If you're a marketer in today's world, you know that social media marketing is a key element of any modern marketing campaign. Social media platforms have billions of users, making them a prime place to reach a large and diverse audience. Social media platforms also offer advanced targeting options that allow you to advertise to specific demographics and interests, making it easier to reach the right people.

But with so much data available on how your company is performing on social media, it can be a challenge to make sense of it all and use it to make decisions that will ultimately benefit their business. Many marketers don’t have the necessary expertise or time to interpret large amounts of data, making it difficult for them to make informed decisions. Fortunately for modern marketers, content analysis has come a long way.

So… what exactly is it, and why is it so useful in the world of social media?

What is content analysis?

Simply put, content analysis is the collection and evaluation of data with the goal of generating actionable insights.

In the context of social media, this means analysing the content being shared on platforms like Facebook, Twitter, and Instagram to understand things like which topics are resonating with your audience, the sentiment of the content being shared, the best times to publish, and the formats that perform best. By using social media content analysis, companies can gain valuable insights that help them make informed decisions about their content strategy.

For example, let's say you're a clothing retailer and you want to know which type of content is performing best on your Instagram account. By using content analysis, you can see that posts featuring high-quality product photos receive the most engagement, and that posts published on weekends tend to do better than those published during the week.

Armed with this information, you can adjust your content strategy to focus more on visually appealing product shots and schedule more of your content for the weekends.

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What can you use content analysis for?

Social media content analysis can help you make progress with a variety of business goals. Some of the most common ones include:

  1. Improving customer engagement. Gain an understanding of which types of content and messaging are most effective at engaging your audience and then use this information to create more engaging content.
  2. Identifying brand sentiment. Track the sentiment of the content being shared about your brand and then use this information to identify areas where you can improve your reputation or address any negative sentiment.
  3. Increasing brand awareness. Get closer to the topics and hashtags that are most popular with your audience and then use this information to create content that resonates with your target audience and/or increases your brand awareness.
  4. Benchmarking against competitors. Content analysis is based on metrics. Because social media content is by its nature public, you can easily use analysis of your content to see what your competitors are doing and ways you can beat them.
  5. Improving customer service. Track customer feedback and identify areas where you can improve your products or services and then use this information to respond to customer inquiries (or complaints) more effectively.

How does content analysis work?

There are different versions of content analysis, but at least for InlineMarket, the content analysis process consists of a collection/scraping stage and then an evaluation stage.

First, your social media data is scraped from a social media platform such as LinkedIn. Your data is then coded in a way that allows it to be analysed and fed into an API such as Azure or Watson. The insights that are generated from this analysis can then be compiled and packaged into an easily digestible and actionable format.

In the case of InlineMarket's Sales & Marketing Analytics tool, we gather data from various social media platforms and then use a machine learning algorithm to analyse it. This enables us to assemble your content analysis results into a format that’s optimised for instant understanding and doesn’t require technical skills.

Unlock the power of social media content analysis with InlineMarket

Content analysis is a valuable tool for companies looking to improve their social media marketing efforts. At InlineMarket, our mission is to help you grow your business with data that’s actually useful. We offer data solutions to our customers that help them to make sense of the vast amount of data available out there to really drive their business growth.

Our Sales & Marketing Analytics tool is capable of social media content analysis, which gives you a clearer picture of how you're performing against your competitors and highlights ways you can stand out.

Here’s how we do it. We analyse data on up to four of your competitors and benchmark your organisation against them. We then generate categories and keywords, and provide content ideas tailored to your target audience. We compare your organisation to your competitors in terms of thought leadership and create a content plan for use with other tools like ChatGPT.

This plan includes actionable insights that can help you to optimise your social media content and achieve your business goals, such as increasing customer engagement, improving brand sentiment, increasing brand awareness, and generating leads.

For the pulp and paper industry, for example, we benchmarked a handful of companies across a range of metrics and created a collection of insights into which companies should perform which actions to maximise their engagement.

To get started with InlineMarket's social media content analysis capabilities, why not book a demo today?

Niko Päivärinta

Written by Niko Päivärinta

Chief Executive Officer at InlineMarket