The Social Media Metrics That Matter

Discovering audience insights through analytics tools unveils the potential future audience that silently observes your content. Image by Luke Chesser via Unsplash

In the modern digital era, the multifamily industry relies heavily on social media as a pivotal tool to connect with potential renters. And the selection of social media metrics to monitor can significantly shape your social media strategy. While likes and follower counts are undeniably important, there exists a wealth of valuable insights that can be unearthed by delving deeper into these numbers.

Understanding these social media metrics extends beyond mere vanity. Within the fiercely competitive realm of multifamily and attracting new residents, it is imperative to discern the various ways prospective renters interact with your brand online, even when they haven’t explicitly clicked the ‘follow’ button or reached out. Astute renters are known for conducting thorough research, often in a discreet manner.

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The following are the social media metrics that genuinely matter to multifamily marketers, including the nuances of engagement, shares, clicks and saves—the often overlooked, yet crucial components of a successful social media strategy in the industry.

Unleashing the power of engagement

The likes and followers your social media page have might seem impressive, but these can be misleading indicators of your campaign success. What truly matters, though, is the level of engagement. Engagement encompasses comments, shares and another social media metric that often goes unnoticed: saves.

Comments. When it comes to assessing engagement, the number of comments on a post is a strong indicator that your content is igniting conversations. This type of engagement signifies genuine interest from your audience. Take the time to interact with comments, answer questions and cultivate a sense of community among your followers.

Shares: In the realm of social media, sharing is synonymous with caring. When your content is shared, it extends its reach to a broader audience. Encourage your followers to share your posts by offering incentives or creating eye-catching content that deeply resonates with them.

Saves: The ‘save’ feature on platforms such as Instagram is a subtle yet powerful signal that someone found your content valuable enough to revisit later. To leverage this, take note of the type of content that garners the most saves. Is it your property tour videos, informative blog posts, or perhaps resident testimonials? Tailor your content strategy to align with these preferences, ensuring that you consistently deliver what your audience values the most.

Unlocking the potential of clicks

While accumulating likes and followers is undoubtedly a positive aspect of your social media presence, the real power lies in persuading potential renters to take that next crucial step—clicking through to learn more.

Clicks provide crucial insights into the specific topics or properties that resonate with your audience. By tracking the click-through rates (CTR) on links in your posts, you can determine what prompts renters to take the next step, whether it’s visiting your website, checking out your listings, or seeking more information. High CTRs indicate that your content is not only eye-catching but also compelling enough for users to take action.

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To harness the full potential of CTR, consider compelling calls-to-action (CTAs). Your social media posts should feature irresistible calls to action that prompt users to explore further. Whether it’s “Discover Your Dream Apartment Today” or “Explore Our Exclusive Rental Listings,” a compelling CTA can be the difference between a potential renter getting more important information about the community and them moving on to the next post.

Visual content is also a powerful magnet for attracting clicks. Incorporate attention-grabbing images, infographics and videos that resonate with your target audience. A picture is worth a thousand words, and in the realm of social media, it’s also worth a thousand clicks.

Making the best of… all the rest

Remember, not all prospective renters are prepared to take the leap and follow your social media accounts. However, their reluctance to hit the ‘follow’ button doesn’t equate to a lack of interest. Many potential renters are quietly researching, perusing your posts and making informed decisions behind the scenes. Here’s how to decode their actions:

Audience insights. Unlocking the enigma of these discreet observers begins with using social media analytics tools. These tools are your secret agents in uncovering audience insights. Delve into social media metrics such as reach and impressions, which provide a window into how many individuals are viewing your content, even if they are officially your followers. These silent observers may very well be the future renters you’ve been waiting for.

Monitoring your competition. It’s essential to recognize that your competition is engaged in a similar pursuit, vying for the attention of the very same potential renters. Keeping a vigilant eye on what your competitors are doing on social media can be a smart strategic move. Analyzing their content and engagement levels can provide you with valuable insights into what’s working within your industry, allowing you to adjust your own strategies accordingly.

Broadening your reach through impressions. While likes and comments offer a glimpse into audience engagement, the metric of impressions is a whole different beast. Impressions unveil the sheer number of times your content has been exhibited to users. This metric serves as a powerful tool for understanding the reach of your posts and gauging how effective your social media strategy is at delivering your message to potential renters.

By closely observing these social media metrics, you can gain insights into the kinds of content that truly resonate with your audience, enabling you to fine-tune your future posts accordingly. What’s more, by engaging with users who actively interact with your content leads to stronger relationships with potential renters.