Category: Statistics

Insightful numbers.


How to Measure Success on Social Media

The only way to know if your time and effort on social media is worthwhile is to set goals and measure success. That’s easy to understand, but deciding how to measure success on social media can be a struggle.

The effort is worthwhile. Metrics let you understand the impact of your efforts, allocate resources, track progress, and optimize for continued success.

Defining the right metrics starts with having a digital marketing strategy. There, you define your goals. The right metrics measure progress toward those goals.

There are three general types of metrics to consider.

Business-Level Metrics

Business-level metrics are measures that speak to the goals of your organization. Here you show how your digital efforts are contributing to the big-picture goals of your brand. Generally, business-level metrics are data that show financial returns: profit and savings.

Examples: Market share, revenue, brand equity, brand awareness, share of voice, customer lifetime value, and brand affinity

Performance Metrics

Performance metrics, also called key performance indicators (KPIs), measure performance against the goals in your digital strategy. This data provides direct measures against the defined goal(s). These metrics generally have set time frames.

Examples: Sales, reach, engagement, engaged users, clicks, traffic, quality traffic, audience growth, leads, mentions, earned impressions, and conversions

Optimization Metrics

Optimization metrics provide insights on how to improve your social media and other digital efforts. This data is collected to show what’s working and what’s not, so that you can fine-tune your online activities.

Examples: Clickthrough rate, cost per click, conversion rate, engagement rate, engagement per post, reach per post, retention rate, and growth rate

How Often to Post on Social Media

Here’s the #1 question I answer: “How often should I post to social media?” There’s no one right answer, but I can offer insight.

First, you need to consider your goals and audience. Post zero times to places where you audience isn’t or that don’t support your goal. Quality content always beats quantity. If you don’t have anything great to post, don’t post.

Now that we have that out of the way, here are the current guidelines for the most commonly used platforms:

  • On Instagram, post between 3-7 times per week
  • On Facebook, post between 2-5 times a week
  • On Twitter, post between 1-5 times a day
  • On LinkedIn, post between 1-5 times a week

Every social media account is unique, so looking at your metrics is absolutely key to getting the right frequency.

Frequency on Instagram

It is generally recommended to post to your Instagram feed 2-3 times per week, and no more than once per day.

Key Instagram statistics:

  • The average user spends 30 minutes a day on Instagram
  • 81% of people use Instagram to research products and services
  • 63% of American users check Instagram at least once a day

Posting on Facebook

It is generally recommended to post once a day, no more than daily. Some studies have even found less engagement if you’re posting more than that.

Key Facebook statistics:

  • Facebook is the world’s third most-visited website
  • More than half of American users check Facebook several times per day
  • The average user spends 34 minutes per day on Facebook
  • 80% of people access the platform using mobile only

Tweeting Guidelines

It is generally recommended to post no more than 3-5 times per day. People on Twitter are looking for news and events.

Twitter statistics:

  • 42% of American users check Twitter at least once a day
  • Users spend about about 15 minutes per visit

Using LinkedIn

On LinkedIn, post once a day and generally on business days.

LinkedIn facts:

  • Companies that post weekly on LinkedIn see a 2x higher engagement rate
  • 12% of American users check LinkedIn several times a day

Instagram at 11

Instagram launched in 2010. Here are important stats for marketers to know in the platform’s 11 years:

  • Over 1 billion people use Instagram every month (88% are outside of the US)
  • Instagram has 140 million U.S. users
  • Instagram is the 9th most popular Google query
  • In terms of active users, Instagram is outranked only by Facebook, WhatsApp, and Facebook Messenger
  • Users are about half male, half female
  • Instagram users spent an average of 30 minutes per day on the platform in 2020
  • 81% of people use Instagram to help research products and services
  • 11% of people use Instagram as a news source
  • 500 million people use Instagram Stories every day
  • 90% of Instagram users follow a business
  • The average Instagram business account posts once per day and sees an average 1.46% monthly followers growth
  • The average engagement rate for an Instagram post by a business account is 0.96%
  • How-to tutorials are the most popular form of Instagram video content