The 10 Most Important Social Media Metrics To Track In 2024

Social media metrics are like scorecards for your online posts and ads. They show you how people react to your stuff, from likes to clicks. By keeping an eye on these numbers, you can figure out what’s working and what’s not. It’s kind of like using a map on a road trip to make sure you’re going the right way. In today’s digital world, paying attention to these metrics is a must. They help you tweak your online game plan, boost your audience’s interest, and make sure you get good results from your social media efforts. Nowadays, social media metrics are the North Star for marketers. We’ve rounded up the top 10 social media metrics you absolutely need to track in 2024, guiding you towards a successful online presence and a meaningful return on investment.

THE TOP 10 SOCIAL MEDIA METRICS TO TRACK IN 2024

Engagement rate

In the realm of social media metrics for 2024, engagement reigns supreme. It’s a broad category that can be broken down into various detailed metrics, all of which play a pivotal role in fine-tuning your content to cater to your audience. One of the most popular ways to calculate engagement is using likes, comments, shares, and saves, divided by your followers, then multiplied by 100 for a percentage. This reveals how your engagement relates to your total followers. See also how to increase Instagram engagement rate.

Follower count

As a marketer, having more social media followers is thrilling, but their relevance is crucial. Look at demographics, interests, and online behaviour for insights. Ask if these followers align with your goals and products to ensure your marketing efforts hit the mark. Quality matters more than quantity when it comes to measuring your social media metrics. Over time, monitoring this metric reveals what content your audience likes. It can vary when people follow for giveaways but then unfollow. If you notice a recent drop in followers, it’s a sign to rethink your content strategy to match what they like.

Reach

Reach refers to the audience size exposed to your content. It’s essential to track both the overall average reach and the reach of specific posts, stories, or videos. Additionally, monitoring overall reach for your page or profile is advisable. A key aspect of this social media metric for 2024 involves looking at the percentage of your reach attributed to followers versus non-followers. If a large number of non-followers engage with your content, it suggests successful sharing or algorithm performance, or both.

Video views

Video views are one of the social media metrics for 2024 that are subject to platform-specific definitions. Generally, even a brief watch time, typically just a few seconds, is considered a view. These metrics provide a quick glance at how many people have initiated the viewing of your video, offering valuable insights into audience engagement.

Video completion rate

Although video views offer an initial insight, as it signals the start of viewer engagement, it’s vital to gauge how many viewers watch your videos through to completion. The video completion rate, a significant social media metric worth tracking in 2024, serves as a key indicator of compelling content that resonates with your audience. Moreover, social media algorithms often prioritise this metric, emphasising its importance for enhancing overall performance.

Impressions

Impressions, one of the fundamental social media metrics, look at the frequency of content views, both on individual posts and across your entire social media profile. Additionally, impressions may exceed reach if a viewer rewatches your content. A particularly elevated impression-to-reach ratio suggests that people are engaging with a post multiple times. Analyse the reasons behind this metric to gain valuable insights into audience behaviour and improve your social media metrics strategy. See also what is the difference between reach and impressions.

Amplification rate

Another one of the vital social media marketing trend for 2024 is the amplification rate – this metric is coined by Avinash Kaushik, a digital marketing evangelist at Google. It assesses the ratio of shares per post to your total followers, indicating how effectively your audience spreads your content through their networks. A higher amplification rate implies an expanded reach by your followers. To calculate, divide a post’s total shares by your total followers and multiply by 100, yielding the amplification rate as a percentage in your social media metrics.

Social Share of Voice (SSoV)

Social share of voice, a crucial metric in social media analytics, quantifies the extent of discussions about your brand versus your competitors on social media platforms. It assesses the prominence of your brand in industry conversations. Mentions can be direct (tagged) or indirect (untagged). Essentially, social share of voice serves as a competitive analysis, highlighting your brand’s visibility and relevance in the market. Calculate it by summing up brand mentions and competitors’ across all networks, expressing your brand’s share as a percentage of the industry total in social media metrics.

Virality rate

Virality rate is one of the social media metrics that assesses how widely your content is shared, calculating shares as a percentage of impressions rather than followers. As each share introduces a new set of impressions through various audiences, the virality rate reflects the exponential reach of your content. To determine it, divide a post’s shares by its impressions and multiply by 100, yielding your virality rate as a percentage in social media metrics.

Social sentiment

While SSoV monitors your portion of social discussions, social sentiment gauges the emotions and attitudes driving these conversations. It delves into whether online mentions of your brand are positive or negative. To calculate social sentiment, a social media metrics tool is necessary, as it can process and categorize language and context to provide insights into the overall sentiment surrounding your brand.

SUMMARY: SOCIAL MEDIA MARKETING TRENDS FOR 2024

Here you have the top 10 social media metrics to track in 2024: from engagement and follower count to virality rate and social sentiment. Check also the most important social media metrics. Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China. If you want to find industry insights, visit our influencer marketing and social media blogs.

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