Reaching 100 million users in just five days of launch, Meta’s Threads app is attracting users with its simple integration with Meta apps and profile setup. Like any social media network, you should take a strategic approach when building your presence. This is where understanding threads analytics plays an important role.
When you know which posts are influential, whether it’s long-form text posts or image posts, you can create a data-driven content strategy for the app. This is where your threads metrics help you uncover key insights.
In this guide, we’ll learn about Meta Threads Analytics, from accessing the dashboard to understanding the data.
Key Meta Threads Metrics and Analytics to Track
Threads give you access to many important performance insights – not just on your content but that of other users as well. It is especially useful for social media competitive analysis. Here are some key thread metrics to track in your analytics dashboard (also called Threads Insights).
Reach and impression metrics
Scene Plays and Impressions have now been replaced from the Threads Analytics dashboard. Scene In your dashboard you can see the number of profile views by followers and non-followers. This lets you know how often your profile is appearing in people’s feeds.
Threads also shows you the number of views for individual posts when you click through. view activity Under each post. This helps you understand how your posts are reaching people on the platform.
The best part is that you get to see these metrics for other people’s posts too, if they haven’t hidden their number of likes and shares.
engagement metrics
interaction Your Threads dashboard shows you how many times people have engaged with your content over a certain period of time. Here, you see details of different interaction types, such as likes, quotes, replies, and reposts. Again, you can see these interactions by both followers and non-followers.
To get post-specific interaction reports, click view activity Below the post. It will show you the number of likes, reposts and quotes for each post. Use these insights to see how specific posts drive engagement.
Similar to views, you can view engagement metrics for posts from other Threads users. Use this feature to see what top brands are doing on Threads. Which of their posts is driving engagement? What do their top performing posts have in common?
Source: Threads
follower growth metrics
The Followers section in your dashboard shows you a chart of your total followers over time. This helps you visualize how your account has grown over a period. Ideally you want to see a steady rise in the chart. Any decline may indicate the need to step up your social media marketing strategy for threads.
audience demographics
Scroll down for a more detailed description of your audience’s demographics. You can see the distribution of audiences across countries, regions, and even specific cities. This helps you understand how to adapt your strategy to better connect with people based on their location.
The Threads dashboard also shows you detailed audience breakdown by age and gender. Threads is unique in that its gender reporting goes beyond male and female. Unlike most platforms, it includes reporting for other genders for followers whose gender identity does not fit into the male and female binary.
Navigating the Threads Analytics Dashboard
Meta introduced Threads Insights for desktop in August 2024. The good news is that the analytics dashboard is accessible to all users, even if they don’t have a creator or business account. The only caveat is that you must have at least 100 followers to use this feature.
Here’s how to view Threads analytics on the web app:
- Click More button on the lower left panel of the screen.
- choose Insights From the menu to open your analytics dashboard.
- By default, Threads will show you information from the last 30 days. Click Insights Drop-down menu at the top of the page. Then choose the time range for which you want to track your Threads metrics – last seven, 14, 30, or 90 days. At the time of writing this post, there is no option to track metrics for a custom time frame.
- Scroll down to view your views, interactions, follower growth, and audience analytics respectively.
Insights for the Threads mobile app launches in October 2024. Here’s how to view threads analytics on mobile:
- Go to your profile page on the Threads mobile app.
- tap on Insights Icon at the top right of the screen.
- This will open your Threads Analytics dashboard, providing the same insights as you see on desktop.
Uncover Meta Threads Analytics with Sprout Social
Sprout Social’s Threads integration provides powerful analytics to track your content performance to get a holistic view of your social performance. All users can track their thread metrics in their Post Performance report, and Premium Analytics users with access to My Reports can add a custom Thread Performance widget to My Reports to get additional information.
With Sprout, you can easily track metrics including impressions, engagement, reactions, and shares within post performance reports. Compare your threads content to your other social content. Are your posts getting more views on threads vs. Are certain types of content seeing significantly higher engagement on Threads vs. Instagram? This helps you understand what to post on each social media platform, including threads.
Post performance reports take the burden off you and put all your post-specific information in one place.
Go beyond basic metrics and dive deeper into your threads performance with Sprout’s advanced analytics. Post-level insights on Sprout are much more comprehensive than basic post analytics, including impressions (views), engagement rates per impression, overall engagement, likes, replies, and shares. Premium Analytics users can gain more valuable insights into what resonates with your audience:
- participation may occur
- engagement rate per impression
- publish post
Tips for Using Threads Metrics for Content Optimization
Understanding your threads metrics will help you create data-backed strategies to grow your presence on the platform. Let’s look at some tips for making better use of the data from your Threads analytics.
Analyzing performance trends over time
Profile-level insights on threads help you understand how your account has performed over time. In particular, the Follower Growth chart lets you visualize your account’s growth patterns.
Have you seen an increase in followers during the given time frame? Has your growth slowed down recently? Use these insights to highlight performance trends. Then tie these trends to specific account activities and campaigns to see what’s working and what’s not.
Meanwhile, Sprout’s Post Performance Report helps you visualize how your posts have performed over time. This makes it easy to tie changes in your performance to specific posts and content strategies.
Identifying best performing posts
On a related note, the Post Performance report makes it easy to identify your top performing posts. Connect the patterns and adapt your social media content strategy accordingly. Are there any content formats that consistently see high engagement? Do you get more visibility when you post anecdotes?
This is important because Threads prioritizes posts with the most engagement or views. So you can improve your visibility when you create posts similar to the ones that perform well on the platform.
Setting clear goals and objectives for threads
The best way to take advantage of threads analytics is to know exactly what to track. This way, you’re not wasting time on metrics that don’t actually meet your social media goals.
When you have a clear idea of ​​your goals, you can better align your analytics tracking with your overall marketing strategy. For example, if your goal is brand awareness, you may need a strong cross-platform strategy that utilizes Instagram threads. Seeing how your posts are reaching and engaging non-followers and your account growth over time will help you measure this goal.
A/B testing different posting times and content formats
Constant testing on social media helps you fine-tune your strategy and improve your performance. Similarly, perfecting your threads strategy is all about regular A/B testing.
Like other social networks, visibility on threads depends on getting initial engagement. This means sending your posts at a time when your audience is most likely to see and engage with them.
Sprouts Viralpost The technology uses AI to analyze historical engagement data to recommend times when your audience is most likely to engage with your content. The Optimal Send Time feature suggests the best time to publish your post for optimal engagement.
Additionally, your A/B tests should also include content formats. Threads allows you to get creative with text, image, and video posts, so try reusing content from your other campaigns on the app. Publish different content formats and use the post performance report to see which gets the most views and engagement.
Maximizing Success with Meta Threads Analytics
Threads being quite new to the social media landscape, it boasts of high engagement and rapid user growth. This creates the perfect conditions for making your presence felt on stage. Monitor your threads analytics closely to create campaigns and content that drive results.
Sprouts Threads integration lets you see how different posts are performing in one place. This simplifies your analytical efforts, making it easier to identify patterns to achieve success on the platform. As you start tracking metrics, our 2024 content strategy report can help guide you in creating your thread strategy.
See how these features add value to your Threads strategy with a 30-day free trial.
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