As social algorithms evolve to better pair content with the right audience, the way we measure performance must also evolve. Here are a few hot takes on why you should wave goodbye to some of your current KPIs and turn to new metrics.
TLDR: Look beyond your follower count to measure the effectiveness rate of your brand while keeping the post-type in mind.
KPI hot take #1: Forget the follower count.
In years past, follower count was the coin of the social realm. Not any more. Evaluating KPIs like shares reveal way more about how content is performing. Because the algorithm pushes content to non-followers, shares show how well you are resonating beyond your normal audience. So, essentially, shares show how viral your brand is. Plus, shares offer a glimpse into behind-the-scenes conversations and connections, reflecting the level of trust in your brand's information.
KPI hot take #2: Effectiveness rate is the new engagement rate.
Unlike engagement rate, effectiveness rate looks at reach to determine success levels (AKA, how well you are actually connecting with consumers beyond your normal followers). Growing brands are demonstrating a 20% effectiveness rate. Want to see how your brand is doing? Check out the formulas below:
KPI hot take #3: One post at a time.
KPIs are anything but one-size-fits-all. And nowhere is that clearer than on YouTube. On one hand, long-form content gets higher video views thanks to its easy searchability and high production quality. But if you look at shorts, they attract a higher user engagement level with their bite-size info and vertical formatting. As you look to measure success, each has their individual strengths with different metrics and thus their KPIs should be viewed differently as well.
Social algorithms are constantly changing, but your brand doesn't have to be left behind. Keep our tips in mind to ensure your social content reaches its full potential.
Algorithm hacks
What you should be leveraging in your social posts.
️Ask yourself: “Is this post shareable?” or “Will this spark a conversation in the DMs?”
️Content that provides entertainment value will push your channel to the next level.
️Ensure your content is edited and posted within the platform rather than 3rd party apps.
Striking stats
️️37.4% of TikTok users in the US made at least one social e-commerce purchase in 2023. (Source: Capital One Shopping Research)
️️️US social commerce is projected to surpass $100 billion by 2025. (Source: eMarketer)
️️️ Video accounts for 60% of the time US users spend on Instagram. (Source: eMarketer)
Lightning round
️ The A-team secured our spot at 68th on Atlanta Business Chronicle’s Pacesetter list, recognizing Atlanta’s 100 fastest-growing privately held companies. 4 years and counting!
️️️Ammunition took home some new hardware from the Worldwide Partners’ Global Summit, winning the Perfect Partner award.
️️️JC Hamill, our Chief Technology Officer, celebrated his 3rd Ammoversary.
️️ Naomi Trad and Erica Brager represented Ammunition in the 2024 American Association of Advertising Agencies’ Institute for Advanced Advertising Studies, a comprehensive program designed for rising agency talent. Congrats to Naomi for winning first place in the pitch competition
