Domina l’analisi dei contenuti social media per scoprire schemi nascosti

L'analisi dei contenuti sui social media è il processo che consiste nell'analizzare ciò che il tuo brand (e i tuoi competitor) pubblica sui social media. Questa analisi aiuta il tuo team marketing a ottenere insight come:

- I tipi di contenuti che funzionano meglio
- Gli argomenti che coinvolgono di più la tua audience
- I tuoi contenuti con il maggiore engagement e il tuo Engagement Rate
- I tuoi top post per reach ed engagement
- Come il tuo pubblico percepisce il tuo brand e i tuoi contenuti

Come marketer, devi sempre monitorare la performance generale dei contenuti social media per poter adattare costantemente la tua social media strategy e massimizzare risultati, reach e crescita.

L'analisi dei contenuti sui social media è una parte fondamentale del lavoro di ogni social media marketer. Non vuoi semplicemente pubblicare contenuti a caso. Devi essere strategico e analizzare ciò che hai pubblicato è essenziale.

Ecco alcuni vantaggi di una corretta analisi dei contenuti sui social media.

Comprendi meglio la tua audience

Analizzando i tuoi contenuti, l’engagement rate e la risposta del pubblico, capisci cosa interessa veramente alla tua audience e come soddisfarla.

Facciamo un esempio. Se gestisci un’attività che vende borracce termiche, puoi sperimentare una campagna dove mostri i prodotti in diversi contesti outdoor. Ma scopri che le grafiche artistiche che mostrano i colori delle borracce sono molto più apprezzate dal tuo pubblico.

Questo ti fa capire che la tua audience non è composta solo da amanti delle attività outdoor, ma preferisce l’aspetto estetico dei prodotti piuttosto che l’utilità.

Osserva con attenzione i tuoi contenuti più popolari per scoprire cosa coinvolge maggiormente. Questo ti aiuta a capire chi è la tua audience, perché acquista i tuoi prodotti e cosa vuole vedere.

Valuta l’efficacia della tua social media strategy

L’analisi dei contenuti ti permette di monitorare metriche chiave come reazioni, commenti e condivisioni. Così hai un’idea chiara di quanto sia efficace la tua strategia.

Monitora i tuoi contenuti con il maggiore engagement per valutare i top post e confrontali con quelli dei competitor per vedere come stanno andando rispetto a te.

Individua trend e pattern

Analizzare i tuoi contenuti sui social media ti aiuta a scoprire trend tra gli argomenti più popolari. Come parte della tua strategia, probabilmente utilizzi diversi content pillar o formati di post.

Ad esempio, una boutique online di piante può alternare tra:

- Foto di piante
- Post promozionali sui prodotti disponibili
- Consigli di cura delle piante

Con un’analisi dei contenuti, la boutique può capire quale tipologia ottiene più successo.

Inoltre, potrà individuare altri pattern come:

- I post nel weekend hanno migliori performance
- Alcune tipologie di piante sono più apprezzate
- Alcuni prodotti generano più interesse

L’analisi dei contenuti ti consente anche di monitorare i competitor e i loro post. Sfrutta queste informazioni per scoprire tendenze tra i loro contenuti più apprezzati.

Ottimizza la tua content strategy

L’analisi ti rivela quali tipi di post (testo, immagini, grafiche, video) sono preferiti dalla tua audience. Crea più contenuti che piacciono al tuo pubblico.

Combina tipologie diverse, ma elimina ciò che non rende.

Migliora il tuo ROI social media

Quando sai quali contenuti funzionano meglio, puntaci. Più condividi contenuti di qualità e performance, più risultati generi.

Più reazioni, commenti e condivisioni portano a più follower, click e vendite. Crescendo i ricavi dal marketing, aumenta anche il tuo ROI.

Migliora sempre il ROI: avrai un budget maggiore e potrai far crescere il tuo business.

Resta competitivo

Infine, un’analisi costante dei contenuti social media ti mantiene competitivo. Confronta la tua performance con quella dei competitor. Cresci allo stesso ritmo? Ottieni lo stesso engagement?

Solo monitorando i dati social media resti competitivo e non vieni superato da altri del settore.

Conducting your own social media content analysis can help you gauge how your marketing strategy is doing. Let’s walk through a step-by-step guide on how you can make sure your content is performing well, and which types of posts your audience most wants to see.

Step 1: Define your objectives

As with any marketing analysis, you need to have your objectives laid out. What are your goals for your social media content? Knowing what you hope to achieve is important before you begin your analysis so that you know if you’re on the right track or not.

Common goals and objectives from social media content include:

- Increasing brand awareness
- Growing your online presence
- Engaging your audience
- Sending traffic to your website
- Generating sales

The objectives you have for your marketing strategy will directly correlate with the metrics you measure, which brings us to our next step.

Step 2: Choose your metrics for your social media content pillars

You don’t want to look into every single metric related to your social media presence as you do your content analysis. It will take too much time and won’t actually tell you anything related to your goals.

Instead, you need to choose a select few metrics that actually pertain to what you’re hoping to achieve through social media. This way, you’ll be able to understand if your content is doing its job or if you need to pivot.

Some of the metrics you might choose (and the objectives they relate to) are:

- Increasing brand awareness: Impressions, reach, video views, followers
- Growing your online presence: Reach, followers
- Engaging your audience: Engagement rate, likes, comments, shares
- Sending traffic to your website: Clicks
- Generating sales: Conversions

Step 3: Collect data for better analysis

Next, you need to collect your data. There are a couple of different ways to do this:

- Built-in analytics tools on each social media platform, which you get access to when you sign up for business accounts on each platform. Think Instagram Insights and TikTok Analytics. You can simply use your app to access data about your audience, content performance, and more.

- Third-party social media analytics tools that let you see all of your social media analytics at a glance from a single dashboard, while also providing you with the tools to get in-depth data and insights.

The former option is free as it comes with the social media app. Some analytics tools have free limited plans, but you’ll likely need to set aside some of your marketing budget to get access to more in-depth social media content analytics.

For example, Socialinsider offers a 14-day free trial, then our paid plans start at $99/month, as we offer a wide range of social media insights that help your brand make better decisions.

Step 4: Categorize your content

Once you’ve chosen your data collection method (we recommend a third-party tool to make it easier to compare all platforms at once), you’ll need to categorize your content so you can really dive into your social media content analysis.

There are three options available when using Socialinsider to categorize your content.

First, you can have our AI tool automatically generate content pillars for you based on the content you typically publish. This is a quick and easy way to categorize your content if you want a more hands-off approach.

Next, you can head to your posts and do a manual search by keyword or hashtag to see how often you’ve posted about a specific topic, event, or campaign.

Or, you can create an Auto Tag based on your keyword or hashtag search that gives you a quick way to filter content based on topics you know you post about often, especially if there’s a specific content type or topic you want to analyze consistently.

Once you set up your Auto Tag, all past and future posts using the keyword or hashtag will be categorized with that tag.

Give your Auto Tag a name so you can easily find it when you analyze your content. Because your social media content analysis centers around different content types and topics, having these categories set up is a key step you can’t miss.

Step 5: Analyze social media content across platforms

Next, it’s time to dive into your content analysis. Using Socialinsider, this means you’ll head to your dashboard, and click Content Pillars in the left sidebar before choosing your topic from either your own content pillars or the AI-generated options.

Once you’ve selected your content pillar, you can then choose your social media platforms.

Use the dropdown menu at the top of the screen to choose your date range. You might conduct a monthly or quarterly analysis to check in on your performance. Then, you can scroll down to start looking at performance.

Step 6: Analyze engagement patterns

As you look at your performance across platforms, start paying attention to any engagement patterns you might see.

For example, Socialinsider provides you with data like:

- Number of posts within the pillar during your selected time frame
- Growth in follower count
- Average engagement (i.e., the number of comments, likes, and shares your content saw)
- Average engagement rate by followers (i.e., the percent of your followers who engaged with your content)
- Your top 10 posts
- Number of engagements per post

With insights like this, you can pinpoint your most engaging content pillars so that you can prioritize creating more of that content and increasing performance with your audience.

Step 7: Benchmarks against competitors

Socialinsider also gives you the ability to identify the social media content pillars for any profile, not just yours. Add social media profiles from your competitors so that you can see what their most popular topics (and the posts within those topics) are, so you get other ideas for how to engage your audience.

To get the most out of your social media content analysis, keep these tips in mind.

Focus on the right metrics

Don’t overwhelm yourself by trying to monitor every single metric. Prioritize your goals, then focus only on the metrics or KPIs that pertain to those goals.

Again, here are the metrics you should track for some of the most common social media content goals:

- Brand awareness: Impressions, reach, video views, followers
- Growth: Reach, followers
- Engagement: Engagement rate, likes, comments, shares
- Website traffic: Clicks
- Sales: Conversions
Pick one or two goals that you hope to achieve so you’re not overloading yourself with too many metrics. Trying to focus on too many KPIs won’t give you the full picture, especially if you look at data that doesn’t impact your bottom line.

Organize your data

Keep your data organized by using the right tools and spreadsheets to house it. For example, instead of looking at each individual social network’s analytics, use a third-party tool that puts all your content analytics in one place.

From there, decide what format works best for your data—PDF, CSV, Excel spreadsheet, etc. Make sure to consistently export your reports in the same format so everything stays streamlined.

Pull your reports around the same time every month or quarter so you can line everything up easily. Save reports within the same folder so you can easily find and refer back to them. Staying organized is going to be a key part of maintaining consistent and quality analysis.

Use social media analytics tools

Enlisting the help of social media analytics tools like Socialinsider helps make the entire analysis process go much more smoothly. First of all, you have all of your analytics within a single dashboard. This means you get to look at one website rather than five different dashboards during your analysis.

In addition, many social media analytics tools give you even deeper insights than your built-in analytics tool can. This is because they’ve tapped into APIs of each network as well as other marketing tools you might be using.

For example, your Instagram analytics won’t be able to tell you how many clicks to your website generated sales, but if you have your Instagram and your website analytics connected via a third-party social media analytics tool, you can certainly find that information.

Look for patterns and trends

A big part of your social media content analysis will be pinpointing similarities, patterns, or trends amongst your content and its results.

This is why Socialinsider’s content pillars feature is so valuable. It creates the perfect dashboard for analyzing patterns amongst your content, helping you find topics that are more engaging and relevant to your audience than others.

By also enabling you to benchmark your competitors’ content, you can further analyze trends within your industry. Look to see if your competitors’ content patterns line up with yours. Are similar topics just as popular for them? And why does that seem to be the case, one way or the other?

Keep track of content lifespans
Content lifespans refer to the length of time that a piece of content continues to get reach and engagement. By tracking your top posts each month and their growth, you can see how long your content tends to continue reaching new audience members.

Knowing your content lifespans helps you to prioritize top-performing platforms and topics. For example, if your content tends to last longer on LinkedIn than on X/Twitter, you’ll know it’s more valuable for your company to create more LinkedIn content.

Conduct regular content audits

A content audit is a more in-depth social media content analysis. It looks at content performance over time, with the goal being to pinpoint areas of improvement rather than finding patterns amongst your content topics.

Conducting a content audit helps you to eliminate low-performing post types, improve content creation and publication processes, and work towards a better marketing strategy.

Present your findings in a visual report

If you need to relay your social media content analysis findings, it’s always a good idea to put them into a visual report that makes it easy for others to look at and understand what they’re seeing.

Using charts and graphs, rather than a spreadsheet or list of numbers, helps convey your results in a much more digestible way.

Spreadsheets like Excel allow you to turn tables of data into graphs, but third-party analytics tools like Socialinsider also give you the ability to present your data in visual ways, with some of our reports appearing in line graphs, bar charts, and more.

Se vuoi usare Socialinsider come tuo strumento di analisi per i contenuti social media, è facilissimo configurarlo. Segui questi tre semplici passaggi.

Primo passaggio: Crea il tuo account Socialinsider. Il nostro piano base parte da 99$/mese e ti offre accesso a diversi report già pronti.

Secondo passaggio: Collega i tuoi account social media. Socialinsider supporta queste piattaforme:

- TikTok
- LinkedIn
- Instagram
- X/Twitter
- Facebook
- YouTube

Terzo passaggio: Accedi ai nostri report di facile lettura. Trovi diversi report nella barra laterale sinistra della dashboard Socialinsider.

Questi report includono:

- Performance dei contenuti
- Engagement
- Impression
- Crescita follower
- Content pillars
- Panoramica post
- Confronto concorrenti

I report più importanti per l’analisi dei contenuti social media sono la panoramica dei contenuti, i content pillars e la panoramica post. Ti aiutano a capire quali post hanno avuto migliori risultati, quali argomenti hanno trattato e quali post potrebbero non aver raggiunto le tue aspettative.

Non puoi modificare i content pillars AI impostati per i tuoi account. Sono stati determinati dalla nostra analisi AI come categorie pertinenti per il tuo business.

Tuttavia, puoi creare e gestire i tuoi content pillars personalizzati. Clicca sul tuo account social media nella dashboard Socialinsider e vai al report Post.

Da qui, digita i tuoi hashtag, keyword e categorie nella barra di ricerca per trovare i post che li includono. Puoi aggiungere quell’hashtag, keyword o categoria come auto tag in modo che tutti i post passati (e futuri) siano facilmente accessibili tramite quel tag.

Probabilmente hai notato che il nostro strumento analytics assegna un settore a ogni profilo che aggiungi. Questo è stabilito automaticamente tramite il nostro strumento di analisi AI, basandosi sui contenuti che hai creato e sul settore che il nostro tool ritiene più adatto a ciò che pubblichi.

Nella maggior parte dei casi, questi settori sono molto precisi. Se però non abbiamo azzeccato perfettamente il settore, vuoi cambiare con qualcosa di più di nicchia oppure stai cambiando settore, sappi che i nostri ingegneri stanno ancora lavorando per permetterti di modificarlo.

Al momento, il settore assegnato a un account social media non può essere cambiato. Continua a seguirci: stiamo lavorando per migliorare questa funzionalità.