Vanity metrics and how not to be seduced by them Vanity metrics are without a doubt the real pain in the ass for anyone who decides to invest in social media marketing. Instead of quantifying a social media presence for what it is really worth, many brands and people decide to take the quickest, simplest and least technical route of numbers without interpreting their real value. I confess that I am passionate about mathematics, although my mother always doubted this passion, due to the mediocre grades I had in elementary school.
What are vanity metrics? How to escape vanity metrics From vanity metrics to the ones that really matter How to achieve value metrics How to discover the posts that are really worth it? What are vanity metrics? We can define vanity metrics, both in social media and in any other area where web analytics is present, as metrics that measure only quantity, but not quality. Here’s an example. I know of a Twitter profile that has over 150,000 followers. That’s an astonishing number, isn’t it? Well, if you analyze this audience, you’ll find that only 2% of these followers are actually active! In other words, if you analyze it from the.
perspective of the number of followers, it’s great
But doing a really technical analysis, you’ll see that it’s actually an illusion and making decisions based on data that doesn’t correspond to what we really need to analyze is the sure path to failure, no matter what area it’s in. These are the vanity metrics I am referring to. Simple and quick numbers to obtain, which without the slightest technical filter become a “qualification” for a given profile on social networks, page or website. American President Donald Trump would be the first to declare them “Fake Numbers” . Jim Sterne in his book Social Media Metrics , right in the first pages, states that web analytics is about measuring the value of a business on social media and not measuring size and popularity.
The secret is to establish that metrics really measure value and not popularity. How to escape vanity metrics The first step to avoiding vanity metrics is to be humble enough to understand your true size and influence in the market you work in. You need to look at the numbers in a cold light and define which metrics are an expression of the truth and which are not.
An advertising and marketing database advertising database holds records approximately and the work this for the advert campaigns, goal audiences, and overall performance metrics. By analyzing this and data, agencies can refine their advertising strategies, enhance ROI, and goal the right customers. It affords insights into and the work client conduct, making an allowance for extra and the vary important customized and effective marketing efforts.
I have already written several
Articles about how to gain more fans for a Fan Page or gain followers on Instagram , but I always take care to emphasize that what matters is not the number itself, but the quality of the fan base or followers that you build. A digital marketing strategy focused on social media needs to evaluate aspects such as user behavior on Landing Pages, evolution of the sales funnel and conversion. Popularity doesn’t pay the bills, so let’s put it aside and focus on results.
From vanity metrics to the ones that really matter In social media, an environment where vanity metrics still deceive many people, the objective of anyone who wants to become a reference, whether a brand or a person, needs to be the level of engagement. Furthermore, this level of engagement needs to be convertible into something tangible in terms of real digital influence. Calling yourself a digital influencer just because people comment I loved it!” on your posts is deluding yourself. It may be good for your ego, but in commercial terms, it’s worth absolutely nothing. A brand won’t pay you for a post on your profile or page, just because you post all the time to satisfy your own ego.
The satisfaction of your ego is only important to you
The commercial director of the brands you would like to be your clients is actually concerned with the level of engagement that can add some value to the brand, whether through branding or conversion rate. It is for no other reason that efficiency indicators in social media take into account the level of engagement much more than the number of followers or publications. The number of followers or fans shows how many people followed that profile one day, but that doesn’t mean they were actually engaged with the brand.
How to achieve value metrics In our social media marketing course , I often say that if you don’t have something significant to publish, it’s better not to publish it so as not to harm the reach of your publications, especially on Facebook, due to the impact this has on EdgeRank . Since EdgeRank takes into account the engagement of previous posts to determine the organic reach of future posts, posting something bland that doesn’t generate engagement will hurt your reach. To become a true digital influencer , whether a brand or an individual, you need to analyze your audience’s reaction to previous posts. It’s a search that will give you the “path of stones” to successful posts. How to discover the posts that are really worth it.
The answer is quite simple
Check your engagement reports, such as Facebook Insights or more recently Facebook Analytics , or, when the goal is to measure the conversion rate, your real importance as a “digital influencer” in Google Analytics. Of course, increasing the number of fans on Facebook, or followers on Twitter or Instagram is important, but what really makes a web marketing for a health and orthopedics store difference is actually having some kind of influence over these people, and not just accumulating pretty numbers to be able to brag about among your friends. Digital marketing is about conversion, end of story. I always say that “posting” on social media is something that any well-trained monkey can do with just a few hours of training. What requires intelligence and technical knowledge is generating engagement with these publications.
These are completely different things. Now that you know what vanity metrics are, don’t let these real pitfalls compromise your analysis. Stay up to date with this and other topics related to digital marketing by subscribing to our Newsletter .Therefore, creating and selling publishing packages for social media has been the strategy that many social media freelancers have used to maintain a constant flow of work. A common mistake among social media freelancers is to focus on the bigger, more comprehensive projects that have a higher added value. By doing this, they are leaving a huge market behind. Think about it. 4 – Creating Facebook and Instagram ads Most brands lose money on Facebook and Instagram ads because they don’t master the techniques for creating and targeting these ads.
This is a fact
Therefore, among the digital marketing services that a social media freelancer with experience in this area can offer is precisely the creation of high-conversion ads for these clients. This service can be divided into smaller packages, such as: Creating and installing Facebook Pixel; Creation of Custom Audiences for campaign segmentation; Creation of ads for both Facebook and Instagram; Creation of remarketing campaigns on Facebook and Instagram. There are countless digital marketing services involving Facebook, as the tool has become increasingly complex and requires increasingly qualified professionals to manage it. 5 – Digital marketing service packages in the area of web design Digital marketing services are not limited to the techniques and tools used in this work today.
We increasingly need the support of a good web designer to create impactful campaigns. As digital marketing and web design go hand in hand, it is easy to identify several opportunities in terms of digital marketing and web design services to be formatted. This presents a great opportunity for web design freelancers who can offer pre-formatted aub directory digital marketing services, such as: Creation of banners for display marketing actions; How to use Instagram Stories in marketing strategies We are encouraged by traditional social media to show our best side on social media, after all, everything we publish remains exposed and available on the internet forever. Today, however, there is a new type of content circulating around the market, with a 24-hour shelf life, which encourages sharing in a more authentic way.
Despite the ephemeral nature
of these temporary photos and videos, popularized by Snapchat and now available on Instagram Stories , it’s likely that this volatile content will cultivate a more lasting relationship with your business’s marketing strategies. Instagram Stories , in particular, is quickly gaining ground as the tool that keeps your most loyal followers engaged, something Snapchat already did, while making your content discoverable to new audiences. Ultimately, Stories have changed the way we use Instagram , transforming the platform into something more than just an online photo album. Is it worth investing in Instagram Stories? You might be wondering.
Why should I waste my time on content that will disappear in 24 hours?” The answer is simple: because it introduces a sharing addiction between people and brands. According to a global study by Kantar TNS , Snapchat’s popularity has been increasing among people of different age groups. They’re looking for real, personal, in-the-moment content that feels like it’s being created “behind the scenes.” Consumers probably like Instagram Stories for the same reasons, after all, the two apps have a lot in common. Brands, in turn, can also ride this wave of ephemeral authenticity.
It’s a new tool to incorporate into Instagram marketing strategies . Instagram Stories as a marketing strategy One of the main reasons to use Instagram Stories is the engagement that this format offers. Recent research indicates that this is one of the posts that generates the most engagement on Instagram, and since one of the main objectives of marketing on this network is precisely engagement, this is a perfect tool. However, there are many other reasons for business owners and marketers to invest in Instagram Stories
