The word “analytics” sounds scary but we all know getting over your fears is one of the steps to success. Using free data you get from the social platforms can be useful in learning what’s working and what’s not.
One area you’ll want to keep your eye on is each social platform’s algorithm or feature changes. Back in 2016, Instagram made some serious changes in their algorithm, putting “what you want” at the top of your feed rather than a nice chronological order. This forever changed the game and data for influencers and users. Other platforms took notice and did the same thing. A simple Google search or periodic visits to the social platform’s business pages will help you stay on top of changes. Being in the know can put you ahead of the curve.
Analytics is your friend and there to help all those involved, but you got to get to know how to use it. Taking the time to understand your social media data doesn’t mean you need to take a class in coding, you just need to know which metrics matter and how to use them to your advantage. We’ll go deeper into metrics in another article, but for now, you should know that there are metrics that matter to you as the influencer, and there are different metrics that brands care about when evaluating you for a campaign.
You can use the native social platform’s analytics or use a third party like Hootsuite or SproutSocial (among many others) which will aggregate multiple social platforms into one easy to view dashboard. Companies like these help you save time with a suite of user-friendly, customizable reporting options that scale with your brand and grow with you. They will also help you gain an advantage by comparing your social engagement with other accounts and give you quick tips and insights as to what helped them grow their audience.
If you have made it this far you are probably waiting for me to mention, why this is a must. Why should you take the time to learn about your data? I don’t have all the answers but I have some, one of them is knowing your social media data means getting to know your audience in a much deeper way. As much as you may benefit financially from a popping social platform, it is only because of your audience, so they are very important to get to know.
For my influencers who are going the extra mile and posting on multiple platforms, your analytics will tell you what platform is doing better and why. And knowing your “why” will help you produce better content in the long run. While knowing your audience is a must, we have all heard the saying “Keep your friends close but enemies closer”. Yeah, once you know your data you can then compare to your competitors and find new, creative ways to stand out.
The influencer world is crazy and ever-changing, so having an extra tool that allows you to see a bigger picture will help you grow your audience and stand against those who have been there for years. It’s your data, so use it to your advantage!
Your brand is you and you are your business, growing a successful influencer business is easier when you have tools and help, and that’s what we are here for.