What counts as a social media analytics tool (and what doesn’t)
Social media success isn’t random. From the outside, it may seem that top influencers post videos, pictures, and text with ease and get millions of followers, but this couldn’t be further from the truth. Creating a successful social media presence requires a lot of strategy. The best way to figure out how to develop a successful strategy is to follow the data.
Analytics tools let you see what’s working and what isn’t. These tools track how content performs across platforms, so you can see where you’re getting the most views, comments, clicks, and more.
To make smart decisions when planning your content and creating it, look to social media analytics.
Native analytics vs. third-party platforms
With so many types of analytics out there, you might be totally lost about what metrics to track and how to track them. The key is to choose what works best for your channel. To start, there are two main types of analytics tools that you should know about: Native and third-party analytics.
Native analytics come directly from the social media platform. Whether you need YouTube, TikTok, or Instagram analytics tools, you’ll have access directly in each platform. Some examples of in-app analytics for major platforms include:
The insights and data you get from these native tools are free to view with a business or creator account on the platform. These analytics platforms are useful because the data comes straight from the source. If you’re a smaller creator or you manage only one or two channels, native analytics alone may be enough.
As your channels grow and you start creating content across more platforms, native analytics might not cut it anymore. Each platform has different goals and rules that make it difficult to compare the data directly. On top of that, similar analytics may have different names, formulas, and definitions across platforms. This can become a serious problem when you want to compare your TikTok analytics to your Instagram analytics quickly.
Third-party analytics suites make comparing cross-channel data much easier. These platforms take data from multiple channels and put it all in one place. That way, you can see the big picture of how your social media presence is working overall:
Social listening platforms are also helpful. These tools scan the internet to track mentions, keywords, and conversations about your brand. While they’re not exactly analytics tools, they can help you find out where your audience is, what they think of your brand, and what their conversations are about. This feedback helps you make more appealing content or know when your credibility is at risk.
Third-party analytics platforms and social listening tools are excellent additions for marketers. Platforms such as , Hootsuite Analytics, and Sprout Social come with big advantages. However, like everything, there can be potential downsides to consider.
Pros and cons
If you’re interested in using third-party analytics suites or social media listening tools, it’s best to understand the pros and cons first. Here are some key areas to consider when deciding which one to use:
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Accuracy: Accuracy is vital when working with data and findings. Most third-party tools are accurate, but results can vary. Some platforms update in real-time, while others refresh at intervals. The formulas each tool uses can also make the numbers appear different across platforms.
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Channel coverage: Not every analytics platform covers every social media platform. Many cover the major social media players, but make sure that the tools you’re looking at support the channels you have. For example, most platforms integrate with Instagram and TikTok analytics tools, but not all cover LinkedIn and Pinterest.
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Historical depth: Once you select a third-party analytics platform, it doesn’t necessarily mean you’ll have access to your historical data. Some platforms import all of your information. This lets you look back at long-term trends and progress. However, other platforms only begin collecting your data the day you sign up.
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Export options: Downloading and sharing analytics reports is useful for collaborating. Basic third-party platforms give you the option for simple CSV downloads or screenshots. More advanced tools use automation for scheduled reports, real-time summaries, and multiple formats for exporting.
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Cost: Unlike free native analytics, third-party tools come at a price. Compare prices to find a platform within your budget. Low-cost tools are great if you’re just starting out. The more expensive options are for proven influencers and brands hoping to take their progress to the next level.
Mistakes to avoid
When you find a third-party analytics platform that works with your channel, you can set yourself up for success with a few tips. Just because you pay for more analytics doesn’t guarantee better results.
Here are some common pitfalls that creators fall into:
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Chasing vanity metrics: Vanity metrics, such as likes, follower counts, and views, look impressive to the outside audience. However, they don’t have much impact on real growth. Focusing on watch time, shares, and click-through rate (CTR) are stronger signs that your content is resonating with your audience.
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Misunderstanding data: Knowing exactly what data means is important. It’s also vital to know that some third-party platform metrics don’t account for all the data. Overreacting to incomplete or misunderstood data can lead to bad decisions.
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Ignoring API limitations: Social media platforms have APIs that manage data usage. Because of this, third-party platforms are not able to pull all data from every social media platform. Knowing these limitations can help you keep your goals realistic.
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Overloading dashboards: Custom social media dashboards are useful, but adding too many metrics can make things confusing and distract you from the ones that matter.
Relying on numbers: Analytics give you insight, but don’t base all of your strategy on numbers. Comments, feedback, and audience reactions should play a big part in how you plan out future content.
