels: Facebook, Instagram, LinkedIn, TikTok, Google Business Profile, and Pinterest
• Track your own engagement metrics like follower growth, reach, impressions, and engagement rate for Facebook, Instagram, LinkedIn, and TikTok.

• Separate paid vs. organic performance, which is a nice addition if you run ads alongside organic content
• Track competitors on Facebook, Instagram, YouTube, and Pinterest through Social Tracker and monitor their activity: posting frequency, follower growth, engagement rates, and hashtag usage.

• Build custom inspiration feeds by adding blogs, YouTube channels, or other sources you want to pull ideas from
• Get content ideas from Social Content AI by feeding it information about your business

Semrush also has a social content insights feature. It’s still in beta, but it seems to be aimed at analyzing how your content categories perform based on the tags you give your posts. 

All in all, this is a solid setup for teams that already use Semrush daily and want social media included in the same workspace. For everyday publishing, light reporting, and basic competitor tracking, Semrush Social does the job.

Where Semrush Social might fall short for the social teams?

TL;DR: If your team relies on detailed competitor data to shape your social media strategy, Semrush Social won’t fully bridge that gap for you.

Semrush Social is a handy tool if you’re most focused on posting and everyday analytics. Where things start to feel limited is the analytics depth.

The dashboards are clean and easy to read, but the insights themselves are not there. You get the numbers, but not much context around them.

For example, Semrush Social shows your engagement rate for Instagram. But you can’t see which format gives you the most engagement (video, carousels, or single image posts), how your engagement rate compares to the industry benchmark, or how it changes over time.

The same applies to competitor benchmarking. Social Tracker lets you monitor competitors and compare high-level metrics, but you don’t get insights into what’s driving their performance. 

There is no detailed analysis of competitors’ content strategy patterns, formats, or topics they rely on, and no way to benchmark against them.

Eventually, when it comes to competitive analysis, Semrush Social gives you a taste of what’s possible, but it doesn’t fully close the loop.

Why does competitive intelligence matter for social teams?

The short answer is simple: metrics mean very little without context.

Say your TikTok account gains 200 followers in a month. Is that good? Bad? Exactly where it should be? On its own, that number doesn’t tell you much.

To understand what that growth means, you need more context, like:

• How many followers did you have before
• How quickly do people usually follow accounts in your industry
• How many followers do similar accounts gain each month
• How much content do those accounts publish to get those results

Without a background knowledge of where you stand, follower growth is just a number. 

This is where competitive intelligence plays a big role. It gives you the reference points you need to evaluate your results properly. If most accounts in your niche gain around 200 followers per month, you’re right on track. If they gain 2000, then something is clearly different.

And that difference matters, because then you also want to gain 2000 followers instead of 200.

Competitive analysis helps you spot what others are doing that you’re not. For social teams that feel stuck or unsure about their results, competitive intelligence is often the fastest way to get unstuck. 

How is competitive benchmarking helpful to your strategy?

I prefer to think of competitor analysis like intelligence work. I need to understand the terrain before I decide how to move. 

Competitive benchmarking gives you the situational awareness to build on top of. It’s more about looking for patterns and clues rather than ready-made solutions. 

So here’s what clues competitive research might give you:

• Content strategy: You get a clearer picture of what others post, how often they post, and what works for them. Some of these insights help you sharpen your own strategy. Others save you time by showing you what clearly didn’t land, so you don’t have to test it yourself.
• Most engaging content formats: Sometimes, what works goes against the usual advice. Video on LinkedIn might perform well for e-learning brands and fall flat for financial services. Competitive benchmarking helps you see the best practices for your space instead of generalized trends. 
• Metrics and KPIs: Setting goals without context is way too frustrating. Aim too high, and it feels impossible to get there. Aim too low, and progress barely feels like progress. Knowing what performance looks like across your industry helps you set targets that are ambitious but realistic.
• Platform-specific tactics: Maybe competitors are posting less to Feed and more to Stories on Instagram. Maybe they’ve stopped using hashtags on X altogether. Maybe a weekly live Q&A fuels their YouTube short-form content for weeks. These social media tactics and patterns are easy to miss unless you’re actively looking.

How Socialinsider can fill in the gaps for Semrush Social?

As mentioned earlier, Semrush Social has come a long way from being “something for social media managers” to covering many day-to-day publishing and analytics needs. For a lot of teams, that’s enough.

But some teams need more.

Much like peanut butter complements jelly, Socialinsider works well alongside Semrush Social when you want to take social media analytics and competitor analysis a step further. Not to replace what Semrush does well, but to add depth where Semrush intentionally keeps things lighter.

Let’s look at the areas where Socialinsider acts as a real power-up:

Key performance metrics for your competitors

Socialinsider covers all the classic performance metrics you’d expect: follower count, engagement, impressions, reach, number of posts, comments, and more, both at the brand level and channel level.

Besides standard metrics, Socialinsider includes in-depth competitor channel and content-specific data. For example, there’s a whole set of metrics regarding the engagement rate: different formulas, engagement distribution, engagement per day, and more.

Another thing that stands out is how unified the reporting feels across platforms, which makes it incredibly easy to look at competitors' performance across channels.

Insights into competitors' post-format performance

One of the things I truly love about Socialinsider is how it lifts the curtain on your competitors’ content strategies—right down to what post formats actually work for them.

With just a few clicks, I can break down exactly how carousels, videos, stories, or classic image posts are performing for any brand I want to benchmark against.

This makes it super easy to spot trends: maybe a competitor gets lots more engagement on short videos, while their photos hardly get noticed. With those kinds of insights, it’s no longer a guessing game—I can confidently shape my own content plan, knowing exactly what resonates in my industry and what to experiment with next.

Competitor's top posts

In Semrush Social, you can sort posts by metrics like engagement rate or reach. That’s useful, but it requires manual digging. You don’t really get a clear “here’s what performed best in this time period” overview.

Top-post snapshots are also inconsistent across platforms. For example, they’re available for Facebook, but not for Instagram.

Socialinsider takes a different approach. 

Instead of sorting through tables, Socialinsider highlights your competitor's overall best-performing posts in one widget. This helps you get a quick snapshot of what worked best in the selected period, so you can repeat your success.

Competitive cross-channel analysis

Out of all the analytics pieces in Semrush, this is the one that feels the least complete for me.

If you open the social analytics overview in Semrush Social, what you mostly see is follower growth, reach, and engagement rate, broken down by channel. There’s no accumulated follower count at the brand level and no average engagement across platforms.

For day-to-day posting, this might not be a deal-breaker. 

But once you’re working on competitor analysis or putting together a high-level report for leadership, manually calculating averages for overall performance seems… excessive. 

Socialinsider supports the same core metrics, but it also gives you several ways to look at them. You can zoom out to a brand-level, cross-channel view to see the total numbers.

Or you can descend one level lower to the channel-by-channel overview: 

Or you can dive all the way down to post-level performance, without switching tools or spreadsheets in between.

Another important piece here is platform coverage.

When we asked one of our clients about why they switched to Socialinsider, they said:

We were using Semrush for social monitoring as well, but there were some features that didn’t work very well. TikTok was not supported. YouTube was not supported. And then we needed to move on to something else.

Since then, Semrush has added analytics for TikTok. YouTube, however, is still missing from the picture.

Socialinsider covers all major social media platforms, including TikTok and YouTube. That means your cross-channel view includes all the channels your audience uses, and you can get the full picture of your competitor's performance.

Competitor's Organic Value

One feature that doesn’t exist in Semrush Social at all is Organic Value.

Measuring the impact of organic social media has always been tough. And yet, when conversations move to leadership, ROI is usually the first thing C-levels ask about. 

Socialinsider’s Organic Value metric helps bridge that gap.

It estimates the value of your organic social media performance by translating results into paid media equivalents. Simply speaking, it shows how much ad money it would take to get the same results you’re now getting organically.

Organic Value can be calculated for both your own social accounts and your competitors’ accounts, which makes it especially useful in competitive analysis and high-level reporting.

The calculation is based on default values of actions like engagement, followers, and views. Socialinsider researches and estimates these values industry by industry through advertising data and social media marketing benchmarks.

But if you want as precise data as possible, you can enter your own values. This way, your estimate will align with your internal benchmarks or paid media costs.

Organic Value adds a layer that Semrush simply doesn’t cover: a way to translate organic performance into C-level language without custom models or spreadsheets. 

Competitor's content pillar analysis

Content pillars are the themes your content consistently revolves around. They help you understand what you talk about most and what overarching topics perform best. 

And while Semrush lacks this capability when it comes to running a competitive analysis, Socialinsider, on the other hand, offers two ways to categorize content by content pillar:

• Industry content pillars: Automatically generated using AI based on your selected industry. With this, posts are grouped into themes, so you can immediately see which topics perform best, even if you never tagged your content.
• Brand content pillars: Custom categories you define yourself to match your content strategy, campaigns, or business goals, through Socialinsider's Query Builder.

At a higher level, you can also compare the top three performing content pillars across competitors to spot patterns and gaps without manually reviewing posts.

Why do teams use both tools together?

In an ideal setup, marketing, sales, SEO, content, and social media don’t live in separate silos. They’re all part of the same system, supporting the same business goals.

This is where Semrush fits naturally. It’s a strong solution for SEO and content marketing competitive intelligence. It’s easy to use, clear, and reliable. For search-driven insights, it does exactly what teams expect it to do.

Social media, however, is somewhat different.

I’m not going to lie — I am a fan of Semrush as a brand and their SEO tool. But when I was choosing a social media tool for my clients, I didn’t go with their solution. 

Semrush Social covers posting and basic analytics, but it stays quite lightweight when it comes to competitive insights and deeper performance analysis. For teams that rely on social data to guide strategy, that often leaves questions, especially in competitors’ research. 

And when it comes to competitive research, Socialinsider delivers. 

Competitive benchmarking, cross-channel analysis, content pillars, post format performance, more nuanced metrics… Socialinsider fills in the gaps by adding depth to social media analytics. 

Used together, the two tools support a more complete view of the digital marketing landscape. Semrush anchors SEO and content intelligence, while Socialinsider brings clarity to social performance and competition.

Final thoughts

If you already use Semrush, using the same platform for social media analysis is incredibly tempting. But then you need to be sure the tool isn’t a compromise in data or level of detail. If your team pays a lot of attention to competitive analytics, Semrush Social alone won’t cut it.

That’s where Socialinsider steps in, giving you the context, benchmarks, and clarity when researching the market. If you’re curious how this looks in practice, try Socialinsider free for 14 days and explore the data yourself.

Ever hit “share” on a Reel and wondered when (or if) the views will start rolling in? I used to have the same questions—until I dug into the numbers.

 Here’s what the latest data reveals about when your Instagram Reels actually get seen, and what you can do to give them their best shot.

How long does it take for Reels to get views, according to data?

Anyone publishing Instagram Reels knows the anticipation that follows – will the numbers soar or trickle in slowly? 

According to fresh Socialinsider data, the majority of Reel views arrive fast. 

The first five days are when the magic happens: with an average of 17,100 views across all page sizes, this time frame is truly the “golden window.”

After that, a steady decline sets in. Views dip to around 14,578 between days 5 and 10, and the momentum continues to slow across the next two weeks. By the time a Reel reaches the 20-day mark, average views plateau—hovering just above 8,000.

The takeaway? Timing is critical. Strategies that focus on boosting engagement right after posting are the ones most likely to yield strong results. Early interactions—likes, comments, and shares—signal to the algorithm that a Reel is worth promoting further, helping content reach its full potential in those crucial early days.

What type of Reels get the most views?

While the posting window matters, the content itself is just as important. Reels that consistently rise to the top typically have a few things in common: they’re visually captivating, offer quick entertainment or practical value, and tap into current trends. 

Short, energetic clips, snappy how-tos, behind-the-scenes insights, and authentic moments win audiences over.

Trending audio, compelling captions, and interactive elements—like asking viewers a question or challenging them to participate—can also give a Reel that extra boost. 

Ultimately, authenticity makes a big difference. When brands share real stories or candid moments, the content feels more relatable and is more likely to be shared and revisited.

What stands out most? The first few seconds. If a Reel can hook viewers immediately, it stands a much greater chance of gaining momentum during that key first week.

Brand spotlight:

Here’s a brand I see doing Reels really well: Sephora. Their feed is full of bite-sized tutorials and real-life product demos that actually make you stop scrolling. It’s not all makeup experts, either—you’ll spot all kinds of faces and skill levels, so it feels welcoming, not intimidating.

What works for Sephora isn’t some wild, over-the-top production. It’s the useful little tips (“How to nail a five-minute glow”), quick before-and-after looks, and honest reactions from real people trying new products. There’s always a trending song or catchy caption pulling you in, and the editing keeps things snappy and fun.

How to use Socialinsider to get specific views and engagement data?

If you’re serious about refining your Instagram strategy, having access to precise analytics is non-negotiable. That’s where Socialinsider comes in. 

With Socialinsider, you can easily track detailed performance metrics for each Reel or get aggregated Reels performance data altogether.

Within the dashboard, you’ll find a dedicated Instagram Reels data section, which allows you to take a bird’s eye view of your Reels performance in terms of views, engagement, and more.

And of course, if you want detailed, post-level insights about specific Reels, Socialinsider delivers. Easy peasy.

Just head over to the Posts section, sort your posts by content format (in this case, Reels, obviously), and you get individual Reels data for all your Reels, like in the example below.

Final thoughts

The numbers make one thing clear: timing matters, but strategy matters more. Reels rack up most of their views in the first few days, so every second counts for grabbing attention. 

But beyond just posting at the right moment, it’s those genuine, creative, and visually catchy Reels that actually stick. 

If you want to move the needle, keep an eye on your analytics, experiment with content that feels real, and don’t be afraid to lean into what your audience is already loving.

 Armed with the right data and a dash of creativity, every Reel has a shot at being your next big hit.

Monday morning. Coffee in hand. You open your social media dashboard and there it is. A wall of numbers. Likes up. Reach down. Comments many, but sentiment unclear. 

And the big question hits you. Is this actually working, or are you just winging it on social media?

I’ve been there. Posting consistently, celebrating spikes, stressing over dips, and still not being able to say with confidence whether social media marketing was driving real results or just looking good on slides.

That’s exactly why this guide exists. Measuring social media success is about knowing what to track, why it matters, and how it connects back to real business outcomes.

To make this more insightful, I chatted with Mya Shell, senior social media manager at Quill. She brings powerful insights from her experience helping brands reach millions of views and followers on social.

Why you should track social media success?

Shooting arrows in the dark when it comes to social media? One or two may hit the target. But if you want to consistently get results, you need to keep measuring how you’re performing.

Here are five reasons we recommend measuring success of social media.

• Connect social media performance to business objectives: If social media is not tied to a business goal, it’s just content for content’s sake. Tracking success forces alignment. If your goal is leads, you track clicks and conversions, not applause in the form of likes. If retention matters, you look at saves, comments, and repeat engagement. 

Measurement turns ‘we think this works’ into ‘this drives revenue,’ and that shift changes how seriously social media is taken across the company.

• Optimize content strategy based on data: Data shows you what to double down on and what to quietly retire. Instead of guessing, you can see patterns. Hooks that work. Formats that flop. Topics your audience actually cares about. 

Tracking lets you tweak timing, captions, visuals, and formats based on evidence.

Even Mya mentioned this as one of the biggest benefits of tracking success. She said:

Being present on social media is an important first step, but presence alone does not equal measurable impact. For brands, real value comes from consistently tracking and analyzing performance to understand whether their efforts are actually driving results.

Measuring social media success enables brands to learn what content resonates, identify what underperforms, and make informed adjustments along the way. This ongoing process of analysis and experimentation transforms social media from a ‘nice-to-have’ activity into a strategic growth channel, one that can be optimized, scaled, and clearly communicated to stakeholders.

• Benchmark performance against competitors and industry standards: Your numbers mean nothing in isolation. A 2% engagement rate sounds decent until you realize competitors average 5%. Benchmarking adds context and urgency. It helps you answer, ‘Are we winning, average, or invisible?’ 

Industry benchmarks also stop unrealistic expectations. Not every niche goes viral daily. Tracking benchmarks keeps goals grounded, competitive, and strategic instead of emotional reactions to random spikes.

• Helps you track the right metrics: Tracking success forces clarity on what actually matters. Without it, teams obsess over vanity metrics because they’re easy to see. With it, you prioritize metrics that reflect intent and impact. 
• Justify budget, tools, and team investment: Data is your best defense in budget conversations. In my experience, ‘Social feels important’ rarely unlocks more resources. ‘Social drove 28% of demo signups last quarter’ does. Tracking success lets you prove ROI, justify better tools, and argue for headcount with confidence.

How to measure social media success in 5 steps?

Here’s a step-by-step process for how to measure social media effectiveness.

Step 1: Define what social media success means for your business

Before you open a dashboard to check on your metrics, pause and answer one question. What progress does my team or company expect social media to deliver right now?

Social media success is contextual. It depends on what the business needs at this moment, not on what metrics look impressive. Your goal becomes the filter for every decision that follows.

Social media is commonly expected to help with:

• Help people discover and recognize our brand
• Show leadership that our work is paying off
• Engage our audience consistently
• Support campaigns, launches, or sales
• Increase sales and revenue

Once you’re clear on which of these matters most right now, everything else gets simpler. 

Mya talked about having only one primary goal when measuring success. She said:

I think a really common issue is that social teams are asked to grow the account, drive conversions, engage everyone, and build a community all at the same time. All of those things are great, but they’re different goals, and each one comes with a different strategy. A lot of the time, those strategies can even conflict, which ends up splitting your effort and making things more complicated and confusing.

That’s why I think it’s important to have a clear primary goal. Maybe right now it’s growth. And then layer in secondary goals like conversions or community building. When you know what the main focus is, it becomes much easier to align your content, push people through the funnel, and actually understand what success looks like and how to measure it.

Step 2: Choose metrics based on your goal

Once the goal is clear, metrics stop being overwhelming and start being useful. I use one simple rule. If a metric does not connect to the goal, it does not earn a spot on the dashboard.

Different goals need different signals. When I’m focused on brand awareness, I look at reach, impressions, and follower growth. When engagement is the priority, I care about comments, saves, shares, and whether the same people keep interacting. 

Mya follows a similar process for selecting social media success metrics. She said:

 I usually look at metrics as either nice-to-haves or actually useful. Nice-to-haves are good to include in reports, but they don’t always line up with your goals. Useful metrics are the ones that help you prove you’re reaching those goals and help you make decisions — what to do more of, less of, or differently. If a metric doesn’t influence your strategy or give you better context, then it’s probably not that useful.

This is how I avoid vanity metrics too. Big numbers may look impressive, but they don’t necessarily drive decisions.

Step 3: Track trends instead of absolute numbers

Absolute numbers are loud, but they’re rarely helpful. A post getting 10,000 impressions sounds great until you realize it’s down 40% from last month’s average. That’s why I focus on trends for the selected metrics.

Even stakeholders don’t want raw numbers. They want a clear answer to one question. Are we moving in the right direction?

Here’s what to measure then:

• Month-over-month or quarter-over-quarter changes to understand momentum
• Performance by content pillar or format to spot what’s compounding
• Before-and-after comparisons for campaigns, launches, or strategy shifts

Third-party social media analytics tools like Socialinsider also help, as they showcase most metrics in graphs, allowing you to track social media performance over time.

Step 4: Run a competitor and industry analysis to set benchmarks

Before I draw conclusions, I like to put my numbers in context. On their own, metrics can be misleading. A 3% engagement rate feels solid until you realize your competitors are averaging 6%. Benchmarking answers the uncomfortable but necessary questions.

• How does our engagement rate compare to others in our industry?
• Are we growing faster or slower than direct competitors?
• Which content formats or pillars perform best across the market?

This is where competitor analysis tools shine. 

In Socialinsider, I can instantly compare my performance against competitors. All I need to do is add all competitor profiles and go to the Benchmarks tab.

I get a quick analysis and a head-to-head comparison for all important metrics.

Not only that, I can compare my performance to the industry average to see where I am outperforming the market and falling behind.

I liked how Mya talked about competitor analysis being really useful if you conduct it the right way. Here’s what she had to say:

Competitor analysis can be really helpful for understanding what’s happening in your industry, as long as you look at it through the right lens. You don’t always know what’s going on behind the scenes: how many resources a competitor has or what their exact goals are, so direct comparisons can be tricky.

But where it really adds value is in the context it provides. You can see what topics or formats are performing well, what hasn’t worked, and where there might be gaps or opportunities to try something new.

Even looking at similarly sized accounts can be useful. For example, if they’re consistently getting around 50 likes per post and you’re getting closer to 25, that tells you there’s an audience there, they’re just not on your page yet. Used this way, competitor analysis becomes less about comparison and more about learning, ideas, and identifying opportunities.

Step 5: Analyze metrics and optimize your social media strategy

Tracking social media metrics is useless if nothing changes after. This is where analysis turns into action. I always create a final performance report that shows two things clearly. Where social media is delivering real results and where it’s falling short?

From there, optimization becomes structured. I outline next steps using three simple questions:

• What should we do more of? Double down on formats, topics, or platforms that consistently drive results.
• What should we stop or adjust? Cut underperforming content, fix weak hooks, or rethink posting frequency.
• What should we test next? New formats, fresh CTAs, different posting times, or experimental content pillars.

How to measure success based on different success goals?

Different success goals will mean tracking different metrics. Here’s a preliminary list of metrics based on your chosen goal.

Success for awareness goals

Trying to make your brand more visible? Here are the metrics I would track:

• Reach: Reach tells you how many new people actually saw your content. Not how many times it appeared, but how many real humans it touched. This is your top-of-funnel signal. Track it to understand discovery. If reach is flat, you are talking to the same crowd. 

I track this growth in Socialinsider.

Action tip: Analyze which formats and hooks consistently expand reach and replicate those patterns instead of posting more often.

• Impressions: Impressions show how often your content is displayed, including repeat views. High impressions with low reach usually means your content is circulating within the same audience. This metric helps you understand visibility and content frequency. 

Action tip: If impressions are high but social media engagement metrics are low, tighten your messaging or refresh visuals to avoid audience fatigue.

• Follower growth rate: Instead of focusing on follower count, I believe follower growth rate gives you more direction. It shows whether awareness efforts are compounding over time. 

Action tip: Track growth rate monthly, not daily. Sudden spikes often tie back to specific content or campaigns. 

• Profile visits: Profile visits indicate curiosity. Someone saw your content and wanted to know more. That’s awareness moving one step deeper. I especially track this to understand which posts drive intent. 

Action tip: Review posts with high profile visits and low follows. Your bio, highlights, or pinned content may need clearer positioning.

• Frequency of brand mentions or tags: Mentions and tags show active recall. People recognize your brand. But they are taking it one step further and talking about it. That’s strong awareness. Track this to measure brand resonance. 

Action tip: Monitor what content or campaigns trigger mentions and build more conversation-led posts that invite tagging, sharing, or community participation.

Success for engagement goals

Looking to get your audience to engage with your content? Here are some social metrics you should track.

• Engagement rate: Engagement rate tells you how compelling your content actually is relative to how many people see it. This is your quality check. A high reach post with low engagement is noise. 

Action tip: Compare engagement rate by format and topic. Double down on the combinations that consistently outperform your average.

• Comments per post: Comments signal depth of interaction. A like is passive. A comment means someone paused, thought, and responded. 

Mya mentioned that as people choose to silently consume content on social media, comments become an even more important signal of engagement.  

As engagement becomes more scarce across platforms, comments are one of the clearest signals of active consumption. A comment shows more intent than a passive scroll or a quick view. It means someone stopped, thought about the content, and chose to respond. Especially when comments go beyond emojis, they indicate real interest and attention in a space where most users are increasingly just lurking. That’s why comments remain such a meaningful form of engagement, even as overall interaction becomes harder to earn.

Action tip: Audit your top-comment posts and look at the question, opinion, or hook used. Borrow that structure intentionally instead of hoping engagement happens.

• Shares per post: Shares show advocacy. People only share content that reflects well on them or feels useful to others. I track shares to see what my audience finds worth spreading. 

Action tip: Look for patterns. Educational explainers, templates, and strong opinions usually win here. You can even turn high-share posts into a recurring series.

• Average watch time or retention: Watch time reveals whether your content holds attention past the hook. This matters more than views. Mya tracks retention to see where viewers drop off and what she can do to improve content further.

Watch time gives really meaningful insight, like where people dropped off or the moment they engaged, which helps you understand what’s working and what’s not. If you see most viewers leaving a few seconds before the end, you know the video could have been shorter. If people are liking the video early on, you can look at what was happening in those first few seconds and apply that to future content.

Action tip: identify the second where most viewers leave and tighten that moment. Strong openings and faster pacing often improve retention instantly.

• Repeat engagement from the same users: Repeat engagement shows loyalty. It means your content is becoming a habit. Track this to understand audience stickiness. 

Action tip: Nurture these users with consistent themes and callbacks. Familiarity builds trust and keeps people coming back.

Success for lead generation goals

If you’re trying to increase leads from your social efforts, here are the metrics you should include to measure success.

• Click-through rate (CTR): CTR shows whether your content motivates action. People saw the post and chose to click. Track CTR to test how strong your hook, CTA, and offer really are. 

Mya mentioned this as one of the most important metrics for lead generation and talked about how social media managers can track it.

If the goal is to generate leads, the most important metrics are click-through rate and landing page conversion rate. Those aren’t metrics you really get directly from most social platforms, which is where things start to get more complex. Measuring lead generation usually means tracking what happens off social, how people move from a post to a landing page and what they do once they’re there.

That often requires working with website teams, using link-in-bio tools, or adding UTMs to links to understand where traffic is coming from. It’s definitely trickier to measure, especially for small social teams, but it’s also a sign of leveling up in social media management because it shows you’re able to track real movement down the funnel beyond just on-platform metrics.

Action tip: Compare CTR by copy style and CTA language. Small wording changes often outperform new creatives.

• Landing page traffic from social media: This metric tells you if social is doing its job as a traffic driver. Track it to see which platforms and content types send qualified visitors. 

Action tip: Tag links properly and review bounce rates. High traffic with low engagement usually means a message mismatch between post and page.

• Content downloads or form fills: Downloads and form fills indicate intent. Someone traded attention for information. 

Action tip: Map which posts drive the most completions and reuse that framing for future gated content promotions.

• Email sign-ups: Email sign-ups are a strong lead signal because they extend the relationship beyond social. I track this to understand trust and value perception. 

Action tip: Test content upgrades or platform-specific offers instead of generic sign-up CTAs to improve conversion.

• Leads attributed to social media campaigns: This is the bottom-line metric. Track it to connect social activity directly to pipeline impact. 

Action tip: Review lead quality, not just count. Fewer high-intent leads beat high volumes of unqualified ones every time.

Success for conversion goals

You generated a lot of leads. That’s great. But what if your stakeholders are more concerned with conversion of those leads? These are the metrics that will help you make a strong case.

• Conversion rate from social traffic: This tells you how efficiently social traffic turns into customers or sign-ups. It’s not about how many people arrive, but how many actually act. 

Action tip: Compare conversion rate by platform and campaign. If one channel converts better with less traffic, prioritize it instead of chasing volume.

• Sign-ups generated from social: Sign-ups show direct intent driven by social content. This is where awareness and engagement finally pay off. Track this to see which posts and offers move people to commit. 

Action tip: Tag sign-ups by campaign or content theme so you know exactly what messaging converts best.

• Cost per conversion: This metric shows efficiency. How much are you spending to get one conversion, even when organic supports paid? I track it to avoid overinvesting in expensive channels. 

Action tip: Review cost per conversion monthly and reallocate budget toward platforms or formats that consistently deliver lower costs.

• Revenue attributed to social media: I call this the credibility metric. It ties social directly to money earned. Track it to understand real business impact. 

Action tip: Focus on revenue trends, not one-off wins. Consistent contribution matters more than viral spikes that don’t convert.

• Return on investment (ROI): ROI answers the ultimate question. Is social worth it? Track this to justify spend, tools, and team investment. 

Action tip: Calculate ROI quarterly, not weekly. Social performance compounds over time, and short-term calculation often understate its value.

Success for community-building goals

Building a strong community on Instagram or LinkedIn? Here’s how you can check the success of that goal.

• Engagement rate: For community building, engagement rate shows how alive your audience is, not how big it is. Track it to see whether people consistently interact with your content. 

Action tip: Watch engagement rate on recurring posts or series. Communities respond better to familiar formats.

• Number of comments, replies, and shares: This metric reflects conversation. By tracking them together, I can understand how interactive my community really is. 

Action tip: Respond publicly and quickly. Active brand participation often increases future comments organically.

• Volume and tone of mentions: Mentions show whether people think of your brand and are willing to talk about it to others. Tone tells you how they feel about it. Track both to measure trust and sentiment. 

Action tip: Look for recurring language in positive mentions and mirror it in your content and messaging.

• Participation in campaigns or hashtags: This shows whether your audience wants to be part of something bigger than a single post. Track participation to measure collective action. 

Action tip: spotlight user contributions. Recognition fuels participation and strengthens community bonds.

How to optimize your strategies to reach social media success?

Now that you know which metrics to measure, here are five strategies to help you reach social media success faster.

• Scale successful campaigns and top-performing content: When I see a campaign or post perform well, I treat it as a starting point. I look at what exactly worked. The angle, the hook, the format, the timing. 

Socialinsider helps make this easy with their top-performing content feature.

Then I scale it by extending the idea into a series, adapting it for other platforms, or revisiting it with a new lens. Momentum compounds when you build on proven wins instead of constantly chasing new ideas.

• Double down on high-performing content pillars: Over time, patterns always emerge. Certain themes consistently outperform others. Instead of manually calculating the engagement for each pillar, let Socialinsider do that for you.

When that happens, rebalance the content mix. High-performing pillars should get more space and more experimentation. This keeps the social media strategy focused and audience-first.

• Optimize hooks, visuals, and captions based on performance data: Every post is feedback. I study which hooks stop the scroll, which visuals hold attention, and which captions drive action. 

Mya talked about doing the same. She said:

If people make it past the first few seconds, you know your hook caught their attention. But captions and CTAs are just as important. When you ask people to comment, share, or take a specific action in the caption or at the end of a carousel, and they actually do it, that’s a clear signal of success. It shows the content was engaging enough to get them to the end and clear enough to prompt action.

Being able to tie your hook and your caption back to the goal of the post, whether that’s getting follows, positioning yourself as an educator, or driving conversation, makes it much easier to evaluate if the content was structured in a way that actually achieved that goal.

• Refine posting cadence and timing using trend data: I stopped assuming more posts meant better results. Instead, I track when engagement peaks and how performance shifts with frequency. Patterns show when the audience is most responsive and when content fatigue sets in. Adjusting cadence and timing based on real trends improves reach and engagement without increasing workload.
• Always keep an eye on what’s working in your industry: Watching which formats, topics, and narratives gain traction in your industry helps you adapt faster. It highlights rising expectations and shifting audience behavior. Staying aware keeps the strategy competitive and prevents falling behind.

Final thoughts

Measuring social media success starts with clarity. When you know what progress looks like, the right metrics become obvious and decisions become faster. Track what aligns with your goals, review performance regularly, and focus on trends that show real movement. Use benchmarks to stay grounded and competitive. 

You can even use social media analytics tools like Socialinsider to quickly get insights on what’s working and what you can improve to achieve your goals. Try our 14-day free trial of Socialinsider.

FAQs on how to measure social media success

How to measure social media campaign success?

To measure social media campaign success, start by defining the campaign goal. Brand awareness, engagement, leads, or conversions. Track metrics that directly support that goal, not everything available. Compare results against benchmarks and past campaigns. Focus on trends, not spikes. Then evaluate what worked, what didn’t, and how results tied back to business impact.

How often should you measure social media success metrics?

You should measure social media success metrics regularly, but not obsessively. Review core metrics weekly to spot issues early. Analyze trends monthly to understand what’s improving or declining. Run deeper quarterly reviews to assess strategy, benchmarks, and business impact. Different cadences serve different decisions. 

Imagine opening your laptop and finding a single dashboard that has already done your job for you. It scanned every post you published, every comment your audience left, and every move your competitors made while you were asleep. 

This dashboard also tells you which content will get traction today, which ideas to drop, and exactly what to post next.

This is what AI in social media analytics can do.

In this guide, I’ll walk you through how you can start using AI-generated analytics to create campaigns, run social media content, and optimize your overall social media marketing strategy.

Key takeaways

• How can AI be used in social media analytics? AI transforms social media analytics from surface-level reporting into predictive, insight-driven decision-making by explaining why performance changes happen and what actions are most likely to work next.

• Key applications of AI in social media analytics: AI powers everything from content and sentiment analysis to audience segmentation, trend detection, competitive benchmarking, and ROI attribution, helping marketers act faster and smarter at scale.

• Top AI social media analytics tools: Tools like Socialinsider (content performance + competitor benchmarking), Modash (influencer discovery and vetting), Reputation (brand sentiment and reputation monitoring), Gladly (AI-powered social customer support), Google Ads Performance Planner (forecasting and optimizing paid campaign results), and Glassbox (post-click behavior analysis like session replays and drop-off points) help you cover the full loop from content insights to ROI and customer experience.

How can AI be used in social media analytics?

AI in social media analytics uses artificial intelligence to gather, process, and interpret data from social platforms in a way that goes far beyond basic metrics like likes or shares. Instead of just telling you what happened, it helps explain why it happened and what is likely to happen next.

Key technologies power this behind the scenes. Natural Language Processing, or NLP, allows AI to read and understand comments, captions, and replies the same way a human would, including slang and sentiment. 

Machine learning models then study thousands of data points across posts, profiles, and competitors to spot patterns that are invisible to the naked eye and get smarter over time.

And the numbers show how widespread this has become. Over 70% of social media marketers are now using AI tools to help with everything from content creation to performance insights

Let’s look at how this works in real life. Instead of manually checking every post from the past week, you can head to social media AI tools like Socialinsider and let AI generate a clear performance overview in seconds. It highlights what worked, what underperformed, and what to double down on.

AI analytics offer businesses transformative insights by analyzing vast amounts of data quickly and accurately. This technology enables companies to make data-driven decisions, predict trends, and optimize operations.

Looking ahead, AI analytics is likely to become more sophisticated, integrating with other advanced technologies such as machine learning and natural language processing. This evolution will enhance predictive capabilities and offer more personalized customer experiences.

As AI continues to advance, businesses that leverage these tools effectively will gain a significant competitive edge, driving innovation and efficiency across various industries.” - Volkan Yolci, Business Developer at Demirören Yatırım Holding

Key applications of AI in social media analytics

While there are a lot of ways AI can now be integrated into social media analytics, here are the most common usecases.

1. Automated content analysis

AI for content performance analysis is how you stop counting likes and start actually reading the room.

No doubt 43% of marketers say AI is important to their social media strategy.

Instead of manually scrolling through hundreds of posts and comments, AI scans your content at scale and tells you what themes keep popping up, what formats perform best, and which messages quietly flop. In minutes.

According to Socialinsider’s usage ai AI recenet survey, here’s how social media managers are using AI in content performance analysis.

Here is how to use AI in a practical way.

Start with running a content pillar analysis in third-party analytics tools like Socialinsider. AI groups your posts by themes like product updates, education, memes, customer stories.

Run an insightful content pillars analysis!

You might discover that tips and tutorials drive more engagement while you need to work on making thought leadership posts more insightful. 

I even look at format-level signals. AI can compare reels vs carousels vs static posts and show which formats attract attention versus which drive action. Use this to assign goals. One format for reach, another for conversions.

The best thing? As AI social media analytics tools get sharper and stronger, they will also predict how future posts might perform. Based on timing, tone, visuals, hashtags, and audience behavior, you’ll have a data-savvy co-pilot who tells you what to post, when, and why it’ll likely work.

2. Cross-platform analytics integration

You launch a campaign on Monday. By Friday, you are knee-deep in Instagram Insights, exporting LinkedIn reports, checking X analytics, and wondering why nothing lines up.

At one point in time, I got tired of hopping between Instagram Insights, X analytics, LinkedIn reports, and a dozen open tabs.

AI marketing tools like Socialinsider brings all that chaos into one clean, unified view. It pulls data from every major platform, stitches it together, and highlights what actually matters.

Start your 14-days FREE Socialinsider trial!

Instead of guessing which platform ‘won,’ I can see how the same content behaves in different environments. A carousel might drive saves on Instagram, thoughtful comments on LinkedIn, and clicks on X. 

For example, Socialinsider lets you track important social media metrics across every platform you’re active on, in one place. You can spot trends faster, compare performance without messy spreadsheets, and understand where to adapt content versus where to scale it as-is.

3. Sentiment and emotion analysis

You publish a post and the likes start rolling in. On the surface, it looks like a win. But then I check the comments and something feels off. The engagement is there, yet the tone is tense, sarcastic, or just plain annoyed.

That is where sentiment and emotion analysis earns its keep.

It’s also one of the most often use cases of AI that came up in our survey.

AI reads posts, comments, replies, and even emojis in real time to understand how people actually feel, not just how often they react. It picks up on tone, recurring keywords, and emotional cues like frustration, excitement, or skepticism. A fire emoji means something very different from a thumbs-up followed by ‘sure.’

I use this to catch issues early. If sentiment starts shifting from neutral to negative after a product update or announcement, AI flags it before it snowballs. You see the change while it is still a conversation.

It is just as useful on the positive side. When AI detects spikes in positive sentiment around a specific phrase or angle, that becomes a signal to repeat it. Same message, more of what resonates.

The real value is clarity. Instead of reacting to noise, I know when feedback is genuine, when frustration is growing, and when brand perception is quietly improving or slipping.

💡

Discover a hub for social media insights and connect with people with relevant experience in social media marketing! 

Join the Social Media Marketers Community by Socialinsider!

4. Advanced audience intelligence and segmentation

Ever wondered why a post blows up with one group and completely misses the mark with another?

That is where advanced audience intelligence helps. Instead of lumping people into broad buckets like age, gender, or location, AI looks at how people actually behave. What they engage with. What they ignore. How they react. Even the sentiment behind their comments.

For example, AI might reveal that two followers who look identical on paper behave very differently. One consistently saves educational content and clicks through links. The other only engages with memes and quick takes. Treating them as the same audience would be a mistake. 

AI helps you tailor content and promotions so each group sees what is most likely to resonate. 76% of consumers say personalized communications are a key factor in prompting brand consideration.

I find it especially powerful for social media promotions. 

Say you’re running a paid campaign for a new eco-friendly skincare line. Instead of just selecting “women, ages 20–40, interested in beauty,” Meta’s AI can go deeper. It analyzes who’s clicked similar ads, who engages with sustainable brands, who watches skincare tutorials all the way through, and who makes purchases after viewing an ad. 

Based on that, it automatically creates Lookalike Audiences.

AI also detects audience shifts over time. If your content starts attracting more beginners instead of advanced users, or if sentiment shifts after a product change, you will see it early. That means you can adjust your messaging before engagement or conversions take a hit.

5. Competitive intelligence and benchmarking

You open your analytics and feel good about the numbers. Engagement is up. Reach looks healthy. Then the uncomfortable question hits. Is this actually good, or just good in isolation?

That is where competitive intelligence and benchmarking come in.

AI for competitor analysis makes it easy to see how your performance stacks up against competitors and the wider industry, without hours of manual research. Instead of guessing what ‘average’ looks like, you get real context. 

Are your engagement rates strong for your niche, or just average? Are you posting too little, too much, or just differently?

Using Socialinsider’s Benchmarks feature, I can compare key metrics like reach, engagement, posting frequency, and post types against multiple competitors. This helps me instantly see where I am leading and falling behind.

The head-to-head view is where it gets really useful. AI breaks down how often a specific competitor posts, which formats they rely on, and how their audience reacts. 

6. Get AI-generated suggestions and recommendations

Ever feel like you want an assistant who tells you which steps to take next?

AI in social media analytics can now play that role as well.

It looks at how your content actually performs and then makes clear recommendations you can act on. 

You might get nudged to post fewer times a week because your engagement spikes when you give posts more breathing room. Or to double down on a specific format, like carousels or short videos, because your audience consistently saves and shares them. 

For example, Socialinsider uses AI to give you an automated summary of performance along with observations on what to do next.

It also goes beyond ‘best time to post’ and focuses on when your audience is most likely to engage.

AI also flags quiet performance leaks. If engagement drops after a certain posting frequency, it surfaces that pattern early. If a topic used to work but no longer does, you will see it before burnout sets in.

The best part? These recommendations evolve. As your audience changes, the suggestions change too. It feels less like following a rigid playbook and more like having a smart second opinion that helps you make confident content decisions.

7. Detect trends

Ever feel like you spot a trend right after everyone else is already bored of it?

That is exactly what AI-powered trend detection is built to fix.

In Socialinsider’s recent AI adoption survey, we found that nearly 65% respondents use AI for trend identification.

AI monitors millions of conversations across platforms in real time. Posts, comments, captions, hashtags, even the phrases people repeat without realizing it. Instead of relying on gut instinct or a lucky scroll, you see patterns forming early.

More importantly, AI separates noise from signals. Some topics spike fast and disappear just as quickly. Others grow slowly but stick around. AI looks at consistency, growth rate, and context to distinguish short-lived hype from trends worth investing in.

For example, AI might detect a steady rise in phrases like ‘AI workflow overload’ or ‘too many tools' across LinkedIn comments and X threads, while flashy ‘AI hack' hashtags spike and fade within days. That tells you where to focus.

8. Discover and evaluate influencers

Whether you’re in the beauty space or the SaaS space, you have hundreds of influencers to partner with. But which one will be the best fit for you? 

This is where AI makes influencer discovery way less guessy.

No wonder then, 66% of marketers claim that using AI helps improve influencer campaign outcomes.

Instead of picking creators based on follower count or aesthetics alone, AI looks deeper. It analyzes audience quality, engagement patterns, past brand partnerships, content themes, and how well an influencer actually fits your brand voice. 

It helps you choose creators that will actually work for your brand. 

AI also helps you avoid an expensive mistake. It can flag suspicious spikes in followers, low-quality engagement, or bot-heavy audiences. That alone can save you a lot of budget and a lot of awkward post-campaign explanations.

The really smart part? Prediction. Many AI social media analytics tools estimate potential reach, engagement, and even audience overlap before you commit. So instead of hoping a collaboration works, you go in with realistic expectations.

9. Attribute ROI and calculate organic value

If you have ever been asked, “But what did social actually drive?” and felt your stomach drop, you are not alone. After all, likes and comments are hardly enough to convince decision-makers.

This is where AI-powered ROI attribution changes the conversation.

AI connects social interactions to real downstream actions like leads, sign-ups, and even sales. It looks beyond last-click thinking and uses multi-touch attribution to understand how social fits into the bigger journey. Someone might discover you on Instagram, revisit through LinkedIn, and finally convert weeks later. AI connects those dots.

What I like most is that it gives organic content credit where it is due. Not every post converts immediately, but many posts influence decisions quietly over time. 

With Socialinsider, you can even estimate the value your organic social media content brings, translating engagement into a business-level metric. You can customize values for each action like likes, comments, and shares.

Here’s what it looks like.

Top AI social media analytics tools

Socialinsider for content strategy optimization

Which content format should you focus on? Are there specific content pillars that will get you the most engagement? By running a detailed competitor analysis, AI can help you answer these questions.

Socialinsider lets you track and compare the performance of different content types across your competitors and industry leaders. Here’s how exactly it helps.

See your competitor’s post breakdown by content pillars and format. Which content pillar is your competitor focusing on? Are they creating more Reels or static image posts? By running a social media analysis for 2-3 competitors, you can figure out if everyone in your industry is focusing on specific content pillars or formats.

Spy on your competitor's posting strategies!

• See post and content pillar breakdown by engagement: Socialinsider lets you track which content pillar gets the most engagement for your competitors. Are you currently prioritizing that content pillar? Based on this analysis, you can optimize your strategies.
• See their top and bottom-performing content: By looking at your competitors’ top and bottom-performing posts, you can spot what’s clicking (or flopping) with their audience. Use it to borrow winning ideas, avoid their mistakes, and fine-tune your own content strategy.

• Tag specific posts and track them: You can tag and track specific types of competitor posts, like event-related content, product launches, or seasonal campaigns. For example, want to know how your competitors handle Black Friday campaigns on Instagram? Tag those posts and study their Instagram marketing strategy. It’s a smart way to spot patterns, learn from their wins, and plan your own campaigns with sharper timing and messaging.

• Use Socialinsider AI assistant: Ask this assistant to analyze your metrics and give you suggestions or recommendations on what steps to take next. You can even ask it to break down competitor strategies and use that to optimize your own.

Modash for influencer discovery and partnership

Almost every brand on social media knows the power of influencer marketing. But finding influencers manually? Painful. Modash makes it painless and smart. Its AI-powered discovery tool scans every creator on Instagram, TikTok, and YouTube (not just the ones in a database), so you're never stuck with the same recycled shortlist.

Want micro-influencers in Berlin who talk about skincare and have 5%+ engagement? Modash finds them in seconds. Its AI filters dig deep: audience authenticity, follower location, engagement quality, and even fake follower detection.

You can also track brand mentions automatically, so if someone’s already talking about you, Modash flags them for potential partnerships. No spreadsheets or guesswork. Just hyper-targeted influencer matches, backed by real data.

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Recommended: 13 influencer analytics tools to drive campaign success

3. Reputation for brand reputation management

Reputation does the heavy lifting when it comes to brand reputation management, using AI to catch what humans miss. It monitors reviews, social mentions, and customer feedback across platforms in real time, then uses sentiment analysis to flag shifts in tone: positive, negative, or shady-neutral.

Its AI clusters recurring themes so you can quickly spot patterns (like delivery delays or rude staff complaints) without digging through hundreds of reviews. You also get auto-generated summaries and alerts when there’s a potential PR flare-up, before it hits your inbox or, worse, the news.

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Recommended: 14 social listening tools to get powerful insights

4. Gladly for customer service automation

Gladly helps automate customer service directly on social media. Many times, customers actually message you first on social media. Its AI identifies intent from social DMs and comments, then auto-responds to common queries like order updates, return policies, or store hours without human involvement.

It pulls in full customer history, so if someone complains on Instagram after emailing support, the context is already there, no need to explain twice. AI also auto-routes high-priority messages (like public complaints or product issues) to the right team fast.

Instead of juggling tools or missing DMs, you handle social support in one place, with AI doing the triage. That means faster replies, fewer escalations, and no angry tweets left unread.

5. Google Ads Performance Planner for campaign performance prediction

Wish you could predict if your campaign’s going to flop before you spend the budget? Google Ads Performance Manager makes that a reality. Its AI features analyze historical ad data, audience behavior, and platform trends to forecast how your social media campaigns are likely to perform, even before they launch.

It uses predictive modeling to flag underperforming creatives, suggest better targeting, and optimize bids in real time. The tool also identifies trends in ad fatigue, helping you rotate content before your audience tunes out.

Think of it as your campaign’s risk manager that quietly runs the numbers behind the scenes, so you don’t waste spend on shots in the dark. 

6. Glassbox for audience behavior analysis

What happens after your audience lands on your website through a social promo? Glassbox helps you go beyond vanity metrics and actually see how users behave after they come from social media. Its AI-powered session replay and journey mapping tools show exactly what social visitors do once they land on your site: where they click, scroll, rage-click, or drop off.

It uses machine learning to detect friction points and patterns at scale, like where users from Instagram abandon carts or where Facebook traffic hits dead ends. Behavioral anomaly detection alerts you when something’s off. Maybe a promo link is broken or the content is confusing.

This level of visibility helps you link social traffic to real user behavior. So instead of just tracking clicks, you optimize what happens after the click for better retention and ROI.

Common challenges in adopting AI for social media analytics

Now that we know how easy social media analytics with AI can be, here are four common problems you may encounter and how you can deal with them.

• Team adoption issues: AI social media analytics platforms fail fast when teams do not trust them. I have seen dashboards ignored simply because no one knew how insights were generated. The fix? Involve the team early. Show them how AI simplifies their day. For example, faster reporting, fewer repetitive tasks, clearer insights. Start with one tool, one use case (like benchmarking), and build from there. Also, pick tools with clean, user-friendly dashboards to lower the learning curve.
• Balancing automation with human judgment: AI is great at patterns, not context. I never let it make final calls alone. Use AI to surface insights, then apply human sense checks. Ask why something worked. Layer brand voice, timing, and audience nuance on top before acting.
• Algorithm bias and accuracy limitations: In our survey, 73% of respondents mentioned accuracy of output as their biggest concern when it comes to using AI in social media. AI learns from historical data, which means it can reinforce blind spots. I regularly sanity-check insights against raw metrics. Compare multiple time ranges. If something feels off, dig deeper instead of trusting the output blindly. 
• Privacy and ethical considerations: AI needs data, but trust needs boundaries. The solution? Choose AI tools that are GDPR-compliant and clear about how they handle data. Set internal rules about what data is fair game and how it can be used. Train your team on ethical AI use. Just because the data is accessible doesn’t mean it’s okay to use it. Stick to platform policies.

Final thoughts

AI isn’t here to replace your social media strategy. It’s here to sharpen it. From real-time sentiment tracking to competitor benchmarking and ROI measurement, AI gives you the clarity and speed that manual methods just can’t match.

The brands winning today are the ones that are using AI to get the most out of data. 

If you’re ready to stop guessing and start acting on insights that actually move the needle, Socialinsider’s AI features are built for you. Get deeper audience understanding, smarter content strategies, and real ROI visibility, all in one place. Subscribe to a free trial of Socialinsider and get powerful insights.

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FAQs about AI social media analytics

What are the benefits of using AI in social media analytics?

AI makes social media analytics actionable instead of overwhelming. It highlights what content to repeat, what to stop, and where to adjust timing, format, or messaging. You can spot trends early, understand audience behavior, measure real impact beyond likes, and optimize faster. The result is better decisions, less manual work, and more consistent performance.

How can AI-driven analytics improve social media marketing strategies?

AI-driven analytics enhance social media marketing strategies by providing deep, actionable insights and automating complex tasks:

• Audience insights: AI analyzes user behavior, preferences, and engagement patterns to identify what content resonates most with your audience. This enables precise audience segmentation and personalized targeting.
• Trend identification: Machine learning algorithms spot emerging trends and shifts in consumer sentiment, allowing marketers to adapt strategies in real time and stay relevant.
• Predictive analytics: AI forecasts future engagement and campaign outcomes based on historical data, helping marketers plan content and allocate resources more effectively.
• Performance optimization: Real-time analytics dashboards track campaign performance, enabling immediate adjustments to maximize results and ROI.

How do AI-powered analytics improve social media content strategy?

AI-powered analytics revolutionize content strategy by providing data-driven guidance and automating content creation:

• Content creation: AI tools generate high-quality, relevant posts by analyzing audience preferences, industry trends, and past performance, ensuring a steady stream of engaging content.
• Sentiment and topic analysis: Natural language processing (NLP) breaks down user comments and posts to extract key topics and emotions, guiding content themes and messaging.
• Real-time adjustments: AI enables dynamic strategy shifts by providing instant feedback on what’s working and what isn’t, allowing marketers to pivot quickly.
• Visual content analysis: AI assesses images and videos for elements that drive engagement, helping marketers fine-tune creative assets for maximum impact.