According to a recent survey, more than half of companies using social media believe it has had a positive impact on revenue. Leveraging this tool to your company’s advantage should be a key element of your marketing strategy. Whether that means partnering with a Facebook advertising agency or hiring an internal specialist, building a strong online presence is vital.
That said, to understand how effective a campaign is, you need to track the right metrics. The following are particularly worth focusing on:
Length of Video Views
A recent report from Cisco indicates that video will account for 82% of all web traffic by 2021. Customers already expect brands to use video as a means of promoting marketing content in a dynamic way.
That’s why you need to track how much time people are actually spending viewing your videos. Simply tracking views isn’t enough.
On Facebook, a video is considered “viewed” if it plays on a user’s screen for three or more seconds. The problem is, videos often autoplay in Facebook feeds. Thus, you can’t say for sure that a view corresponds to a user actually watching the majority of the video. By tracking how long they’re watching your video, you get a better sense of whether users are truly engaging with your brand.
Volume of Posts
This is a metric you can track to refine a campaign. The simple fact is, every single time you post on social media has an impact on how your followers perceive your brand. Sometimes that impact is negative, and sometimes it’s positive.
Additionally, the ideal posting frequency for one business may not be the same for another. You need to pay attention to how your followers react when you share a certain volume of posts in a given period of time. The more you pay attention to this metric, the easier it will be to determine when and how often you should post.
Facebook helps marketers design stronger content by assigning a Relevance Score to ads on a scale from one to 10. Facebook evaluates several factors to determine the score; at first, the rating merely indicates how successful Facebook predicts an ad will be. As more users interact with the ad, the number adjusts accordingly.
Paying attention to this metric helps marketers easily identify what types of content work on social media, and what types don’t.
Most social marketing content will link a customer back to your site, where they can make a purchase, register for a service, or take some other form of action. Simply tracking how many clicks an ad receives won’t let you know whether it’s effective at boosting revenue. To truly determine its strength, you also need to be tracking conversions.
Keeping an eye on these metrics is key to leveraging social media to its full potential. Marketers who pay close attention to a campaign’s performance are better-equipped to design campaigns that succeed on all social media platforms.