Notes on social, reporting and what the numbers actually mean.
Things I have had to work out on client accounts, written down so I stop explaining them twice. Mostly reporting accuracy and platform mechanics.
- 5 minTikTok, Instagram, Content
The first second of a TikTok decides the next thousand impressions
TikTok and Instagram decide whether to widen distribution based on very early retention, so the opening frame does more for reach than the quality of the idea behind it.
Read it - 4 minReporting, TikTok, Analytics
A 55% drop that was not real: how partial months lie in monthly reporting
If a social export stops mid-month, the final month's totals are automatically lower than complete months, which reads as a collapse. Trend on median impressions per post instead.
Read it - 4 minReporting, Sprinklr, Analytics
Your impressions number is probably double-counted
Most social analytics exports carry the same reach concept under several column names, so summing them double-counts. Take the highest value on each row instead.
Read it