Many small consumer brands want to start off by increasing page likes on Facebook and followers on Instagram and some are fixated on how many likes, shares, and comments their posts get, thinking that these will result in web visits and purchases.
Although social media engagement metrics are a good way to measure your success on Facebook and Instagram, they actually really shouldn’t be seen as a key metric. Here’s why:
1. Organic reach doesn’t exist anymore
Organic social media just isn’t enough. With the advancements of Facebook’s paid adverting and the algorithm changes only 1-2% of those who like your page will see your organic posts.
Food for thought: Most users on Facebook will like on average between 100 – 1000 pages. Once you start to include their personal connections such as friend and family whose posts will normally be a shown by Facebook as a priority, your organic content may not even appear on their post feeds at all. If you decide to run a paid campaign to increase page likes the truth is only a small percentage of those like will ever see what you post.
Instagram organic post reach has also declined with approximately only 10% of your audience seeing your posts. The new Instagram algorithm for 2019 predicts how much a follower will care about a post and so the order of photos and videos in your feed is based on how interested you will be in the content, your relationship with the person posting and the time of the post.” At Kollabbo we try to steer our clients away from running sponsored posts to increase likes for this very reason.
2. Your fans and followers aren’t always your ideal customer target market
If you start to analyse your fans and followers you will find a variety of personas and some may never be interested in your product or service or even buying from you. It’s easy to assume that fans and followers are a great target audience and are interested in your products or services. Why? Because they like your page and maybe some of your posts? We know this is not usually the case, especially for smaller brands.
Facebook picked up on the observation that someone who clicks Like may not always be someone really interested in your brand. They also realised that there are many potential consumers who would never find you on social media and those who will buy from you but never like your page or follow you. This is why target advertising on social media has become a popular marketing tactic for brands, who can now share and promote their content to their preferred demographics and personas.
Do you go around liking the Facebook pages of all of the brands you enjoy? Your favorite toilet paper or laundry detergent brand? Probably not, but it doesn’t mean you wouldn’t purchase from them.
3. Facebook and Instagram engagements may never lead to website visits, purchases or brand awareness
Facebook studies determined there is no connection between post likes, comments, and shares and to product or service purchases, however impressions, unique reach, clicks and frequency mattered.
Let’s visualise these 2 scenarios:
1. On your way to work, you check your Facebook feed on your phone and you see a sponsored post from Caffe Nero promoting a new breakfast bun. It looks appealing and your hungry. You pass a Cafe Nero on your way into the office and you stop to buy the breakfast bun. You didn’t like, share or comment on the post at all but the ad raised awareness of the product and you bought it.
2. You’re at home on the sofa scrolling your Facebook feed and you see an ad for a nice bikini. The woman in the add looks great in the bikini and the bikini is nice so you press like. However, you don’t have a bikini body and you will never buy a bikini let alone this one.
So what should be measured?
Number of impressions – These tell you how many times your ad was seen and reach will show how many unique users saw your ad. These metrics combined give the frequency/average amount of times your ad was viewed by a unique user. This serves a key metric for Kollabbo because just one view of an ad can result in a desired action.
Click Through Rate (CTR) – These show how many times a user clicked on your ad to go to your website. CTR measures how many times your ad was clicked in comparison to the number of times the ad was viewed. This is a key metric because it tells us how relevant the ad was to the target audience chosen. High CTRs tell us that the ad was relevant to the audience targeted.
Cost Per Click – This is a calculation of the cost for each click on ad to your website. These metrics are important because the aim is to drive traffic from social media to your website. When u user lands on your site, we can then get further data for analyis such as; time spent browsing your site, bounce rate to determine if the site may need to be optimised. These users can now also be used to remarket to in the future.
We can help you drive conversions through paid social media marketing and you only need to pay if someone clicks your ad. Click here to request more information.