The content audit: How to identify which of your posts are performing best
It’s not enough to just post on social media, if you have an online presence, you should be tracking specific metrics so that you can review how your content is performing and so that you can identify what’s working and what isn’t.
For starters, we need to look beyond likes, here are a few other metrics you may want to consider:
Shares
Saves
Link clicks
Engagement or engagement rate
If you want to know more about moving beyond vanity metrics, check out our blog for more insights and tips.
When thinking about what metrics to track, you should think about what performing the “best” means to you and your goals. If you want to build and strengthen connections and relationships on social media, you should look at engagement metrics like comments, shares/reposts, and saves. Knowing what this means to you will help guide what metrics you focus on and what kind of content you share.
Where can you find these numbers?
Aside from looking at individual posts, many platforms will feature insights that you can access right in the app, although some, like X, may be behind a paywall. Some platforms, like Instagram, will also allow you to review the top posts based on selected specifications. For example, you can view the top posts according to interactions over the last 6 months.
If you’re using a scheduling platform like Social Pilot, you will likely have access to analytics as well.
If you’re not tracking these numbers yet, we suggest starting a tracking document (like an excel or Google spreadsheet) to keep track of these on a month to month basis.
What’s next?
After tracking metrics for a period of time, let’s say 3 to r 6 months, you can analyze this content to see what performs the best, here are some things to consider when reviewing your performance:
What content formats appear in the top more often, is it videos, images, carousels?
Does a specific type of content consistently perform well, such as quotes, tips, etc.
Do the top performing posts share a specific look - perhaps they use bright colours, feature images/videos of people, etc.
Once you have reviewed your content, build on it and experiment! Continue creating and sharing content that does well and tweak or change up content that doesn’t.
Another way to get the most of your content is to repurpose the content that performed well. If a blog post did well, you can turn it into an infographic. If you have an infographic that did well, you can create a Reel. The options are endless!
The digital landscape and trends are constantly changing, so don’t stop there! After a while, maybe on a biannual basis, review again to see where things are at for the year. Is there room for improvement? Is there something that no longer resonates? Being adaptable is important!
When was the last time you reviewed your best performing posts?