Social media campaign analysis

Individual metrics can be hard to interpret. Gaining 10,000 followers might be a lot or a little, depending on how comparable channels performed over the same period.

The comparison shows where you’re doing well, where other channels are stronger and where there’s room to improve.

The analysis uses five publicly available social media metrics:

• Current follower count
• Follower growth
• Video views
• Number of posts published
• Total interactions, including likes, shares, saves and comments

Each comparison covers the past 90 days.

The past 90 days show how a channel is performing now. Older data can be interesting, but tells you less about what’s working today or where a channel is heading.

The period is long enough to reveal meaningful trends and short enough to inform your next decisions.

Choose one profile to compare with yours. It can be a direct competitor or a brand or organisation whose social media presence you look to as a benchmark.

A profile with a similar audience or communication goal makes the most useful comparison.

Each analysis compares your channel with one competitor’s channel. To compare several profiles, run the analyses one at a time and compare the results. You can run up to three analyses.

The analysis focuses on measurable differences between the two channels. It shows how many posts each published and how many views and interactions those posts received in total.

A closer look at individual posts, formats, topics and their quality requires a more detailed social media audit.

The recommendations help you interpret the results and decide what to work on next.

For example, the comparison might show that your channel is growing much more slowly, your videos get fewer views, or your posts receive little engagement despite frequent posting.

The recommendations use publicly visible metrics from your channel and your chosen comparison channel. This makes them specific to you, though they don’t go as far as an in-depth strategy consultation.

Fully tailored advice also takes qualitative factors into account: your brand, business or organisation, competitors, community, relevant topics and the quality of the content itself.

The analysis uses public, quantitative data. You can compare channels from the outside without internal analytics or confidential information.

The results give you a sound basis for comparison. To assess your channel as a whole, consider them alongside your goals, industry and audience.

Follower count is one of five metrics. A smaller channel can grow faster, generate more video views or have a more active community.

Looking at several metrics together gives a fuller picture than comparing follower counts alone.

Use the results to understand where you stand, bring figures into internal discussions and identify initial steps for your channel.

The analysis can also help you start reviewing your social media strategy or identify where you have the most room to grow.

It’s for businesses and organisations that want to see how they compare with a competitor’s channel.

It’s particularly helpful if you want to understand your starting point before making a major strategic decision or commissioning a full audit.

You need your own social media channel and a public competitor profile to compare it with. The analysis uses publicly available data.

Choose a channel that reaches a similar audience or is a meaningful benchmark in your market.

Start with the recommendations. Look at which metric shows the biggest difference and what you could do about it.

For a closer look at why the differences exist and which strategy fits your business, the next step is a full social media audit.