Uses of algorithms, KPIs (key performance indicators), and ROIs (return on investment), can help measure and assess content. Analytics can help define what keeps your audience coming and what simply doesn’t grab their attention. Guest speaker and data analyst, Nitin Goyal states algorithms are a 5$ word for a set of rules of how something should work. He states profit serves as a KPI as to what are you putting in and getting out. How to measure your digital marketing ROI states that KPIs are primary metrics that you use to determine if your marketing is working (Forbes). Also, ROI tells you if your efforts are worth being profitable (Forbes).
Algorithms work to cater public feed that is specified for you. How social media algorithms work to control content visibility states when you retweet (reply) and others do the same to you, the algorithm sees you as an active part of a specified community, which is exactly the behaviour it is designed to reward (Paminy). Thus, this stems to form connecting things back to you. Algorithms and analysis know what reels will keep you scrolling. Advertising on reels is a creative and clever way for one to stay longer to watch. Short videos as a whole are easier to digest as you see more in less time. These bite-sized content forms are highly suitable for our low attention spans today. Marketers understand this and cater their digital content in ways where audiences spend more time on these platforms. These platforms then gather revenue into dollars with company-purchased ad slots.
Hootsuite and Instagram analytics are great tools that can showcase all of a creator’s media metrics. These statistics are transformed into insights that are beneficial to provide smartly crafted effective content in the least amount of time. Search trends also provide quality analytics and information on what your audience is searching/thinking about your brand/content such as Google trends. Is your viewer’s interest time-based? A consistent stream of interest throughout the year? Or maybe there is an increase during the holidays/colder weather. Analytics can tell you this and help generate content to better suit your needs and your viewers. Data analytics: work smarter not harder with providing quality content.