5 social media KPIs you should track
Posting, sharing, tweeting – and hoping that something happens. If this sounds familiar, you're not alone. Many brands fall into the trap of posting without a clear strategy, only to wonder why their efforts aren’t yielding the results they expect.
In this guide, we’ll dive deep into the social media KPIs that actually matter, why they should be on your radar, and how you can use them to transform social media from a time-consuming activity into a powerful business asset.
1. Engagement rate: the heartbeat of your audience
Engagement rate is a common social media KPI but it is often overshadowed by absolut engagement: the number of likes or shares. Engagement rate is a much better indicator of how your audience is actually interacting with your content. It measures the number of people who are taking action per follower – whether that’s liking, commenting, sharing or clicking.
How to calculate it:
Engagement Rate = [Total Engagements (likes, comments, shares) / Total Followers] x 100
Benchmark range
A good engagement rate typically ranges between 1% and 5%, depending on the platform and industry. For example:
Instagram: 2% to 3% engagement rate is considered solid.
Facebook: Engagement rates are often lower, around 0.5% to 1%.
Twitter: Engagement rates of 0.5% to 1% are fairly common.
How to improve
Create more interactive content: ask questions, use polls, and encourage comments. The more you engage with your audience, the more they’ll engage with you.
Post at optimal times: use analytics to figure out when your audience is most active, and post content during these peak times.
Above all, content should resonate deeply with your audience, genuinely speaking to their interests, values, or challenges.
2. Reach: are you communicating with anyone?
Reach tells you how far your message is traveling. It's an indicator of visibility and the potential for your content to make an impact. A growing reach signals that your content is being seen by new eyes, which is critical for building brand awareness and expanding your audience base. If you’re not increasing your reach, you might be missing opportunities to attract new followers or customers.
Benchmark range
Reach values depend on factors like your audience size, platform, and content type, but as a rule of thumb:
For Instagram, a reach of 10% of your total follower count is good.
For Facebook, you might expect anywhere from 5% to 20% of your followers to see a post.
X (former Twitter) and LinkedIn tend to have lower reach figures, especially with organic content, hovering around 5% to 10%.
How to improve
Post consistently: regular posting keeps your brand top-of-mind and increases the chances of your content being shared.
Use paid advertising: boosting your posts or running targeted ads can increase reach and expose your content to a wider audience.
Collaborate with influencers or other brands to expand your reach to their audiences.
Engage with other accounts: commenting on, liking, and sharing other people’s content (especially influencers or similar brands) can help your profile get noticed by a broader audience.
Leverage stories & live features: a popular way to engage with followers and get more visibility on platforms like Instagram, Facebook, and LinkedIn.
3. Click-Through Rate (CTR): are you driving traffic?
Click-Through Rate is all about action. It shows how effectively your posts are driving traffic to your website, landing pages, or e-commerce site. A high CTR indicates that your audience is not just scrolling past your content, but is compelled to take the next step and engage further.
How to calculate it
CTR = (Total Clicks / Total Impressions) x 100
Benchmark range
A good CTR can vary, but here are general benchmarks:
Facebook: A CTR of 0.9% to 1.5% is typical.
Instagram: Around 1% is considered a solid CTR.
X: CTR typically ranges between 1% and 2%.
LinkedIn: Expect 2% to 3%, as LinkedIn often has higher CTR due to its professional audience.
How to improve it
Craft compelling CTAs: your call-to-action should be clear, direct, and enticing. Use action words.
Target the right audience: ensure you’re reaching the right people. Use audience targeting and segmentation to show your content to those most likely to convert.
Test different variations: A/B test your posts to see which headlines, images, or CTAs resonate the most with your audience.
Create value-driven content: make sure the content you’re linking to is relevant and provides value. Your audience needs a convincing reason to click.
4. Conversion rate: turning views into sales
Ultimately, social media should help drive business results, generating sales, collecting leads, or encouraging sign-ups. Conversion rate measures how many of your social media interactions lead to a desired action, such as making a purchase or subscribing to your newsletter. This KPI helps you connect the dots between your social media strategy and your bottom line.
How to calculate it
Conversion Rate = (Number of Desired Actions / Total Number of Visitors) x 100
Benchmark range
Conversion rates tend to be much lower than engagement or CTR, with the following benchmarks:
E-commerce sites typically see conversion rates of 1% to 3%.
For lead generation, conversion rates could range between 2% and 10%, depending on the complexity of the action.
How to improve it
Optimize your landing pages: ensure the page you're sending traffic to is user-friendly, loads quickly, and has a clear call to action.
Use social proof: testimonials, reviews, and case studies can help build trust and encourage conversions.
Offer exclusive discounts, limited-time offers, or bonuses to nudge people towards taking the next step.
Simplify the conversion process: the fewer steps it takes to convert, the better. Make forms short, eliminate unnecessary fields, and reduce any friction in the process.
Use retargeting ads to reach people who have already shown interest but didn’t convert the first time.
5. Follower Growth Rate: is your audience expanding?
Tracking your follower growth is a great way to assess whether your brand’s social presence is expanding. But don’t just look at the total follower count. Growth rate is a much better measure of success. A steadily growing follower count means that more people are interested in what you have to say, which in turn can lead to higher engagement and increased brand loyalty.
How to calculate it
Growth Rate = (New Followers / Total Followers) x 100
Benchmark range
Instagram: A healthy follower growth rate is typically 5% per month, depending on the size of your account.
Facebook: Organic follower growth is generally slower, and a growth rate of 0.5% to 2% per month is common.
LinkedIn: Expect 5% growth per month for company pages.
X: Growth tends to be slightly higher, with rates around 1% to 3% per month.
How to improve it
Run social media targeted ads, especially on platforms like Facebook and Instagram, can quickly boost follower numbers.
Engage consistently: respond to comments, interact with other profiles, and participate in conversations. Engaging with users increases the likelihood they’ll follow you.
Offer exclusive content: Give your audience something they can’t get anywhere else, like insider knowledge or early access to products.
Encourage your audience on one platform to follow you on others: for example, ask your Instagram followers to check out your YouTube channel for exclusive content.
Turn social media KPIs into results
Tracking social media KPIs is the first step. The second? Acting on them. Now that you know what to measure, it's time to take your social media strategy to the next level. At Articulate, we specialize in transforming data into results, helping brands thrive with tailored social media strategies. Get in touch.