Content Insights

Content Insights breaks down your organic performance by what you posted — not just when — so you can see which content types and formats consistently drive the most engagement.

Open Organic Social, then Analyze, then Content to see this view.

Content Type Breakdown

The report includes the following content types:

Content type	What it covers
Images	Single image posts
Carousels	Multi-image posts (swipeable)
Videos	Standard video posts, not Reels
Reels	Short-form vertical video
Text-only	Posts without any media
Stories	Facebook and Instagram Stories

For each content type, you'll see:

• Posts per day
• Total engagement
• Avg engagement per post
• Total impressions
• Avg impressions per post
• Avg engagement rate per post

Use these metrics to identify which formats consistently perform best with your audience.

Best Times to Post

Content Insights also analyzes when your audience is most engaged with your content. The Post Timing report highlights the days and times that have historically generated the strongest performance based on engagement and impressions.

Hashtags

The Hashtags report shows how hashtags have performed across your published content.

For each hashtag, you can review:

• Total count
• Total engagement
• Average engagement per post
• Total impressions
• Average impressions per post
• Average engagement rate

Use this data to identify hashtags that consistently drive stronger engagement and reach. 

Reading the data

The numbers above are most useful when you treat them as prompts. As you read the report, ask:

• Timing: do the top-performing posts cluster around a particular time of day or day of week?
• Format: is one content type consistently ahead on engagement rate, not just raw reach?
• Platform fit: is a format winning on one platform and lagging on another?

Then apply your findings to your next round of content.

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