Use Content Insights to Improve Your Franchise Social Strategy

Think of analytics as a feedback loop:

Measure → Find patterns → Adjust your strategy → Test → Measure again

Start With the Big Picture

Start with Organic Analytics to understand how your overall social strategy is performing.

Go to Organic Social > Analyze > Overview.

Look at:

• Reach: How many unique accounts saw your content
• Impressions: How many times your content was viewed
• Engagement: Likes, comments, shares, saves, and clicks
• Engagement rate: How often people engaged with your content relative to reach
• Followers: How your audience is growing
• Posts published: How often you're posting

Don't look at one metric on its own. For example, high reach with low engagement could mean your content is getting seen but isn't encouraging people to interact.

Ask: 

• What changed, and what content or activity might have caused it?

Use Content Insights to Find What Resonates

Go to Organic Social > Analyze > Content to see how different types of content perform.

Look at:

• Content format
• Engagement
• Impressions
• Engagement rate
• Posting times
• Hashtags
• Top-performing posts

Instead of copying your single highest-performing post, look for patterns.

For example, if several locations consistently get strong engagement from Reels, employee spotlights, or community-focused posts, those may be good content themes to build into your strategy.

Ask:

• What formats consistently perform well?
• What topics get people to engage?
• Does the same content work across platforms?
• Are certain locations seeing better results from a particular approach?

Use these answers to decide what to create more of.

Turn Insights Into Content Pillars

Your analytics can help shape your content mix.

If you see...	Consider testing...
Reels generate strong reach	More short-form video
Carousels drive engagement	More educational or tips-based content
Community posts perform well	More local events and community content
Employee spotlights perform well	A recurring team-focused series
Promotional posts get reach but little engagement	New creative, messaging, or CTAs

You don't need to stop creating content that performs below average. Instead, use the data to determine what deserves more attention in your content mix.

Compare Platforms

Use your platform filters to see where different types of content perform best.

Ask:

• Which platforms generate the most reach?
• Where is engagement strongest?
• Which formats work best on each platform?
• Are we creating content for each platform or simply reposting the same thing everywhere?

A format that works well on Instagram may need a different approach on LinkedIn or Facebook.

Let the data help you build a platform-specific strategy.

Use Paid Analytics to See What Drives Results

Organic analytics show what gets attention and engagement. Paid Analytics shows what happens when you put budget behind your campaigns.

Go to Paid Social Ads > Analyze > Analytics.

Key metrics include:

• Impressions: How often ads were shown
• Clicks: How often people clicked
• CTR: The percentage of impressions that resulted in clicks
• Spend: How much was spent
• Results: The action the campaign is optimizing for
• Cost per result: How much each result costs
• ROAS: Revenue generated compared with ad spend, when revenue is tracked

Always consider the campaign's goal when evaluating performance.

A campaign designed to generate awareness should be evaluated differently from one designed to generate leads.

Connect Organic and Paid Performance

Your organic and paid analytics can work together.

If an organic post consistently performs well, ask:

• What can we learn from this content that could inform our paid strategy?

You might turn the idea into:

• A paid ad
• A Playbook
• A Template
• A Post Idea
• A recurring content theme

Organic performance can help identify ideas worth testing with paid distribution, while Paid Analytics can show how those ideas perform when given a specific campaign goal and budget.

Learn From Your Locations

Hub admins can use analytics to compare performance across workspaces.

Look for locations with:

• Strong organic engagement
• High-performing content
• Efficient paid campaigns
• Unusually high or low cost per result
• Different results from the rest of the network

When you find an outlier, investigate why. Look at its content, creative, offers, posting frequency, targeting, and campaign strategy.

The goal isn't to simply label a location as a top or bottom performer. Instead, ask:

• Is there something this location is doing that other locations could learn from?

Turn Insights Into Tests

Don't make major strategy changes based on one post or one reporting period. Instead, turn your findings into small tests.

Example:

Insight: Reels are consistently generating more reach.

Test: Increase the number of Reels published each month.

Measure: Compare reach and engagement with the previous period.

Next step: Continue, adjust, or stop based on the results.

You can use the same approach for:

• Content formats
• Topics
• Posting times
• Hashtags
• CTAs
• Ad creative
• Offers
• Campaign objectives

A Simple Monthly Review

At the end of each month, review your analytics and identify:

3 things that worked What should you continue?

2 things to test What could you experiment with?

1 thing to change What isn't working or could be improved?

Then use those findings to update your:

• Content calendar
• Post Ideas
• Templates
• Broadcasts
• Paid Playbooks
• Creative strategy

This keeps analytics connected to the work you're actually doing.

Best Practices

• Look for patterns, not one-off wins.
• Compare similar time periods.
• Use multiple metrics together.
• Consider the campaign or content goal.
• Compare locations with context.
• Turn insights into specific tests.
• Replicate strategies, not exact posts.
• Review your strategy regularly.

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