What Should Your Social KPI’s be for Facebook and Instagram?

Loaded question much?

I have been asked this question countless times and I must admit it can be hard to answer as this number changes quite a bit. It’s changed recently due to Facebook slashing organic reach.

Below is what I think brand KPI’s should be for Facebook and Instagram. The numbers below are what you should be aiming for, they may seem unattainable now, but this is what brands should be striving for. If you’re one of the few brands that are hitting the below KPI’s, I would suggest challenging yourself with higher KPI’s.

KPI's - Aim High

Facebook

  • Reach 10% of total likes
  • Engagement 10% of total reach
  • TAT 25% of total engagement
  • Website traffic 3% of engagement (This will also fluctuate with your post content and it’s objective. On sales/offers it should be higher).
  • Response time 2 hours of question being posted

Instagram

  • Engagement 3% of total followers
  • Response time 2 hours of question being posted

Do you agree with these KPI’s or have you different numbers?

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