If you know me, you know I’m an analytics nerd. I love looking at stats for myself and my clients and making sense them. If you aren’t sure what to look for, they are just numbers. But if you understand them and what they mean to your overall business goals, they are a goldmine of information and can help you direct your strategy.
One of the things I love most about digital marketing and social media is how nimble they are. If something isn’t working, you can change things. If something is working, you can take advantage of that and do more of it.
The other thing I love is the amount of data and insights available. You can track literally everything. When I started in marketing, that wasn’t the case. At the time (way back in 2005), my clients were still spending crazy amounts of money on print ads. Ads they couldn’t track. My job was to convince them to shift some of those dollars to digital advertising. The ability to track the performance of their efforts and see truly where customers were coming from rather than making assumptions was huge.
I wanted to take a look at my top performing content of 2022 and talk about why I think each of them worked well.
Reels
This reel was posted on November 4th and as of the publishing of this blog post (December 10th), it is still gaining traction. It was very easy to make using my library of stock content paired with a trending audio and text added over the video. Not only is it continuing t gain views and likes, it has been shared over 100 times and saved 333 times.
Why it performed well:
- The audio continues to trend. The lifespan of an audio trend has a big impact on how much traction your reel using that audio will get. When I created the audio, there were less than 600 reels using the audio. Today there are over 6,000 reels using the audio.
- It’s relatable. How many of us don’t do things because we overcomplicate or overthink them?
- It was shareable. Because the message is relatable and motivating, people are sharing it which gets it in front of more people.
- The high engagement means the algorithm is going to show it to more people, too.
What you can learn from it:
- Work on creating a library of stock video that you can use to create reels quickly and easily.
- Think of things that you tell your clients or audience on repeat that your audience can benefit from hearing. Keep a running list of these things so that you can pull them out when the time is write.
- Research trending audio and quickly jump on relevant audio paired with stock video and your tips/motivations.
This reel was a tutorial walking you through how to do hashtag research using the Meta Business Suite. Again, this reel was widely shared, helping make it get more reach.
Why it performed well:
- It was shareable extended it’s reach
- It was educational. People saved post to come back to later
- It was about a topic that is relevant to a lot of different people (not too niche)
What you can learn from it:
- Share simple tutorials that will benefit your audience.
- The
Feed Posts
There were three trends I saw with my most engaging posts of 2022:
- Useful, actionable educational content
- Light, fun, engaging content
- Relatable and motivational content
Remember…it’s important to regularly look at your insights. There is so much value in them that you can learn from and use in your strategy. Don’t make assumptions about your content and what works for your audience. Use the data available to you and create a content strategy around what’s working based on your overall business goals.
amanda holliday 