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Every day, I hear the same question: "Why did my post perform this good/bad?"
While data gives us the power to make informed decisions, it can sometimes feel like playing detective with your analytics. Let's decode these metrics together.
Take these with a grain of salt.
Before we start, remember that metrics tell a story, but not the whole story. Your next loyal customer might be silently consuming your content without ever hitting that like button. Consider this guide a compass, not a rulebook.
When your metrics show:
Low views
Your opening hook needs more punch. Those first few seconds are crucial – they're the difference between a scroll-past and a full watch/read. Think of your opener as a movie trailer: it should intrigue, surprise, or challenge.
Minimal likes
This often signals a disconnect between your content and your audience's interests. Dive into your most successful posts. What made them resonate? Use those insights to realign your content strategy.
Empty comments section
Your content might be informative but not inviting conversation. Try ending posts with open-ended questions or controversial (but relevant) statements. Give your audience a reason to share their thoughts — especially on LinkedIn.
Limited shares
Shareable content often hits an emotional chord or provides clear value. Ask yourself: "Would I send this to a friend?" If the answer isn't an immediate yes, consider what's missing.
Few saves
This suggests your content might be interesting but not essential. Focus on creating valuable content your audience will want to reference later – actionable tips, comprehensive guides, or valuable checklists. Something they feel like they can implement.
Poor watch through time
Think of your content like a story – if viewers are dropping off, you might be losing the plot somewhere. Maintain momentum throughout and keep your pacing dynamic. Review the watch through time on your post via either Instagram or TikTok dashboard to see where they drop off & how you can remove the fluff for next time.
Stagnant follow count
Your unique value proposition might need clarification. Does your page paint a clear picture of what content I'll see next if I follow you? What value will you bring to my life? Make sure these answers are crystal clear. The more your profile paints this picture, the more aligned followers your content will bring in.
Focus on consumption metrics
If there were two metrics I'd recommend you focus on for video content it's your views and watch through time. The better you get at making videos that grab attention and keep watchers engaged, the more your content will be pushed out to more potential audiences.
As we said, not everyone publicly engages, but your next customer could be consuming. Focus on making your content as consumable as possible.
Until next time — stay consumed.
