Brands reevaluating the metrics that matter most

Brands reevaluating the metrics that matter most

As highlighted by the most recent social trends for 2020, marketers are looking at a variety of metrics to determine what’s working and what’s not on social.

However, the tested removal of public Facebook and Instagram Likes may force a shift away from “Likes” as the measuring stick for content performance. And even if Likes don’t totally disappear, this trend signals the need for brands to look beyond surface-level data.

Case in point, nearly two-thirds of marketers surveyed by the latest Sprout Social survey felt that social listening will be crucial in 2020. Diving into conversations and sentiment analysis, marketers are growing more concerned with what’s being said rather than how many people are talking or looking at a single post.

The takeaway? Long-term and engagement means more than a short-term spike in Likes. Rather than chase a viral moment, brands are rightfully trying to understand what’s driving conversations with customers.