Facebook insights do more than just throw random numbers at you. This data is actually quite meaningful for your business or blog when you actually know how to make sense of it. You can even export the Facebook Insights in an excel sheet format and analyze the numbers to better assess your social media position and where you could improve.
I want to share with you the insights that I mostly keep an eye on on my Facebook pages. You will notice I don’t even bother to look at likes because to me it’s all about the engagement that matters, better engagement means that my content will potentially reach a greater audience and I’ll grow my likes organically.
When on your Facebook page, click on ‘Insights’ at the top and the only sections I really refer to in here are posts and people.
Firstly, you want to make sure you’re posting your updates when your fans are online. In the ‘posts’ section, you can see this information.
Then you want to look at the information below this which is titled ‘all posts published’. This is where you get the juicy information on your posts performance. It will tell you the date and time it was posted, what type it post it was (photo, video, text), how many people it reached and the engagement on the post (likes, comments, shares). But you can drill down this information even more by clicking on the actual post in this table.
After you click on the post, it will bring up a whole new window with the specific insights for that post as you can see below:
Most of the information is self explanatory, but I’ll elaborate on a few that might not be clear:
This is not actual clicks to the website, it could be when people click on the title of the post or on the page name.
Negative feedback is not when someone leaves a nasty post, it’s actually when they do one of the following things from this particular post:
- Hide the post
- Report the post as spam
- Select ‘hide all posts’ as a result of this post
- Unlike your page from the post
The information you can find in the posts section of insights is what I believe to be the most important for your Facebook page success. It’s here you can see what posts work and which one’s don’t. If you see a particular type of post working really well in terms of engagement and shares, share more of it. If you see a certain type of post that continually gets negative feedback, stop sharing it.
You can also look at patterns between the time you post a particular piece of content and the type of content it is. Perhaps humorous posts do better late in the afternoon and inspirational ones early in the morning. It’s in the ‘posts’ section where you can determine this with the ‘when your fans are online’ and ‘posts’ insight.
I must admit, I don’t look at this section often because my insights here have always been pretty steady and my content matches my fan demographic, but if you haven’t checked it out, you really should because you need to know your audience.
Here is an overview of my audience:
This is exactly where I want my audience to be for The Multitasking Mummy, the demographic is perfect. You can see that I have 97% women, a main age group of 25-34 followed by 35-44 and the majority of my fans are from Australia.
You can even go one step further and click on the ‘people reached’ and ‘people engaged’ tabs to see who is engaging with your posts. If you’re trying to get more engagement from your Australian audience but your USA audience is doing most of the engaging, you can go back and look at the posts you are sharing or the times you are posting and revise your content strategy.
If you’re in a situation where your audience insights don’t reflect the audience that you actually want, it’s time to re-jig your content strategy. Develop content that your ideal demographic will enjoy, find useful and valuable. If you’re in a situation where you’ve got the right audience but they’re not engaging like you want them to again, re-jig your content strategy. Look at the posts that have worked and share more of that type of content. When you’re thinking about what other content you could share, think about what their pain points are, what do they need help with, what will make them feel better? If your demographic are people like busy working mums, you might ensure that most of your content can be consumed easily and quickly on the run. More in depth posts which involved more reading might be shared later at night when Mums are able to relax. Think about your reader.
Lastly, once a month you may want to also take a look at the nitty gritty insights on your Facebook page by exporting some Excel spreadsheets. You can do this by going to your insights and clicking on the ‘export’ button in the top right hand corner. Here you can select the type of data you’d like to export, either page data for engagement, like sources and audience details or post data for reach, impressions and feedback data. You will see at the top of the spreadsheet underneath each title it will give an explanation of what each metric means.
My recommendation is to take 20 minutes each week to assess your insights and reassess your content strategy where needed. These insights are so powerful and allow you to assess things like where an increase of fan growth came from (or perhaps fan decline). Post level data also gives you relevant information regarding the effect of your posts and helps you track the progress of your social campaigns more effectively.
So if you’re wondering one day why your posts aren’t doing so well or you’re losing fans, always check your insights first. But don’t forget too, Facebook changes all the time and as much as you can follow your insights, sometimes there are simply no explanations for a a drop in things like reach or why posts that are ‘fluff’ do much better than quality content (an example is my ‘what decade does your parenting style belong to’ above. It blitzed all other posts in that week, my other posts had the poorest reach I’d had in a long time.)