Social Media Insights: Strategies to Drive Awareness, Engagement, and Growth
Analytics & Reporting

Social Media Insights: Strategies to Drive Awareness, Engagement, and Growth

Social media insights unlock valuable data about your brand's performance. Understand how to use insights to boost your social media KPIs.

Sabina Varga
Sabina Varga
Table of Contents

Ever feel like you're throwing content into the social media space, hoping it resonates with someone, anyone? We've all been there.

As a social media manager, you're juggling a million tasks: creating engaging content, scheduling posts, responding to comments, and keeping up with the latest trends and platforms.

But without truly understanding how your audience interacts with your brand, you're missing a big piece of the puzzle. That's where social media analytics comes in.

Social media insights reveal what your audience loves (and hates) about your brand. With social listening and detailed social media reports, you can transform guesswork into data-driven decisions, boosting your social media game β€” "to infinity and beyond!"

Social Media Insights Guide for Impactful Strategies

1.What are social media insights?
2.Benefits of using social media insights
3.Top 7 performance indicators and metrics for getting social media insights
4.9 examples of how to use social media insights to improve your strategy

5.FAQs about social media insights


What are social media insights?

Social media insights are valuable data and information that are drawn from analyzing the performance of your brand on social media platforms.

These key insights offer a deep understanding of how your content performs, how your audience interacts with it, and how you compare to your competition.

Depending on your social media goals, you can track metrics such as engagement rate, follower growth, social sentiment analysis, and conversion rates to make informed decisions about improving your social media marketing strategies.

There are different types of digital media insights. For instance, you can focus on top-level insights such as demographics or go deeper into social media consumer insights, which focus on your audience’s behaviors, preferences, and attitudes.

Benefits of using social media insights

Making the most of social media insights can provide significant advantages whether you work for a small business looking to grow or a big brand trying to keep a competitive edge.

Here are some of the main benefits of using data-driven insights.

Understand your audience

Social insights provide comprehensive knowledge about your target audience, including demographics, interests, and online behavior.

This information lets you speak your customers' language and tailor your content and messaging to solve real-world problems. This leads to more meaningful conversations and connections, which are essential to a successful online presence.

social media audience data for strategy
Social media audience template

Create content that converts

With social media insights, you quickly see what social media posts are crushing it and what's falling flat. You can identify popular content themes, hashtags, and formats so you can do more of what works and optimize what doesn't.

Based on real insights, you refine your social media strategy constantly to improve engagement and conversion rates.

Get a competitive advantage

By monitoring and analyzing your competitors' social media activity and performance, you can stay a step ahead.

Understand how competitors perform on different channels, what strategies they are using, what their target audience is, and what influencers they collaborate with to boost social media reach and engagement.

These smart insights allow you to refine your approach, maintain a strong market position, identify differentiation opportunities, spot industry trends, and seize growth opportunities.


Optimize customer service

Recent studies highlight the growing importance of social media in customer service, so brands must pay attention to social media benchmarks to understand people's communication preferences.

By monitoring social media conversations, mentions, and comments, you can gain timely insights into consumer sentiment, preferences, and pain points.

This information helps you improve your customer service strategy, address customer needs, and provide support on the platforms where people expect you to be active.

customer service wendy's

Make strategic decisions

It's easy to take wrong turns when you don't have a map. Social media analysis guides you through the maze that is social media nowadays, with so many opportunities to seize.

You don't have the resources to do it all, nor the time to test all possible strategies.

By analyzing social media KPIs, you can gain business insights that help you allocate resources more effectively, decide between competing strategies, and have strong arguments to support your memes… I mean moves.

Improve social media ROI

Social media insights also make it easier to monitor and assess the precise impact of your social media marketing efforts.

Analyzing metrics such as website traffic, leads, and conversions lets you focus on the channels and campaigns that drive the most revenue and gradually improve social media ROI.

Top 7 performance indicators and metrics for getting social media insights

Now that you understand how important actionable social media insights are, let’s look at the metrics you should track.

1. Engagement metrics

Engagement metrics, such as likes, comments, shares, and saves, are crucial for assessing how well you spark your audience's interest.

Real-time insights help you identify trends and top content pillars for social media. You can react quickly and optimize your content to focus on formats and topics that drive higher engagement.

Using a social media analytics tool like Socialinsider, you can easily track and analyze engagement metrics across different platforms. The platform aggregates data, allowing you to compare engagement rates over time and across different types of channels.

social media engagement insights

2. Brand awareness metrics

Brand awareness metrics measure how well your brand is recognized and recalled by your target audience. These metrics include impressions, reach, and share of voice.

Leverage social media analytics tools to track changes in reach and impressions over time and see how your brand measures up to the competition. These valuable insights help you identify areas for improvement in brand awareness strategies.

brand awareness insights

Visualize brand awareness across all platforms in one place, like in this key insights example from Socialinsider's cross-channel social media dashboard.

3. Audience demographics, interests, and behaviors

Understand your audience's demographics, interests, and behaviors to create targeted and relevant content.

Demographic data includes age, gender, location, and language. Interests and behaviors data reveal what topics your audience cares about and how they interact with different types of social media content.

Use audience insights to create detailed customer profiles. Segment your audience based on these characteristics to better target your paid social media campaigns.

For example, if you own an online fashion business and the data shows that a significant portion of your audience is interested in sustainability, you can create more content around eco-friendly practices. In this way, your audience will feel understood and valued and be more likely to engage with you.

4. Social listening and sentiment analysis metrics

Social listening and sentiment analysis metrics uncover insights about how people feel about your brand, allowing you to proactively manage brand reputation. These metrics include mentions, sentiment scores, and the volume of discussions.

sentiment analysis insights

Social sentiment analysis categorizes the tone of mentions as positive, negative, or neutral, offering a deep and valuable understanding of public perception. This allows you to quickly address any negative feedback and encourage positive discussions.

5. Content performance metrics

Every content marketing article advises you to create relevant, useful, and entertaining content. It's common sense. But it's not common sense to actually do that on a constant basis.

Brands often get caught up in their own messaging, and their social media profiles become echo chambers with little interaction. Thankfully, with access to social media metrics, you can transform the lonely chamber into a lively agora.

Relevant metrics that will help you measure content performance include views, click-through rates (CTR), and engagement rates for different content formats, such as videos, images, and text posts.

Identify patterns and preferences in your audience's content consumption, keep doing what's working, and discard what isn't.

content performance social media insights

6. Influencer campaign metrics

Whether it's macro-, micro-, or nano-influencers, you can't do social media marketing without them. In order to spend your resources wisely, you must track and measure the success of your collaborations.

influencer marketing market size data
Influencer marketing market size worldwide from 2016 to 2024

Influencer campaign metrics include engagement rates, reach, and conversions generated from influencer posts. By analyzing these metrics, you can assess the impact of influencer partnerships on your brand's growth and visibility.

7. Competitor benchmarks

Competitor analysis is essential for comparing your social media performance against that of other similar brands so you can get a clear picture of how your social media efforts stack up.

Key metrics to track include engagement rates, follower growth, and content performance.

By benchmarking these metrics, you can identify your strengths and weaknesses relative to the competition. These competitive insights allow you to refine your strategies, seize opportunities, and save on resources by learning from others.

competitor's performance social media insights
Socialinsider is a powerful tool for tracking and comparing key metrics across multiple brands and platforms.

9 examples of how to use social media insights to improve your strategy

Data is useful β€” can’t really argue with that, right? But how exactly can you use social media insights to keep your brand cool, relevant, and growing?

Here are a few of the ways in which actionable social media insights are invaluable to businesses.

Uncover consumer wants through social listening

Social listening lets you eavesdrop (in a good way!) on conversations about your brand and industry across social media. It's like being a fly on the social media wall.

By gathering and analyzing key discussion topics, you get information straight from the source about what your audience is interested in or complaining about. Maybe they're raving about a specific feature or venting about something frustrating. Whatever it is, those insights are pure content gold!

You can use social listening insights to fine-tune and personalize social media content to get more engagement and quality leads. Share that information with product teams and salespeople to help them improve your offering and client conversations.


Fuel innovation with customer feedback

91% of people believe that businesses should innovate by listening to customers, not an internal team of experts, according to a SurveyMonkey research.

To get a 360Β° view and understanding of consumer opinions about your brand, combine social listening with sentiment analysis.

Sentiment analysis adds another dimension to social listening by helping you determine the emotional tone behind social media mentions. Is the feedback positive, negative, or neutral? And how has it evolved over time?

how to get customer feedback through social listening

These substantial insights can guide product or service improvements and help you make the necessary improvements to boost client satisfaction.

By digging into audience data and looking across all your social media channels, you can uncover insights into cool patterns in social media interactions.

Are they loving a specific type of post or topic? Is there a day or time when you get more engagement? Are any of your KPIs descending, pointing to a possible problem?

Pay attention to social media trends and tailor your content to what's hot for your audience. This helps your brand stay relevant and proactive.

Improve your content strategy

Conduct a content audit to evaluate the performance of your social media posts and understand what resonates with your audience.

"The content audit can be a vital part of content redesign alchemy. But only with the stalwart support of analytics and user testing," says Lizzie Bruce, a user-centered design specialist and content strategist, in discussing the usefulness of content audits.

Think of audits like checkups for your social media presence. Analyze metrics such as likes, shares, comments, and reach to identify high-performing content and understand what works and what doesn't.

With this information at hand, make a plan to refine your content strategy and produce more engaging and effective posts.

Feeling overwhelmed by the idea of performing a social media audit? Tools like Socialinsider can simplify this process by letting you dive deep into accounts, campaigns, and specific posts while also offering big-picture metrics.

Get this FREE social media audit template
Get this FREE social media audit template

Monitor brand reputation

I don't know if you noticed, but the internet is a chatty place. You want people to talk about your brand online but you also must keep an eye on what they are saying to avoid communication crises.

By monitoring online conversations, mentions, reviews, and feedback, you can catch any negativity early on and deal with it before it blows up. The best part is that social listening also gives you the means to engage more meaningfully with your community.

brand reputation social media insights

Competitor analysis to find content gaps

See what the competition's up to in an organized and efficient way β€” instead of checking every brand's page on every platform and getting social media vertigo.

Spot any gaps in your competition's content strategy and create unique content that fills a need your audience might have. This will set you apart from the crowd and keep your followers curious.

Boost your social media campaigns

The key to social media success is constant learning and improvement. By tracking and analyzing campaign performance metrics like click-through rates, conversions, and engagement, you can identify winning strategies and areas for optimization.

This data-driven approach ensures your campaigns deliver the best results and a growing social media ROI.

Get business insights from industry research

Social media statistics help you understand industry trends and the broader economic climate. Research-specialized tools provide social media insights for managers to make better decisions and plans for action.

Industry insights are important to remain adaptable and inform the C-Suite about potential directions for development.

social media engagement rate benchmarks

Social media is full of valuable information for brands. Platforms like TikTok or Instagram give rise to trends that spread throughout the digital space. Communities create movements, and social media groups are treasure chests of consumer insights.

This is great news for businesses, granted they have the right analytics tools to make sense of this dynamic encyclopedia.

Platforms like Socialinsider help you analyze vast amounts of data and create a social media insights report that predicts consumer behavior and market trends.

Be at the forefront of trends, not the last to jump on the wagon.

Final thoughts

Social media can feel like a sophisticated rocket that can theoretically take you to space, but, in practice, it feels overwhelming to maneuver correctly. Fortunately, just like astronauts get a lot of help from computers and on-ground teams, you can get social media insights to create successful roadmaps and course-correct when necessary.

You already have plenty of ideas on how to leverage insights on social media to grow your brand. All you need now is a powerful sidekick. Try Socialinsider for free and access a user-friendly dashboard that helps you boost your social media strategy β€” or fix the engine first.

FAQs about social media insights

How do you draw insights from social media data?

To draw insights from social media, start by using social media analytics tools to collect data from various platforms. Then, analyze the data using various dashboards dedicated to awareness metrics, engagement metrics, sentiment analysis, or competitive analysis. Visualize the results through charts and graphs to identify patterns and trends clearly.

Finally, compile the findings into reports that highlight key insights and provide actionable recommendations.

How can you use social media insights for future product development?

Social media insights reveal consumer preferences, trends, client feedback, and competitive analysis, helping businesses understand market demands and identify opportunities for product innovation. This helps companies develop offerings that meet customer needs better.

How can social media insights help digital people develop more targeted paid campaigns?

Social media insights provide detailed data on audience demographics, giving digital marketers the tools to create highly targeted paid campaigns. Campaigns that take into account social insights that reach more relevant audiences, increasing engagement and conversion rates.

How can social media insights help with crisis communication management?

Social media insights allow businesses to monitor public sentiment and emotion and identify potential issues in real-time. This helps communication professionals to respond quickly to potential crises, address concerns, proactively manage reputation, and minimize negative impact.

Sabina Varga

Sabina Varga

I'm a freelance writer who helps people write better and businesses be more relevant through content.

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