• Are You Using Facebook Insights? Here’s how Analytics Could Boost Your Engagement

Are You Using Facebook Insights? Here’s How Analytics Could Boost Your Engagement

Niraj Bagade | 31 OCT 2015

If you’re using Facebook to market your business, you’ve probably already devised a content strategy to make the most of your efforts.

But many promoters on social media fail to realise that it’s not just when and why content is posted that’s important – the content itself is crucial for a successful campaign.

For your strategy to work to its full potential, you’ll need to work out the types of content that work best for engaging with your demographic. That’s where Facebook Insights come in. The tool can be used to identify the content that was well received by your audience and which posts led to significant engagement.



Why should I be using Facebook insights?

By taking a look at your Facebook Insights, you’ll gain access to a wealth of information regarding the performance of your content – whether the news is good news or bad!

By analysing how successful your content has been, and if not – how to change that, you’ll be able to rework your sharing strategy based on the content that’s been proven to resonate with your audience and cutting out the elements that failed to drive engagement.

Start off by looking at the basic Insights, then take a closer look at the more detailed data in order to make long-term changes to your campaign. Here’s how:



Review the basic metrics

To get the ball rolling, visit your page and click the ‘Insights’ button. There, you can review the three key elements of your insights based on the following: 

  • Benchmarks are ways to compare your current strategy to your previous Facebook marketing efforts, allowing you to determine whether your campaign has got stronger or weaker over time.
  • Engagement is the most important part of your social campaign. This is the amount of interaction that has taken place between Facebook users and your posts. You’ll be able to see which content garnered the most engagement, yet the downside is you can only view the success of posts from the past 90 days.
  • Reach is the number of Facebook users your post was presented to. You’ll be able to view this data on a graph, allowing you to see which content reached the most users.



Download your data

When you’re ready to take things a step further, you can download your Insights in full, giving you the opportunity to sort them in your own way to view the metrics and stats that are of greatest importance to your or your business.

This is an ideal approach if your goal is not listed in the basic Insights, for example, web page clicks.

Downloading your data is easy. Open your Insights page and press ‘Export’. Select ‘Post Data’, then select a time period. You can download a maximum of 180 days’ worth of content or 500 posts at once – whichever comes first.

The data will be downloaded into an Excel spreadsheet with individual tabs to keep things organised. Take the time to explore, analyse and learn from your current and past success, allowing you to make the best decisions going forward.


Have you used Facebook Insights to take a more in-depth look at your strategy? Will you be using it in the future to learn more about the success of your content? Share your thoughts in the comments below.


Love this article?
Sign up with your email now and we'll send more stuff to you weekly!