Social media boasts a variety of metrics, some important, others not so… so how do you define what metrics truly matter?
Vanity metrics are those which are based on the performance of your posts such as your likes, comments, shares – things that make you seem popular or viral. These vanity metrics were important when social media was rising, then not so as people preferred the reach & follower count that a profile receives. Fast forward to 2024, and this has shifted again, with vanity metrics being preferred as trends re more prominent than ever.
The general metrics that every brand should be counting is your reach & follower growth. These indicate how many people truly see your content and help you understand the conversion rate, or determine how many people have found your account and/or book and decide to follow you as they want to find out more.
What does this mean as an author? Well, your vanity metrics matter as receiving engagements becomes harder. Meaning, to determine what resonates with your following and readership, you need to look into these vanity metrics to see what content types your readers prefer.
With algorithms shifting how often your content is shown to your followers, doing a quarterly review of your metrics and how they have squared up is a good indication to see the trend lines for your content pieces & determine what content topic you should shift.
So, as vanity metrics were once frowned upon and didn’t hold much weight, in a world where content varies drastically, to be able to measure the success or your post, launch campaign or simple your profile is highly important.
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