Why is it some physicians have a big following when their content isn’t great?
The answer is quite obvious when you know what to look for. Successful creators analyze the data and create content based on what they know will interest their audience. On the other hand, beginners create content randomly based on assumptions they make about their audience.
In this essay you’ll learn how to start creating content like a seasoned digital creator.
Every social media platform gives you access to your analytics data.
These are the typical analytics parameters and how to leverage them:
1. Views → How many people have seen your content. Depending on the platform this is called views, or impressions.
2. Engagement → How many of those who saw your content, engaged with it. This often encompasses likes, shares, comments, etc…
3. Likes/Reactions → How many people “liked” or reacted in some form to your post.
4. Shares → How many people saw your post and decided to share it with others. This can be on the platform (retweets or reposts) or externally (link via email or WhatsApp, for example.)
5. Comments → This is arguably the most important metric to look at. When a piece of content generates comments, it’s your cue to pay attention. Is your audience liking it? Are they asking clarifying questions?
Other: There are other data points like engagement rate, click-through ratio (CTR), dwell time, etc. But if you’re still reading this essay, chances are you don’t need to worry about these just yet.
Don’t look at the absolute numbers, look at the aggregate data through time to spot trends and standout data points.
Avoid comparing your numbers to what you see from established creators.
Instead, focus on creating a lot of content over a period of time and gather as many data points as you can. Give yourself at least 30 days of testing content ideas out and then start looking for standout data points. Remember standout data points are relative. Not absolute.
For example, if your posts are getting 40–60 views on average and one of them has 250, that’s a 400% increase! You must’ve done something right!
The mistake beginners make is thinking analyzing the data is something you do once you’re an established creator. That’s backward thinking. You analyze the data to become established!