Screenshot of Twitter analytics' Tweet Activity screen, featuring charts and graphs about tweet activity
Analytics, Twitter

How to Find and Use Twitter Analytics

When it comes to social media, Twitter is a classic. One of the oldest social networks, this fast-paced microblogging site has 335 million monthly active users. Because Twitter moves so quickly, it can be hard to identify which tweets are doing well and how your account is doing overall. That’s where analytics comes in. So let’s take a look at Twitter’s analytics.

(Note: Since Ely Social doesn’t currently have a Twitter presence, the screenshots are from consultant Jalyn Ely’s personal Twitter account.)

How to Find Twitter Analytics

Twitter does offer both personal and business accounts, but you can access analytics for both types of accounts. Accessing Twitter’s analytics is easy – log into Twitter, click on your profile picture in the top right corner, then click “Analytics.”

Screenshot showing the menu that appears when you click your profile picture in Twitter on a desktop computer

If you haven’t accessed Twitter analytics on your account before, it will prompt you to click a button to activate analytics.

And there you are! You can access all of the analytics available to you in the analytics dashboard.

What’s in Twitter Analytics

The main screen is the Tweet Activity screen. You will see your tweet activity for the past 28 days (you can adjust the date range by selecting a time frame in the “Last 28 Days” dropdown menu). You will see a lot of data on your tweets.

Screenshot of Twitter analytics' Tweet Activity screen, featuring charts and graphs about tweet activity

At the top is an Impressions graph, which shows how many people have seen your tweets in the selected date range and a bar graph that shows how many impressions you got per day (blue bars) and how many tweets you tweeted on each day (gray bars).

Directly below that is all your tweets in that period, ordered by date (most recent on top). You can adjust this view by selecting Top Tweets (which will rank your tweets by how popular they are), Tweets and Replies (which will show both your tweets and tweets you made replying to other people, ordered by date), or Promoted (which will show you how well any tweets you paid to promote are doing).

The right column is line graphs with how well you did in different metrics (like engagement rate, likes, and retweets) per day as well as an average over the selected period.

At the top are a few more options.

Menu of Twitter Analytics, showing the different page options

The default view is Tweets. You can also select Audience to view insights about your Twitter followers (if you have enough followers), Events to see events that Twitter users are tweeting about, and under More, you can select Videos to view analytics about videos you’ve posted and Conversion Tracking to install a tag on your website to track who clicks to your website from Twitter.

How to Use Twitter Analytics

That was a lot! Twitter has really robust analytics for you to use. So how do you use Twitter analytics?

One of the easiest ways to use Twitter analytics is to explore your top tweets over the last few months. Which tweets got the best engagement? What seem to be the patterns or common themes? Or on the other hand, which tweets did really poorly? This will help inform what you should tweet about in the future to get a better response.

You can also look at your impressions graph to see what days your tweets do best. Maybe your tweets seem to get the most impressions on Tuesdays, in which case you should tweet extra on Tuesdays to maximize your reach.

Finally, if you have enough followers, you can look at the Audience tab to get data on them. Maybe you thought you were tweeting for middle-aged business professionals, but your audience turns out to be mostly Millennials. Knowing who your audience is can help inform what you tweet.

There are a lot of things you can do with Twitter analytics to fine-tune your tweeting strategy to get the best response. These ideas are only a few of the things you can do. Explore all the data available to you and see what you can learn!

three-dimensional Instagram logo on a background that transitions from orange in the lower left corner to pink in the middle to purple on the right
Instagram

Will IGTV Replace YouTube?

Instagram moved in on Snapchat’s territory when it launched Instagram Stories in 2016. Now it’s moving in on another social media network: YouTube.

Instagram launched IGTV at the end of June 2018. IGTV is a long-form video platform, with video lengths going up to an hour (as opposed to regular Instagram posts, which limit videos to 60 seconds). IGTV has its own app, but it can also be accessed through the new IGTV button at the top of the Instagram app.

When Instagram decided to do what Snapchat was doing, they quickly surpassed Snapchat in terms of daily users. Their new foray into longer videos and a video-only platform has people wondering – is Instagram going to replace YouTube like it did with Snapchat?

Now that IGTV has been out for a little bit and we’ve had some time to look at it, we have an answer: No. We don’t think that IGTV will ever replace YouTube. Here’s why.

Limited search feature

There is only a very limited search feature in IGTV. You can’t search for individual videos – you can only search for “channels” (i.e. accounts). If you’re interested in a specific subject and you want to watch a video on it, you can’t search for it on IGTV unless you know of an account that posted a video on that specific subject.

Entertainment-focused

IGTV is mostly focused on entertainment or information-sharing. You can’t find music or lyric videos, background music, tutorials, movies, or children’s videos on IGTV like you can on YouTube.

No archiving

You can only see an account’s most recent IGTV video. You can’t find any video that was posted in the past.

Mobile only

Even though most internet traffic is mobile these days, there are still people who prefer to watch videos on their laptop or desktop (or put on a video and do things on their phone simultaneously). Mobile-only also makes it harder to watch with other people, harder to watch while doing something else with your hands (like following a tutorial), and impossible to watch while doing something else on your phone (many people enjoy playing games on their phone while watching videos).

It’s new

IGTV simply doesn’t have the backlog of videos that YouTube does. And even if it did, you wouldn’t be able to find it – see the first point about a limited search feature. YouTube has 13 years worth of content you can search for and rewatch at your leisure; IGTV has just over a month’s worth of content, and you can’t see anything that isn’t an account’s most recent video.

None of this is to say IGTV is bad. On the contrary, we can see Instagram having a lot of success with it and a lot of content creators adopting it. However, we don’t see it cutting into YouTube’s market share very much – at least not without a lot of major changes to the platform.

Screenshot of the Instagram analytics screen
Analytics, Instagram

How to Find and Use Instagram Analytics

Instagram is a hugely popular social media network, especially with the Millennials and younger group. Instagram’s analytics aren’t hard to use, and they can help inform your posting strategy. So let’s take a look.

How to Find Instagram Analytics

Instagram analytics are actually really easy to find. Open the Instagram app and go to your profile. Once there, click the button at the top that looks like a series of four vertical lines.

Screenshot of an Instagram profile with the analytics button at the top highlighted in red

And there you are! All of Instagram’s analytics are right there.

You can also view analytics for an individual post by going to your profile, tapping the post, then tapping “View insights” beneath it.

What’s In Instagram Analytics

Instagram analytics has three tabs for you to look through.

Screenshot of the Instagram analytics screen

The first tab is the Activity tab. This tab shows you how many times your posts have been seen, how many unique people have seen your posts, how many people have interacted with your posts – basically all the standard analytics data you would expect to see.

The Content tab lets you see data about your individual posts, your Instagram Stories, and your paid promotions. This is where you can check how well your stories are doing and compare your posts for the past week to see which ones are doing best.

The Audience tab doesn’t have any information unless you have 100 or more followers, but once you have that many followers, it will give you a detailed breakdown of all the demographics of your followers, including age, location, and when they interact with your posts.

How to Use Instagram Analytics

Like all analytics, you can use Instagram analytics to see which of your posts are doing better than others and look for common themes so you can create better content in the future. These analytics are also good for monitoring how well your account is doing (and for reporting to your boss, if that’s part of your job). Looking at when your audience interacts with your posts can also help you determine the best days and times for you to post for maximum reach and engagement.

Analytics, Facebook

How to Find and Use Facebook Analytics

Despite its recent data scandal, Facebook is still a major social network (and one we recommend to everyone who’s just getting started with their social media presence). So it’s only fitting that the first network we dive into specifics of be Facebook.

How to Find Facebook Analytics

Finding Facebook page analytics is actually really easy. Log into Facebook and go to your page. Then click the “Insights” tab at the top.

Screenshot of Facebook page with the "Insights" tab highlighted in red

And there you are! You can now see all the numbers relating to your page and posts.

Using Facebook Analytics

Now that you have the numbers, what do you do with them?

The Page Summary

Screenshot of Facebook analytics

The Page Summary gives you an overview of what’s been happening on your page. The default view is for the previous 7 days, but you can change it by clicking the “Last 7 Days” dropdown and selecting a different range.

The summary shows nine different pieces of information about your page and the numbers associated with each. Each of the categories in the summary can be viewed in more detail using the tabs on the left side.

The most valuable thing you can do on this page, especially when you’re new and don’t have a lot of likes and engagement, is to look for spikes – spots where the numbers are higher than the surrounding days. For example, Ely Social’s page has spikes on May 11 and May 13. Once you’ve identified the spikes, you can scroll down and see what you posted on that day that got such a good reaction and brainstorm more similar things to post.

The Tabs

We’re going to look at a few of the tabs on the left and highlight where you can get some more valuable information. For a more in-depth look at the tabs, see this article from Hootsuite.

On the Posts tab, at the very top, you can see a breakdown of when the people who like your page are usually online. This can help you get an idea of the best times to post.

The Actions on Page tab will let you know how many people clicked on various things on your page, such as your website address or your call to action button. If your goal is to drive people to take action on your page, this tab will tell you how well you’re doing at it.

The Page Likes tab will give you data about how many likes you have, as well as where those likes happened, so you can see what posts or other activities are driving people to like your page.

Explore

There’s a lot you can do with Facebook analytics, and the easiest way to learn about it is to explore it yourself. Take half an hour, click through all the different tabs and options behind the Insights tab, and see what data there is for you to explore. Not all of it will be relevant or helpful for you if you’re new to Facebook, but there is still a lot of valuable information to be found.

Ephemeral Content, Instagram

How to Succeed with Instagram Stories

If Snapchat is the network that started the ephemeral content trend, Instagram is the one that perfected it – Instagram stories has more daily users than Snapchat! Companies that do it well make creating a great Instagram story look easy, but it’s harder than it looks. Here are a few tips to help you succeed with your own Instagram stories.

Keep it polished

Even though Instagram stories lift their functionality directly from Snapchat, the two platforms require different strategies. Where Snapchat is perfectly fine with more raw, candid content, Instagram requires a certain level of polish. Don’t be afraid to give people a look into the daily workings of your business, but keep it professional.

Avoid too many hashtags

While putting a block of hashtags at the end of a normal Instagram post isn’t bad, putting too many hashtags in your story just clutters it. At most, choose one hashtag.

Use hashtags and locations

Even though you shouldn’t cram your story full of hashtags, it’s still a good idea to use one and/or include a location! This will get your story more exposure, since it will show up in searches for that tag or location (and could possibly be put in a “featured in this location” story collection for the tagged location).

Share interesting content

This is somewhat obvious, but make sure the content you share in your story is interesting. Chances are nobody cares about the new conference table at the office, but they might find it interesting to know that the C-suite executives all have walking desks. A good litmus test: “If one of the brands I follow posted this, would I be interested?”

Get creative

Good Instagram stories require creativity! The goal is for it to be engaging to your audience, and that requires some creative thinking. The most interesting thing in the world can still be not engaging if it’s presented uncreatively. If you’re not a creative person, it might be worth talking to a creative person about it – if nothing else, look at other brands’ Instagram stories and see what techniques of theirs you can imitate.

Instagram

How to Use Instagram Stories

If you haven’t done anything with Instagram Stories yet, it can seem overwhelming. There’s a lot of features that you can use, but it’s not always intuitive to use them, and seeing other people or companies’ professional-looking stories can be intimidating. So in this post, I’m going to walk you through creating an Instagram story and the tools you can use to make it great.

Let’s get started!

When you open the Instagram app, there are two ways to post a story.

The first is by clicking the camera icon in the top left corner. The second is by clicking on your profile picture labeled “You.” Both will lead you to the same screen where you can create your story.

On that screen, you have multiple options. At the top, you have the gear icon which will let you change the settings (the defaults are usually fine) and an arrow that will take you back to the previous screen. On the bottom left, there is a square Camera Roll button, which will let you post a picture you’ve taken in the last 24 hours to your Instagram story. Next to that is the lightning bolt button that toggles camera flash on and off, the large white record/take picture button, the arrows that switch to front-facing camera and back, and the face icon, which can apply filters to your face.

At the very bottom are options for the type of story you want to create:

  • Type: Text on a background
  • Live: A live video
  • Normal: A standard picture
  • Boomerang: A short video that plays forward and then in reverse
  • Superzoom: A video that zooms in while recording
  • Rewind: A video that plays in reverse
  • Hands-free: A video that doesn’t require you to press and hold the record button, just tap to start and stop

Once you take your picture or video, you get the modification options.

In the top left corner is the X to cancel and go back to the picture-taking screen. On the right, there is a small square face icon, which will let you add features like a location, hashtags, the time or day of the week, and various stickers and emojis. The pen icon will let you doodle on the image, and the Aa icon will let you add text.

Once you have it the way you want it, you can tap the “Send to” button to send it directly to someone, or tap the “Your Story” button to add it to your story.

And that’s it! You’ve just created a great Instagram story!

Ephemeral Content, Snapchat

Successful Social Media Marketing on Snapchat

Snapchat is the network that started it all when it comes to ephemeral content – their entire network is built on the idea of content that disappears after 24 hours (or, in the case of private messages, after one viewing). At first, it was purely a social network, with social media marketers not sure how to leverage content that disappears in their strategy.

But Snapchat’s been around for a few years now, and social media marketers have figured out how to work with it. Many brands are having huge success on Snapchat. Here are some things you can to do maximize your social media marketing success on Snapchat.

Post interesting content

This seems like a no-brainer, but I’m mentioning it anyway because a lot of people find it hard to post interesting content, especially if they’re new to social media marketing. Many times, people post things just to post something. A good rule of thumb is to ask yourself, “would I enjoy this if a brand I follow posted it?”

If you have a hard time with this, I’ll have a post up in a few weeks with ideas for content you can post on Snapchat.

Post regularly

I wrote an entire post on why you should post regularly on social media, and this holds true for Snapchat, as well. People will get used to seeing you and your content (and, if you follow the previous point, look forward to it).

Try a geofilter

Geofilters are filters (overlays that Snapchatters can put over their images) that are only available if the person is within a certain area. Sponsored geofilters can cost hundreds of thousands of dollars, but Snapchat recently released on-demand geofilters, which start at $5. It’s a great way to promote an event or something special going on in a certain area. Hootsuite has a great guide for setting one up that will tell you more.

Partner with influencers

Influencers (people who are already popular on Snapchat) will be able to help you grow your Snapchat audience. Many brands do “Snapchat takeovers” where they let an influencer take control of their Snapchat account for a certain amount of time. The influencer will promote this takeover to their audience, and their audience will follow the brand’s Snapchat to see what the influencer does. (Unfortunately, this method often requires you to have a big enough audience already to make it worth the influencer’s time.)

Keep the audience in mind

Snapchat’s user base is overwhelmingly young (some Millennials and a lot of Gen Z) and mostly female. Regular users open the app over 18 times and send more than 20 messages per day. If you’re going to be successful on Snapchat, you have to take into account who is on Snapchat and create content that is appealing for people under 30. It may even be worthwhile to consult with a member of Gen Z about your content when you’re still in the planning phase.