Tag Archive for: social media analytics

At the start of 2022, LinkedIn Chief Product Officer, Tomer Cohen put out a call for suggestions on how to improve the platform for professionals and the brands they represent.

Just over a month later, the company says it is already working to integrate these suggestions with a slew of updates to how users can share content, manage their feed, and track their content’s performance.

We’ve collected the highlights below:

LinkedIn’s Updates Based On Your Feedback

Giving You More Control Over Your Feed

LinkedIn is making it easier to signal the types of content you want to see and to flag content that isn’t relevant to you.

Not only can you more easily follow and unfollow connections, but the company has also introduced quick ways to remove content by clicking the 3-dot icon in the top right corner of posts and selecting “I don’t want to see this.”

Lastly, LinkedIn is making it easier to find the content, pages, and conversations most relevant to your goals with improved search tools.

Connect With Industry Authorities To Build Your Career

LinkedIn has always positioned its platform as a tool for those starting out or looking to grow further to connect with the established experts and leaders in their markets. 

To further this goal, the company is working to create new opportunities for career advancement through live events, live courses, and even the chance to speak with industry-leading content creators like Jonathan Fields and Mita Mallick.

Better Measure Your Content Performance

Lastly, LinkedIn is introducing new ways to track how your posts are performing and refine your content strategy.

In addition to broad metrics like the number of people who view your posts, the company says it is going to be soon adding more granular details about your audience including their job titles, engagement patterns, and helpful demographic information.


Obviously, many of these features were already in progress before LinkedIn surveyed users. Still, they show how the company is looking to expand its capabilities in the exact areas users are also most interested in using to build their careers.

Instagram Insights is providing businesses on its platform with a wealth of new demographic data about who is engaging with their content – as well as who isn’t engaging.

Before, the platform only gave businesses Insights about the users who were specifically following your page. 

With the latest update to Instagram Insights, this is now expanded to all the users that see your content, even if they don’t follow your page or directly engage with your posts.

Below, we’ll dig into exactly what demographic information is now at your fingertips on Instagram Insights.

New Demographic Insights on Instagram

Your Engaged Audience

If you want to find out information about the users who are engaging the most with your content, you’ll want to look in the new Accounts Engaged section. 

Here, you’ll find a range of information including:

  • Where your most engaged audience lives
  • What gender are they?
  • How old are your most engaged audience?

Additionally, you can filter the information based on followers or non-followers and see the total number of accounts that have interacted with your posts within a set time range.

Who You’ve Reached

Of course, the number of people engaging with your content or following your page is just a fraction of the total number of users seeing your content. 

The new Accounts Reached section of Instagram Insights contains details about everyone who has seen your posts, whether they liked, commented, or kept scrolling. 

In this section, you’ll find the total number of accounts you have reached, as well as demographic details similar to those found in the Accounts Engaged section.

Where To Find Instagram Insights

If you’ve never checked out your Instagram Insights before, it is located in the main menu of the Instagram App when logged into a business account. 

From there, you can browse all these details and more – like when your followers are most online.

For more about the new demographic details available in Instagram Insights, check out the announcement here.

Facebook quietly revealed that it will be closing the Facebook Analytics service effective June 30th, 2021. After that date, brands and marketers will be unable to access their data. You can export your data to bring over to a new analytics service until then, though. 

Instead of releasing a wide announcement, Facebook is only informing users who are trying to access analytics.facebook.com and within an updated Facebook for Business help center article

As the announcement reads:

“Facebook Analytics will no longer be available after June 30, 2021. Until then, you will still be able to access reports, export charts and tables, and explore insights. To export data into a CSV file from Facebook Analytics on your desktop, click the arrow in the top-right corner of each chart or table.”

It is notable that the announcement did not explain the decision in any way. Instead, it simply pointed users to other tools which can replace some of the tracking and analytics features – though not all. 

Among the recommended tools Facebook directed users to are:

  • Facebook Business Suite allows you to manage your Facebook and Instagram business accounts and can show you detailed insights about your audience, content and trends. (This tool may not be available to you yet.)
  • Ads Manager lets you view, make changes and see results for all your Facebook campaigns, ad sets and ads.
  • Events Manager can help you set up and manage Facebook Business Tools like the Facebook pixel and Conversions API, and reports actions taken on your website, in your app and in your physical store.

The quick shuttering of Facebook Analytics will make it more possible than ever to track users’ behavior on the platform. Even more frustrating for many, the primary recommended tool, Facebook Business Suite, is limited specifically to small businesses and is not actually available to the public yet. That means that there is less time to learn the more narrowly-focused tool during the transition period.

For more information, you can read the updated Facebook Business Help Center announcement here.

Facebook gives business page owners a lot of information that can be useful for growing your brand and increasing engagement with your business page. However, that information has been limited to just those using the desktop version of the site until recently.

This week, Facebook introduced a new Analytics app capable of measuring your business page performance on the go.

The app, now available for both iOS and Android, includes all the major metrics you could hope for to keep an eye on your business page even when you’re away from the office or a desktop computer. You can also set up alerts to notify you when notable changes occur to your performance.

With the new Facebook Analytics app, you can:

  •  Check the metrics you care about most in a personalized overview tab.
  • Create dashboards with the reports you have saved on desktop.
  • Browse automated insights relevant to your business.
  • Get notifications about anomalies in your data.

You can download the Facebook Analytics app in the Apple App Store or Google Play.

Once you have it installed, you can get started monitoring your business page by logging in with your usual Facebook Analytics credentials.

Periscope Logo

Since Periscope launched, it has been a minimalist affair. The app allows you to livestream video from a smartphone, and watch from any device (though only mobile users can comment or “heart” videos). That’s basically it.

The company has added a few basic features like the ability to search and save videos, but it has otherwise lacked many essential features that brands and users have been begging for.

That all looks to be changing this week, as Periscope has announced several new features that should help satisfy users and advertisers alike. From pre-roll ads and analytics to better browsing and cross-platform support, there is a lot of new stuff coming to the app in the near future.

Pre-Roll Ads

Monetizing Periscope has always been a difficult task, but the Twitter-owned company is making strides by introducing pre-roll ads. Similar to those seen on Twitter, the pre-roll ads will allow both publishers and creators to monetize their content with a quick video before their live stream goes live. The pre-roll videos will also show on replays of past live videos.

The ads are expected to roll out in the next couple months. If you want to get in on the chance to be one of the first advertisers to have access, you must be a part of Twitter’s Amplify program.

Analytics Dashboard

panalytics

It’s hard to offer a way to monetize content without also giving publishers the chance to see how their streams are actually performing. Thankfully, Periscope is launching a new analytics dashboard that will give streamers the chance to see just how many people are viewing their videos and for how long.

The dashboard will also include information about how many hearts each video ears, as well as breaking down the time spent watching the live video and its replay. It offers a few different ways to sort the data and the ability to export data. Overall, the information is still fairly limited, but it is a good start.

Activity Details

activity-tab

Keeping in the spirit of helping creators gauge engagement, Periscope’s new activity tab lets you see new followers and when someone watches a replay. The company says it plans to expand this tab with much more detail about your viewer’s behaviors. For now, you can see the basic engagement info in the new tab being released to Android and iOS users today.

Periscope Comes To Twitter Moments

Twitter is also working to incorporate Periscope content more prominently across its platform. The latest move to do this comes in the form making Periscope videos watchable from directly within a Twitter Moment. Moments, the company’s curated new stories, highlight top-quality content to users across the platform and could give a great deal of visibility to Periscope streamers.

Source: Shawn Campbell

Source: Shawn Campbell

Smart webmasters and marketers know analytics is the key to online success. Analytics services are the best way to know exactly how your site or content is performing and what you can do to improve it, but it has traditionally been more difficult to monitor your performance on social media through anything other than followers, likes, and retweets. Thankfully, that is all starting to change.

Twitter has operated an analytics service for users for over a year, but today they have launched a significant upgrade to its analytics tool which promises to give marketers and webmasters much greater insights into who their audience is and how to reach them.

The upgraded analytics tool, called “Audience Insights” offers a much deeper analysis of demographics, interests, lifestyle, consumer purchasing behavior, television viewing preferences, and even mobile carrier and device usage. The service works by matching data from Twitter’s Marketing Platform Partners such as Datalogix.

According to Twitter, the new Audience Insights will help brands improve their paid and organic marketing strategies on Twitter, and will be especially effective for advertisers as Twitter product manager Andrew Bragdon explained.

For example, if you’re running a campaign to increase awareness about a new cosmetics line, you can use this tool to learn about your potential customers on Twitter — the beauty products they’ve recently purchased, what fashion trends they’re interested in and even TV viewing behavior. Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative — such as a Vine or video clip — your audience will find most compelling.

The insights dashboard offers easy and convenient tracking categories including gender, occupation, household income and net worth, home type, home value, marital status, education, consumer buying styles (premium brand vs. natural living vs. weight-conscious), favored television genre (drama vs. sports vs. comedy), type of credit card, and consumer good preferences.

The advanced analytics tool also makes it easy for marketers to compare their followers and organic audience against the full Twitter audience.

Audience Insights are already available for all Twitter advertisers and users of Twitter analytics. To access it, just visit ads.twitter.com while signed in, click on the “Analytics” menu, and select “Audience Insights”. You can also access it at analytics.twitter.com, under the “Followers” tab.

Below, you’ll find screenshots of each audience insights category as originally compiled by Marketing Land:

Overview

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Demographics

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Lifestyle

twitter-insights-life-800x420

Consumer Behavior

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Mobile Footprint

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Viralheat LogoSocial media analytics and publishing platform Viralheat announced today they will continue to expand their dashboard with new advanced Facebook targeting. That means businesses and marketers will be able to publish and customize ads and other marketing content targeted towards specific relevant demographics based on criteria such as location, age, gender, education, and marital status.

Viralheat has been expanding their dashboard since their redesign was unveiled in February adding the capabilities to manage multiple accounts and engage with audiences easier, as well as including new tracking analytics.

The platform is one of many social media marketing platforms, but the makers of Viralheat hope to simplify the tedious task of managing multiple social media account. It allows users to create Smart Stream Feeds which filters based on keywords, social networks, and sentiment. It also allows users to publish directly to personal accounts.

“We saw the need for our larger clients to be able to target their audience based on specific demographic criteria,” TechCrunch reports Viralheat CEO Raj Kadam said in a statement. “Often times they’ve expended their marketing budgets trying to manually reach a target audience without blasting announcements or offers to their entire following. Our advanced Facebook targeting features allows users to reach a very specific demographic. It has been particularly helpful to our customers that are trying to reach very niche audiences.”