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social media how toDo you have a content strategy for your Facebook Page?

Want to know which types of content work best?

A deep dive into Facebook Insights helps you identify which content drives people to engage.

In this article I’ll share how to find your best content using Facebook Insights.

use facebook insights to improve engagement

Discover how to use Facebook Insights to improve your engagement.

Why Use Facebook Insights?

Many people are frustrated about the decline in Facebook reach these days. However, when you dive into your Insights, you’ll receive a bounty of information about how your content is performing. You may even find that your content is resonating better than you originally thought.

Use Facebook Insights to maximize your sharing strategy. This data helps you stay in touch with the content that’s best for your brand, while avoiding the things that don’t work.

You can gather some initial information from your basic page Insights. Then dive deeper into your downloaded Insights to see more detailed data about what content is working for you long-term.

Here’s how to use Facebook Insights to get the information you need.

#1: Review Basic Insights

If you’re seeking your best content, and want a quick and easy way to find it, look at the basic Insights for your Facebook page. To access this data, go to your page and click on Insights at the top.

There are a few key areas to review: Reach, Benchmarks and Engagement.

First, go to the Reach area and take a look at the spikes on the graph, which are the posts with a wide reach. Make a note of them, since these are the ones you’ll want to reshare or replicate.

spikes in reach

To see basic stats, go to your Facebook page. Click Insights and then Reach. Pay attention to spikes to see what content got the most reach.

While Reach is a source of irritation to many people, it’s not a very important stat. The reason it’s so bothersome is that Facebook shows what reach each post gets, and it’s out of your control.

More important than current reach is running experiments to try to improve your engagement. You can then benchmark your results to the previous period to see if your strategy is working.

When you’re ready to do a comparison, search for a specific time period under Reach. That’s the best way to see if your new techniques are making a difference for you.

benchmarking in insights

After you’ve performed experiments with content, do a date search under Reach to see what posts received the most engagement on your page.

Remember, posts that get a lot of reach are likely also getting a lot of engagement.

Click on Posts (also under Insights) to check your engagement rate. This is one of the most important stats to monitor.

engagement tab in insights

To get an idea of what posts get the most likes, comments and shares, go to the Posts tab under Insights.

With basic Insights, you can get a fairly good idea of what articles get the most engagement. However, you’ll only be able to look at your posts from the last 90 days, so it’s not the big picture. Regardless, it’s an easy thing that you can (and should) do regularly.

Scroll down to All Posts Published. Then click on Reach.

Switch your view to Engagement Rate. This measures percentage of how many people interacted with your post, based on the people who saw your post. This way you can compare your posts on a more level playing field.

Engagement rate is a truer measure of your audience’s interest in your content.

engagement rate in insights menu

Switch your view to Engagement Rate to see audience interest, based on the people who saw your post.

Now compare which of your top posts were more engaging.

posts published in insights

Click on Reach to see which posts got the most visibility. Engagement (likes, comments and shares) is noted in the next column.

Click on the posts with the most reach for more details on clicks, likes, comments and shares. Choose the ones with the most engagement to reshare. Also, use that content as a guide for creating similar posts for your page.

For example, this article by Kim Garst on Social Media Examiner’s Facebook page received more than 10,000 link clicks.

posts data in insights

Click on the article or update name, and it expands to give you more information.

When you see things that are doing well, it’s a jumping-off point. When stats reveal that an article is interesting to your audience, it’s a message to reshare it and publish similar content.

If you do nothing else with Facebook Insights, monitor the engagement rate of your Facebook posts so you can see what types of content actually drive engagement.

#2: Download Insights Data

If you want to dig a little deeper into Facebook’s valuable analytics, download your page’s Insights. Then sort and manipulate the data so you can see the information that’s most important to you. This is especially relevant if your goal is website clicks, rather than likes, shares and comments, since you can’t get that from basic Insights.

To download your data, go to Insights and click on Export. Select Post Data and choose a date range. The maximum range you can export is 180 days of content or 500 posts, whichever number you reach first. Therefore, if you post several times a day, keep an eye on your numbers. Note where you left off and download the data more often.

exporting insights data

Export the data from your Insights to get more detailed analytics.

When you download the data, you’ll get a large Excel spreadsheet with lots of individual tabs on it. This spreadsheet provides the data you need to study your content and improve future posts. You’ll want to focus on the Lifetime Talking About This and Lifetime Post Consumers tabs.

downloaded insights data spreadsheet

Concentrate on the tabs for Lifetime Talking About This and Lifetime Post Consumers.

On the Lifetime Talking About This tab you’ll see visible interaction, such as comments, likes and shares. On the Lifetime Post Consumers tab you’ll see “invisibleinteraction, such as link clicks, other clicks, photo views and video views. Don’t be discouraged when your posts don’t get a lot of likes, comments or shares. Watch the clicks to know if your audience is there.

Cut and paste the Post Consumption columns (link clicks, other clicks, photo views and video views) into the Lifetime Talking About This worksheet. Then insert two columns with formulas to get total engagement.

First, insert a column after the comments, likes and shares and enter the formula to add the columns together. For example, if the columns (like the ones below) are G for comments, H for likes and I for shares, the formula would be =SUM(G2:I2). Copy and paste the formula in all of the rows in column J for totals.

Next, add a column with the formula for total engagement, which also includes link clicks, other clicks and photo views. Assuming the rest of columns (as also shown below) are K for link clicks, L for other clicks and I for photo views, the formula, which would go in column N, would be =SUM(G2:M2)-J2. Then copy and paste the formula in all of the rows in column N to get all totals.

Note these formulas are just suggestions. Feel free to adapt them to best find the information you need.

downloaded insights data merged in spreadsheet

Incorporate Post Consumption into the Lifetime Talking About This spreadsheet, so all of the relevant data is in one place.

Once you incorporate all of your post engagement on the same spreadsheet, you can see an overview of all of your data and sort it in different ways. For example, sort by link clicks to see which content drives the most traffic back to your website.

You also may want to add notes for your top 50 engaged posts. You can mark if something is from your website or from a third party. You may also mark what type of post it is: image, video, humor, quote, howto, etc.

Now you have a comprehensive list of traffic generators, as well as what types of posts get a lot of link clicks. Sort by whatever is important to you.

Look at the data and reshare top articles, since you know they got a lot of engagement to begin with. Share the same article at different times the first week. Then, if the content is evergreen, share it every other week or every couple of weeks on your Facebook page.

The other thing you can do is look at popular posts and use them as a starting point for what content to create.

Focus on the Goal

Before you study any of your Facebook Insights, determine what your goals are and then rank them in order of importance. Goals include engagement (comments, likes, shares), website clicks and traffic, email, sales and others.

When you understand your best content and what moves you toward your goal, you can grow faster and go farther. Reshare the articles that are driving traffic or find similar content that gets more engagement overall.

What do you think? Do you use Facebook Insights to improve your sharing strategy? Do you study the basic or downloaded information? What have you learned from your own Facebook Insights? Please share your thoughts in the comments.

how to use facebook insights to improve your engagement

Tips for using Facebook Insights to improve your engagement.

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  • I think this can be a lot more useful for small businesses or established brands than for individuals or pages. For instance, on my page I only put up a few posts a day and I can easily scroll down the feed and see the likes and shares.

    Looking at metrics is something you want to get into the habit of, however, and Insights is as good a place to start as any. I was happy to see my Facebook Ads metrics after a recent campaign. It was clear that desktop view was 100% useless for me and mobile view was best. Knowing things like that can save you money.

  • Yes great point Greg – this does make more sense for businesses that are posting more often. But I do think that every business can benefit from looking at a longer time frame – 6-12 months of what your best content was. And looking at Facebook Ad metrics is always a must when you are spending money to see what’s working best!

  • This is something very interesting that is worth paying your extreme attention ,a very good chance to work for those people who want to use their free time so that they can make some extra money using their computers… I have been working on this for last two and half years and I am earning 60-90 dollar/ hour … In the past week I have earned 13,70 dollars for almost 20 hours sitting ….

    Any special qualification, degree or skills is not necessary for this, just keyboard typing and a good working and reliable internet connection ….

    Not any Time limitations to start work … You may do this work at any time when you willing to do it ….

    Just know how I have been doing this…..….see this (webiste-Iink) on my !profile!<code>__abENT__lt;code__abENT__gt;to know how I am working__abENT__lt;__abENT__#8260;code__abENT__gt;</code> on this`

    ^&&gd5

  • These are great ideas and formulas for looking at metrics. However, what I have found on my FaceBook Page, as many others in my industry, is that the informative info get little to now engagement. Yet put a funny or cute picture on there and people are all over it. Yes, I get it – I am in the dog training industry and no one can resist a cute dog or puppy picture, but when you are trying to share information on helping the homeless animals in South Carolina due to the floods and there is little on shares or engagement it is very disheartening.

  • Jo Ellen Collins

    Thanks for the informative article. Very interesting to dig a little deeper to see what’s happening. Only issue I had was I can’t seem to find the Lifetime Talking About and Lifetime Post Consumer tabs. Did they disappear from the template?

  • Yes that is very frustrating to get much less engagement than before. Are you seeing that people are clicking through to the website? Sometimes that is happening despite the “look” of no engagement. And I do think it’s still good to use humor sometimes as a way to reconnect to people.

  • They haven’t disappeared – Are you definitely selecting the Post Level data?

  • Very few click through to the website, but as there are still a few I use it. I find that if I can create a meme of some sort to incorporate into a post it helps. However, when talking about a serious matter it is not always easy to do.

  • Thank you for sharing this very informative post Andrea! I never thought that Facebook has this kind of social media metrics where you can monitor your posts, and every activity you’re doing on Facebook. Thank you for posting this article. It is very useful to those who are tracking their activity on social media.

  • Great post,Awesome!
    I didn’t know that the time of the posting could be a so critical reaching
    factor. Thanks for teaching us.Keep posting…

  • Bogdan

    You can always try to share a cute puppy picture and have them know that not every puppy can bring that much happiness in peoples life<code>__abENT__lt;code__abENT__gt;s because they are victims of tragedies__abENT__#95;__abENT__#95;abENT__abENT__#95;__abENT__#95;#46; Something like __abENT__#95;__abENT__#95;abENT__abENT__#95;__abENT__#95;quot;Don__abENT__lt;__abENT__#8260;code__abENT__gt;</code>t think about the animal, think about the joy that they can bring into children`s heart”. Hope this helps you!

  • This is something very interesting that is worth paying your extreme attention ,a very good chance to work for those people who want to use their free time so that they can make some extra money using their computers… I have been working on this for last two and half years and I am earning 60-90 dollar/ hour … In the past week I have earned 13,70 dollars for almost 20 hours sitting ….

    Any special qualification, degree or skills is not necessary for this, just keyboard typing and a good working and reliable internet connection ….

    Not any Time limitations to start work … You may do this work at any time when you willing to do it ….

    Just know how I have been doing this…..….see this (webiste-Iink) on my !profile!<code>__abENT__lt;code__abENT__gt;to know how I am working__abENT__lt;__abENT__#8260;code__abENT__gt;</code> on this`

    $v3

  • Glad you enjoyed it Barbara!

  • You are so welcome!

  • Thanks, that is a great perspective to think about. Very helpful

  • This is something very interesting that is worth paying your extreme attention ,a very good chance to work for those people who want to use their free time so that they can make some extra money using their computers… I have been working on this for last two and half years and I am earning 60-90 dollar/ hour … In the past week I have earned 13,70 dollars for almost 20 hours sitting ….

    Any special qualification, degree or skills is not necessary for this, just keyboard typing and a good working and reliable internet connection ….

    Not any Time limitations to start work … You may do this work at any time when you willing to do it ….

    Just know how I have been doing this…..….see this (webiste-Iink) on my !profile!<code>__abENT__lt;code__abENT__gt;to know how I am working__abENT__lt;__abENT__#8260;code__abENT__gt;</code> on this`

    ghg*^6

  • Andrea, this is a fantastic resource and something I need at the moment as I am concentrating on building a fan base on Facebook for a new niche site. I am wondering on the visitors from Facebook, that according to analytics are 25% of my visitors, but according to Facebook insights only a few. Does Facebook insights for websites count visitors to the website and shares that comes are made in closed groups?

  • Andrea hi – Between the Buffer Social Media Report Card for the week and Facebook ‘Insights’, I’ve a ton of information !

    For instance, this week my Facebook posts were way down owing to a recent bereavement and the engagement stats reflected it pronto !

  • Nice article Andrea. I have been doing Facebook Insights for the last few weeks and never noticed that there are multiple tabs within the Post Data Export view. Thanks for that.

    I have a question though. Unlike Google Analytics, why doesn’t Facebook show insights for a date range rather than per post basis. To be more clear, lets say I post something on Facebook on November 1st. I come back on November 7th and see that the lifetime reach of that particular post has increased. I revisit the page on November 14th and naturally find the reach to be higher. But, on the 14th, If I choose my date range till the 7th, I still see the same lifetime reaches of that post and not the number of reaches the post received between Nov 1st and Nov 7th. Hope this makes sense. Any ideas?