Social Media Marketing KPIs That You Can't Ignore
Numbers don't lie 😎
When it comes to social media marketing, it’s easy to get swept up in the whirlwind of trends, hashtags, and viral content. But how can you really know if your social media efforts are paying off? Enter KPIs—Key Performance Indicators—the golden nuggets of data that show whether your social media strategy is striking gold or needs a bit of polishing. If you want your brand to truly shine on social media, there are certain social media marketing KPIs you simply cannot ignore.
But first, THINK FAST! Which goal is most important to you?
Growing brand awareness
See more conversions
Build community
Establish brand trust
Now, scroll to find YOUR most important social media marketing KPIs. ↓
Goal-Specific Social Media Marketing KPIs
#1. If You Want To Grow Brand Awareness…
If your goal is to grow brand awareness, you want as many people as possible to know about your brand. KPIs that should be in your spotlight include:
1. Reach: The broader your reach, the more people are becoming aware of your brand. Track this KPI closely to see how well your content is spreading across social media.
2. Impressions: High impressions indicate that your content is not just reaching people but doing so repeatedly. This repeated exposure can help solidify your brand in the minds of your audience.
3. Follower Growth: A steady increase in followers shows that your brand awareness efforts are working. It means that people are not only seeing your brand but are also interested enough to follow along.
4. Profile Visits: When users visit your profile, it’s a sign that your content or ads have piqued their interest. High profile visits often translate to higher brand awareness.
#2. If You Want To See More Conversions…
Conversions are the ultimate goal for many brands—whether that means making a sale, signing up for a newsletter, or any other desired action. To boost conversions, focus on these KPIs:
1. Link Clicks: This is the primary KPI for tracking conversions. The more users click on your links, the more chances you have to convert them into customers or leads.
2. Engagement Rate: A high engagement rate indicates that your audience is highly interested in your content. This interest can lead to higher conversions if your call-to-action is compelling enough.
3. Watch Time: If users are spending a lot of time watching your videos, it means they’re interested in what you have to say. Use this opportunity to include clear calls to action that guide them toward conversion.
#3. If You Want To Build Community…
Building a strong, engaged community around your brand is invaluable. To foster this sense of community, pay attention to the following KPIs:
1. Engagement: Engagement is the heartbeat of your social media community. High engagement means your audience is active, involved, and invested in your brand.
2. Engagement Rate: This metric helps you understand how well you’re building a community relative to your follower count. A high engagement rate suggests that your community is not just growing but thriving.
3. Follower Growth: As your community grows, so should your follower count. But remember, it’s not just about quantity—it’s about attracting followers who will actively participate in your community.
4. Profile Visits: Frequent profile visits from engaged users can signal a growing community that’s curious and eager to learn more about your brand.
#4. If You Want To Establish Brand Trust…
Brand trust is the foundation of customer loyalty. If building trust is your goal, these KPIs should be top of mind:
1. Watch Time: Trust often comes from providing valuable, informative content. If your audience is spending time watching your videos, it’s a sign they find your content trustworthy and credible.
2. Engagement: When users engage with your content—especially through comments and shares—it indicates that they trust your brand enough to publicly interact with it.
3. Follower Growth: A growing follower count can also reflect growing trust. If users are choosing to follow you, it’s likely because they see value and credibility in what you offer.
4. Engagement Rate: A high engagement rate suggests that your followers trust your brand and are actively engaging with your content. Trust often leads to higher engagement, creating a positive feedback loop.
“78% of consumers (and 88% of Gen Z) agree a brand’s social media presence has a larger impact on whether or not they trust a brand.”
- Sprout Social
WAIT, WHAT DO ALL OF THESE KPIs MEAN?
Here are the Major Terms Defined ↓
Confused at any of the terms above? Need a moment of clarification? We got you. Let's take a closer look at the major social media marketing KPIs that you should have on your radar.
1. Reach
Reach is all about how far your content is spreading. It measures the total number of unique users who see your content. The higher the reach, the more eyes are on your brand. It’s an essential metric for understanding how widely your message is being broadcasted.
2. Impressions
While reach tells you how many unique users saw your content, impressions tell you how many times your content was seen. This means one user can account for multiple impressions. Tracking impressions is key to understanding how often your content appears on users’ screens. For videos, you can measure this by looking at the number of times it has been played.
3. Watch Time
Especially important for video content, watch time measures the total amount of time users spend watching your videos. This KPI is a great indicator of how engaging and valuable your video content is to your audience.
4. Follower Growth
A growing follower count is often the first sign that your brand is resonating with people. Follower growth tracks the increase (or decrease) in your followers over a specific period. It's not just about the numbers; it's about attracting the right kind of followers who are genuinely interested in your brand.
5. Engagement
Engagement is the bread and butter of social media metrics. It’s the collective term for all the ways users interact with your content—likes, comments, shares, and saves. High engagement means your audience is not just seeing your content; they’re responding to it, which is a clear sign that your content is hitting the mark.
6. Engagement Rate
Engagement rate takes your engagement metrics and puts them into context by comparing them to your total follower count. It’s a percentage that shows how engaged your followers are with your content. A high engagement rate often indicates a strong, active community around your brand.
7. Profile Visits
Profile visits track the number of times users visit your social media profile. This KPI gives insight into how well your content or ads are driving curiosity and interest in your brand.
8. Link Clicks
Whether it’s a swipe-up link in a story or a link in your bio, link clicks measure how often users click on a link in your social media posts. This KPI is crucial for understanding how effective your social media content is at driving traffic to your website, landing pages, or product pages.
No Time to Monitor Your social media marketing KPIs?
Let Scott Social Do it For You.
Tracking the right KPIs is the key to unlocking success on social media. But with so many metrics to consider, it can be overwhelming to know where to start. That’s where Scott Social comes in!
We’re a boutique social media marketing agency in Phoenix, Arizona, dedicated to elevating and streamlining the social media process for small businesses. From crafting beautiful content to nurturing your online community, we’re here to help your brand shine. Let’s work together to turn your social media dreams into reality!
Slide into our inbox, and let’s chat about your socials!
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WRITTEN BY:
Halie Engler
Social Media Strategist + Copywriter
