Indispensable for companies and brands wishing to optimize their online presence, following the right KPIs on social networks (Key Performance Indicators) also makes it possible to measure progression to the set objectives.
Whether on LinkedIn, Instagram, Facebook, Tiktok, X or Snapchat, discover the main visibility, commitment and conversion indicators to follow.
KPIs to assess your visibility on social networks
Increasing your notoriety on social networks is necessary to attract new customers and retain your existing audience. In addition, a marked presence strengthens your brand image and widens your scope, thus creating new business or sales opportunities. Let's see together KPIs of social networks that testify to your visibility.
1. Reach (Reach)
The first KPI on the networks to follow is the range. It corresponds to the number of unique people who have seen your publications. This performance indicator assesses the magnitude of your audience on social networks. An extended Reach suggests that your content is attractive enough to attract large -scale attention.
To analyze it, observe the fluctuations of the range on different posts and identify those which maximize this metric.
You can also compare your figures to global statistics: for example, organic scope on a Facebook page is to 5.17 %.
On Instagram, it depends on the number of subscribers: profiles with less than 50,000 followers have a average reach of 25.1 % ; Between 50,000 and 200,000 subscribers, this rate is 18.3% and for accounts with more than 200,000 members, it is 13.8%.
The other platforms speak rather of coverage or prints.
2.
Impressions quantify the total views of your content, including the viewing repeated by the same users. This KPI available on all social networks helps you understand how frequency your posts are exposed to your audience.
On X, for example, impressions can be much higher than the scope, because of the dynamic nature of the news wire. A post on Facebook can cause about 1.5 to 2 times the number of impressions compared to the range. This means that several users are exposed twice to the same publication.
Finally, if you try to Expand your audience on LinkedInknow that the publications of the professional social network generate 8.63 Impressions for 100 subscribers.
3. The growth rate of subscribers
The growth rate of subscribers indicates the speed at which your community widens over a given period. This KPI flagship of social networks provides an overview of efficiency your recruitment strategy.
A community that increases day after day signals an increased interest in your brand, which can be catalyzed by promotional campaigns, viral content or a strong ad in another media (television, podcast, blog, etc.).
Analyze this rate monthly gives a precious overview of the health of your audience. The important thing is to maintain positive growth. If you notice the opposite, it is because it becomes urgent to resume your editorial line in hand, to improve your content and perhaps, to consider using Influence marketing.
KPIs to understand commitment on social networks
A committed audience is a strong sign of success on social networks. In fact, interactions show that your content captivates your community. In addition, the more reactions you have under your publications, the more they are visible to an enlarged audience. It is therefore important to watch and optimize engagement indicators on your various social networks!
4.
The engagement rate reflects the level of interaction that your content arouses on social networks. Here is the formula to calculate it:
(Total des interactions* / total de followers) x 100*The interactions recorded are likes, comments and sharing.
To find out if your score is average, here are the average commitment rates by social networks for 2023-2024:
According to A Social Insider benchmarkthe average is 0.70% but varies according to the sectors. For example, it is 1.40% in the field of education, 1% for airlines, 0.8% for alcohol manufacturers or 0.41% for interior decoration.
The average is 0.15%, all industries combined. It ranges from 0.42% for craft creations to 0.10% for fashion, including a rate of 0.40% for the food industry and 0.30% for telecoms.
Tiktok
Despite a recent drop in overall engagement, Tiktok remains the social network which arouses the most interaction with an average commitment rate of 2.65%.
As on Instagram, education generates the most reactions, with 4.90% engagement rate, followed by alcohol brands and hotels with 3%. At the bottom of the ranking, let us quote fashion with 0.80%.
Twitter (now called X)
Like the other platforms, X has a commitment score that varies depending on the sectors. After A hootsuite studythe average is 1.14%. The media and entertainment sector records a rate of 1.45%, government entities are 1.31%, real estate is 1.27, while the areas with few interactions are well-being and health (0.98%), food (0.79%) or retail (0.93%).
Also according to Hootsuite's survey, Linkedin records an average engagement rate of 1.24%. Government institutions go out with a score of 1.90%, followed by real estate (1.34%) and financial services (1.28%). Among the less engaging industries, there is retail (1.08%), the media (1.05%) and food (0.90%).
5. Post interaction rate
Measuring the interactions by Post gives you a precise overview of what captures the attention of your audience. Indeed, it is not always the publications with the most reactions that have the best engagement rate!
This KPI to follow for all social networks Calculate as follows:
(Total des interactions d’une publication / portée ou impressions du post) x 100For example, if a publication obtains 75 reactions for a range of 1,500, the interaction rate is 5%.
Now imagine a post with a range of 900 and 52 reactions. Its interaction rate is 5.77%.
Even if the latter received fewer likes, comments or sharing, it is more efficient.
6. The click rate (CTR-Click-Through Rate)
The CTR is an important indicator to measure the effectiveness of your calls for action. It is calculated as follows:
(Nombre de clics / portée) x 100Did you know that Facebook is the social network that has the highest click rate, with an average of 3.86% ? An important metric to optimize your advertising campaigns and, in particular, Your Facebook ads.
Remember to carry out tests using different CTAs and placing them in various places in your publication to find the formula that generates the most traffic.
7. The amplification rate
The amplification rate measures the volume of sharing compared to your total number of subscribers.
A high percentage shows the growth potential of your organic scope. It also proves that your content demonstrates a great added value for your audience, since it is ready to share it with its loved ones.
Conversely, if this KPI seems weak on certain social networksremember to innovate with more interactive formats, such as videos, carousels, real or stories for Improve Instagram engagement. Ask questions, arouse debates or give unpublished advice, really useful on the daily life of your subscribers.
KPIs to analyze conversions on social networks
Conversions are the ultimate goal of your strategy on social networks! The latter must support your acquisition of leads and your sales, to maximize her return on investment (king). To this end, following these KPIs is essential, both for your organic publications and for your advertising campaigns!
8. The conversion rate
The conversion rate is a precise barometer of the commercial efficiency of your content. Unlike the CTR, it is not a question of simply assessing the total clicks, but rather of verifying the action accomplished after the visit.
As for the conversion content, it depends on your goal. This can be a request for a quote, downloading a white paper, registering for a newsletter or purchase on your site.
To calculate it:
(Total de conversions / total de clics) x 100You can also use this broader formula:
(Total de conversions / total de vues du post ) x 1009. The cost by conversion
Measuring the cost per conversion allows you to quantify the necessary budget to obtain the actions wanted. This indicator sheds light on the performance of your advertising campaigns, as well as the purely financial benefits of your strategy on social networks.
Since the monitoring of this KPI measures the cost of total acquisition by customer through all channels, it helps you optimize the budget allowance dedicated to this marketing axis.
10. The return on investment (king)
The return on investment shows if the budget injected on social networks comes back to you in the form of profits. As with the cost by conversion, you can, on the one hand, estimate it for each advertising campaign, in order to refine your ads on the different platforms. On the other hand, remember to assess it for all expenses related to your social media (content creation, community manager, tools dedicated to social networks, etc.).
A positive king is a sign that your investments bear fruit. However, do not let it stagnate or regress: aspire to improve it continuously.
Our latest advice to use the KPIs of social networks
To take advantage of the main KPI of social networksplan to adopt a predictive approach. To do this, analyze the indicators of the past years to know your evolution and anticipate changes in the behavior of your audience. The objective is to adjust your campaigns, as well as your Media social strategy, to keep your advance on competition (or exceed it!).
Need expert support? Call on a community manager on coder.com To boost your strategy and assess your KPIs in a relevant way.