Why Profile Views Are the Most Important KPI to Measure in Your Social Media Marketing Strategy
Few people discuss profile views, a valuable key performance indicator (KPI) in the social media space. So, what’s the reason behind this lack of conversation? Likely, it’s because profile views are a behind-the-scenes metric, hidden from the audience who primarily see and consider follower counts and engagement metrics. However, here at FWC, we consider profile views to be social media gold. In this article, we outline the value of profile views and help you incorporate them into your social media marketing strategy.
Profile Views Lead to Three Activities
Before we get into the benefits of profile views, let’s review the reasons leads come to your profile. There are three main reasons a person views your profile:
1. To learn more about the brand: Your audience knows they can find more information about a brand on a profile from their links, content, and bio.
2. To view more content from your brand: If your audience enjoyed a post, they are likely to want to see more. They go to your profile to look at more content and determine if they want to follow you.
3. To send a message: Business happens in the DMs, so a lead will go to your profile to reach out in the DMs.
These three activities alone are great for a brand’s social media presence, but let’s see what else we can learn from profile views.
Profile Views and Brand Awareness
Profile views are directly correlated with brand awareness. The consumer who views your profile (if optimized) will see your slogan, logo, brand colors, highlights, and location. Wow, that’s a lot of information to receive with just a tap, but how does it help spread brand awareness? Simple. That consumer is now visually & subconsciously familiar with your brand. Consumers are far more likely to purchase from a brand they recognize.
“71% of consumers are more likely to buy a product or service from a name they recognize.”
— Global Banking and Finance
So when potential customers do decide to buy, your brand may be the place they look. This is why a consistent and strategic social media strategy is crucial to staying top of mind with your audience. Contact us to level up your current social media marketing efforts.
Profile Views Help You Understand the Visibility of Your Social Media
Think of your social media as a storefront and profile views as people walking through your doors. If you have high traffic, you are doing a good job of enticing customers with your content; if your profile views are low, chances are you need to tweak your strategy and revisit your ideal customer profile. A social media audit will help determine if your content is working for your goals or not. Click here to get a free Social Media Audit & Self-Assessment tool.
Profile Views Are an Indicator of Profile Improvements
Are you seeing a good amount of profile views but a low conversion and click-through rate? This means your profile needs to be edited! Great content only goes so far; if your audience visits your profile and does not find the information they are looking for, they will click away. Try making small tweaks to your profile to see what works. Do this by getting inside the mind of your ideal customer, and enlist the help of coworkers outside the marketing department to figure out the information your ideal customer is looking for.
Measure Click-Through Rate and ROI
We get it, everything in the marketing world is about ROI (return on investment), and profile views help you track ROI. If you are running an ad, how many people view your profile? Or measure the number of profile views against your click-through rate to get a conversion rate. Keep in mind that although a high conversion rate looks nice, the lead may not convert on social media. As discussed above, social media marketing is primarily a brand awareness tactic, and often leads will become familiar with your brand on social and use a different platform to convert, such as learning about a product or service on social, then using Google search to find your brand later.
How to Add Profile Views as a KPI in Your Social Media Strategy
Now that you know more about profile visits and what you can learn from them, it’s time to integrate this KPI into your social media strategy. Goals, such as growing brand awareness, are essential for social media marketing and often hard to track; which is where profile views come in. Use profile views in your goal for a brand awareness campaign. Profile views can also be used while running ads on social media to see how well your ad is performing.
But no matter your goals, the FWC team can help you achieve them. Contact us to find out if outsourcing to our team is the right solution for you.
