Understanding Social Media Metrics: What Really Matters
When it comes to measuring success on social media, many businesses focus on the number of followers they have. But is follower count really the most important social media metric to track?
While it's easy to get caught up in the numbers game, the truth is that follower count is often a vanity metric—impressive on the surface but not necessarily reflective of actual success or growth.
Before we dive in I want you to think about how many followers do you have and how many clients have you worked with. Could you scroll through your followers and say that most of your clients are followers?
The Problem With Follower Count As A Metric
Follower count is one of the most visible social media metrics, and it’s often the first thing people notice about an account. However, having a large following doesn't always translate to business success. A high number of followers might make your account look popular, but if those followers aren’t engaged or relevant to your brand, their value is minimal. This is why setting a follower count as a primary goal can be misleading. Instead of focusing solely on increasing followers, it’s more important to track metrics that align with your business objectives and show real engagement and conversion.
For a deeper understanding of building an effective social media presence, check out our guide on 5 Steps to Develop an Effective Social Media Strategy.
The Truth On Followers From Real Businesses
So far over the coming months, we have been connecting with businesses to discover if followers is really a metric you should focus on and if followers have had a positive effect on business. In our Think Again campaign, we have interviewed 6 businesses and all have said followers are not the success of their business.
From a local wedding and events venue local to us in Dundee, The Quay, who says that their success comes from word of mouth and the experience they create for their customers, to Mango&Wild, a marketing agency in Chichester West Sussex who says “It’s not the numbers that actually get you the sales. It’s the community, the connection & the engagement you create”. Each business gave a different answer but each answer was that followers didn't count to their business success. You can listen to all Think Again campaigns below.
Key Social Media Metrics You Should Focus On
Now depending on the goal of your social media will depend on what metrics you may focus on or what ones you as a business will prioritise but the below will help to outline some of the social media metrics, what they mean and why you may want to measure this social media metric for your business growth.
Engagement Rate
Engagement rate measures how actively your audience interacts with your content. This includes likes, comments, shares, and clicks. Unlike follower count, engagement rate gives you insight into how your content resonates with your audience. A high engagement rate indicates that your content is meaningful and valuable to your followers, which is far more important than the number of followers you have.
For tips on creating engaging social media content, visit our blog on Social Media Content Creation Made Easy.
Click-Through Rate (CTR)
Now the goal of your social media could be to build brand awareness and allow people to become aware of you, where you then send them to your website to be able to get more value or support. This is where CTR is a crucial metric for measuring how effective your content is at driving traffic to your website or landing page. A high CTR indicates that your content is compelling enough to prompt users to take action, which is essential for achieving your marketing goals.
Understanding how to guide your audience from social media to your website is an important aspect of building a successful strategy. Learn more about Creating A Social Media Content Plan That Works.
Conversion Rate
Ultimately, your social media efforts should lead to conversions, whether that means making a sale, generating a lead, or encouraging sign-ups. Conversion rate measures the percentage of users who take the desired action after engaging with your content. This is one of the most important metrics for assessing the effectiveness of your social media strategy.
Reach and Impressions
Reach refers to the number of unique users who see your content, while impressions count the total number of times your content is displayed. These metrics help you understand how far your content is spreading and how many people are being exposed to your message. Monitoring reach and impressions can help you refine your strategy to ensure your content reaches the right audience.
For strategies to increase your reach and build a meaningful audience, read our insights on Building an Audience Over Gaining Followers.
Audience Demographics
Understanding who your audience is can be just as important as how many people are following you. Audience demographics give you insights into the age, gender, location, and interests of your followers, allowing you to tailor your content more effectively. By aligning your content with your audience’s preferences, you can boost engagement and improve your overall social media performance.
Consistency is key when it comes to maintaining a strong social media presence. Discover more in our article on The Why and How of Staying Consistent on Social Media.
Final Thoughts: Go Beyond Vanity Metrics
While follower count might seem like an easy way to measure success, it doesn’t provide a full picture of how well your social media efforts are working. By focusing on metrics like engagement rate, CTR, conversion rate, reach, and audience demographics, you can gain deeper insights into what’s driving your social media success.
Remember, it’s not just about how many people are following you, but how effectively you’re engaging with them. For more insights on managing your social media strategy, explore our blog on The Essentials For Managing Your Social Media Account.
