Curl, Chart, Conquer

All press is good press. You get yourself out there and show your audience who you are as a brand. Posting on social media will help you increase traffic and exposure for your company's account. Likes, shares, comments, and follower count are baseline metrics that must be monitored in the social space. This is what truly defines your brand and success.

First Frizz: Gauging Surface-Level Interaction

Most social platforms have an explore page and a following page. On the explore page, this is where you will receive the most media traffic on your company's social accounts. This is because anyone and everyone has the chance to see your content due to your algorithm. Another way you can gain traction is by your loyal followers sharing and creating content that has to do with your products. 

I believe in prioritizing a social presence because it is the easiest way for your target audience to reach you. Monitoring the engagement between posts with likes, comments, shares, and reposts can allow you as a market to gauge how well or mediocre your content is doing. Not to mention, you can use these metrics to better your posts, strategies, and campaign ideas. 

Holding the Curl: Tracking Retention 

Watch time is another pivotal metric to pay close attention to. According to Sprout Social, a social media management platform, short-form video content leads to the highest return on investment (ROI) compared to other marketing strategies. How long a viewer stays watching your video is what is considered to be your “watch time,” and this feature is available for all posts, whether they are photos or videos⁠. 

Other than the simple metrics of social media, engagement rates and click-through rates are just as important. Features like these will show you if your audience is engaged with your posts and videos that you are sharing on your platforms.

Shine and Definition: Measuring Loyalty

As previously mentioned, retention is a key factor to keep an eye on while monitoring the overall growth of your brand. Engagement rates and follower count are what truly represent your brand's health. This allows marketers and strategists to monitor the progress the company has made with the implementation of possible strategies and methods of action. 

Nonetheless, in the hair care market, it is easy to see only to measure revenue and increase in sales. Digital presence is just as important as in-store presence, and those numbers you see with a dollar sign are the representation of how you advertise your brand online.