A lot goes into social media campaigns. Between determining your audience and finalizing your message, pressing “post” or scheduling your content deserves a round of applause – but your job isn’t done yet. The most successful campaigns utilize consumer data to adapt and adjust. But how?

Utilize post analytics

Post analytics are one of the most beneficial tools to any brand or business on social media. And best of all? It’s free! There’s a wealth of knowledge to be garnered from in-app analytics. For example, Facebook’s company analytics platform, Meta Business Suite, can tell you the days your page received the most views, which posts received the most engagement, the number of times a specific link was clicked and more. This information can tell you a lot about your audience and their habits. Was there a spike in page traffic the day you launched your tasting event? Did you experience an increase in followers after posting a Reel? You can connect these anomalies with post dates to help you determine what your audience wants to see. 

Now that you have enough data to deduce your audience’s preferences, the real magic happens…

Adapt and adjust to your audience

Your post analytics are just a piece of the puzzle. What you do with it can make or break your campaign. Let’s say you’re launching a new menu. Post analytics can tell you whether or not your audience prefers still shots of each item or a video of the chef talking about his inspiration behind the additions. Depending on what performs best in terms of engagement, you can adjust your content to provide what your audience wants to see. Because of this, it’s important to keep plans flexible – you don’t want your carefully curated rollout to fall flat because it isn’t resonating.

In general, social media is a very fluid channel. Some days, a Reel’s performance could exceed all expectations. The same Reel posted at a different time on a different day with different music could underperform. When posting, it’s important to consider all of these factors. Post during your business hours, especially if you’re encouraging guests to stop by. An e-newsletter distributed over the weekend may not be seen until Monday morning since people are out of the office and away from their email. Knowing your audience can help you pick days and times that best fit their viewing schedule. 

Key takeaways? Remain flexible. Know that no one really understands the algorithm, so your recipe for success may not always strike home. Pay attention to current events. Monitor trends and choose what’s right for your brand voice. At the end of the day, social media can be a fun, engaging, effective way to reach your audience on a personal level, so let your personality shine through!

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