How to Use the Facebook Insights Posts Report to Market Your Business

By John Haydon

The Posts report within Insights shows you the ways that Facebook users have engaged with each of your posts, when your fans are online, and how each type of post (image, status update, and so on) performs.

To view the Posts report, click the Posts tab within Facebook Insights.

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At the top of the Posts report are three tabs that contain additional data:

  • When Your Fans Are Online: This tab shows you how many Page fans are online for each day during the most recent week and for each hour of the day. You can view the hours for a specific day by mousing over that day of the week at the top of this tab. If you want to increase engagement with your fans, post your updates during the peak times shown on this tab.

  • Post Types: If you want to know how photos, videos, status updates, and links perform, you’ll love this tab. It shows you average reach and engagement for photos, status updates, videos, and links. Post types include link clicks, photo views, video plays, in addition to likes, comments, and shares.

    If you want to increase engagement and reach for your Page updates, publish more types of posts that get the most likes, comments, and shares. Based on the data you see here, for example, you should post more photos to get more likes, comments, and shares.

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  • Top Posts from Pages You Watch: This tab shows you the top-performing posts on the Pages you watch. You can add Pages to your watch list simply by clicking the Add Pages button. If you want an easy way to source great content for your Facebook Page, add Pages from similar businesses that you admire.

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Scroll down in the Posts report, and you see the All Posts Published section, followed by a 90-day date range. This section contains a table that describes how Facebook users engaged with each of your Page updates published in the previous 90 days. You can sort the Reach and Engagement columns and select various data to be displayed in each column.

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This report can help you understand what types of stories increase engagement. In other words, it shows you what your fans want to talk about, which is half the battle!

The columns in this report are as follows:

  • Published: The date that your post was published (Pacific Standard Time).

  • Post: The content of the post. Clicking any of the links in this column allows you to see detailed analytics for the post in a small pop-up window.

  • Type: The type of post published (status update, video, photo, or link).

  • Targeting: How each post was targeted (location and language).

  • Reach: The number of people who saw your post. You can break this statistic into paid/organic reach and fans/nonfans by choosing the desired option from the Reach drop-down menu.

  • Engagement: The ways Facebook users engaged with your content. You can view engagement in several ways including Post Clicks, Likes/Comments/Shares, Hide/Spam, and Engagement rate. Engagement rate is the percentage of people who commented on, liked, shared, or clicked a post. It’s essentially a score for the quality of your post — the higher the percentage, the higher the quality.

  • Boost: You can choose to Boost a post from this column. A megaphone icon indicates that a post hasn’t been promoted but can be.

You can view more details for each post by clicking the link for the post in the Post column. When you do so, you can see the number of Likes, comments, and shares for the post, and shares of the post.

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By analyzing post-level data, you can understand what type of content your fans engage with most. You also begin to see what type of content gets the most comments, likes, and shares. In other words, the information in this report improves your ability to engage existing fans, attract new fans, and create more awareness of your business throughout Facebook.