I have to admit. I am not a numbers girl. My weakest subject in school was always math. The word ‘statistics’ bores me to tears. When I started taking courses on using Facebook pages as a way to market my business, one component was always brought up – Insights. Just so you know, that’s just code for statistics! I could feel my shoulders get closer to my ears as I knew this was going to be something that I would have to look at if I wanted to use Facebook as a marketing tool.
Even though I don’t care for numbers, I can truly say that I really do enjoy looking at my ‘Insights’ every week, as they have been able to tell me the following:
• When my optimum time to post is (based on my followers)
• What my followers enjoy seeing
• What type of post has the most engagement
• What my demographics are (age and gender)
Understanding It All
When you click on ‘Insights’, it takes you to a page that looks like this:
When you’re on this page, locate the down arrow to display the following options:
It is here that I click on the ‘Engagement Rate’. If you click on this, you will see the screen change:
When I look at this post it shows me:
This section tells me:
We all understand per cent so many of you may be thinking, “Woah, 11%. That’s not very good.” In Facebook’s world, it is actually is good! According to Michael Leander:
• Above 1% engagement rate is good,
• 0.5%-0.99% is average and
• Below 0,5% engagement likely means that you need to realign your messages to that of your audience’s expectations and in the process attract more compelling and engaging messages from your community member
While there are many more parts to understanding Facebook’s Insights, these are the ones I use the most to create my content, to know when to post, and to know what my followers like. Do I sometimes get a miss? Oh yes. I had a post that had 0% engagement. For me that meant it was a poor time to post and/or it wasn’t a great post (even though it was such a cute dog – sitting in a cup)!
It is by taking time to document my engagement (and yes, I keep track on my Content Calendar) that I know that in the summer months, since the majority of my followers are female, the best time to post is later in the morning and/or in the late evening. During school time, the best time to post for me is before 8:00 am and/or at around 4:00 pm. This has all come from following my Insights and taking the time to know when the best time to post is AND the best tips, strategies, info. to post. Does it change? YES. Will it change? YES!
If you are going to take the time and put in the effort to create content, I encourage you to take the time to view your insights to get the most out of your posts!