How Analytics Assist Creators in their Growth and a Look at Social Pro - Our New App Concept

A breakdown of the role of analytics in a creator's everyday workflow and a look at our latest app idea for creators - Social Pro!

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Creators put a lot of time and effort into their work. They want to ensure that their content is valuable and appeals to their audience. However, it can be difficult to determine what content is most valuable to their audience without the help of analytics. Analytics can help creators understand what content is most popular and why. While social media platforms offer a variety of analytical tools, it can be difficult to use them if you're not a data analyst. These platforms are often poor at delivering these analytics in a consumable, user-friendly manner This can lead to a frustrating experience for the end users, who may get disgruntled and fail to understand why their content is not performing as well as they had hoped.

YouTube Analytics is a powerful tool that can help you understand your audience, grow your channel, and make better videos. But not all social platforms have analytics this capable. Most of them provide  a rather poor experience to creators. Consequently, a large number of creators tend to use the analytics offered by third-party companies that are believed to be more comprehensive and have better UX. One such company is Blackmagic - they offer state-of-the-art analytics extensions for twitter, which are very highly regarded. 

A creator using analytics can gain a significant edge in terms of understanding their audience and optimizing their content for maximum impact. With analytics, creators can gain insights about what content is resonating with their audience and make adjustments to their content strategy accordingly. Analytics can also help determine which platforms are the most effective for reaching a wider audience, what type of content should be focussed on, and how to  increase engagement.

In recent times, many creators have started to use social media apps on the web to avoid distractions and focus on their workflow with ease. Arguably, working on a computer screen feels so much more comfortable than a small mobile screen. Recently, Instagram has seen an increase in traffic to their web app and have decided to refresh its UX in response. This refresh has been gaining a lot of attention amongst creators and it has been reflected prominently in our Creator Calls as well. Could this be an indication that professionals use web apps as they are much closer to their workflow and free of distractions, while consumers use mobile apps which are more accessible? These findings guided us, at Phyllo, in the direction of exploring web extensions over mobile apps for analytics.

A look at some data backing our hypothesis

Now, that we’ve established our hypothesis that social web apps are more preferable amongst professionals and mobile versions are more commonplace for the end-consumers, here’s some data backing our findings:

User tweets: 

Some Extra Data

How can analytics help a creator - breakdown

  • Analytics can help creators understand the demographics of their audience, including their age, gender, location, and interests. This can help creators tailor their content to better appeal to their audience.
  • Analytics can also help creators understand how their audience is engaging with their content, including how long they are watching, what actions they are taking (e.g. liking, commenting, sharing), and what devices they are using. This can help creators determine the most effective type of content and the best platforms to use to reach their audience.
  • In addition to providing insights about their audience, analytics can also help creators track the performance of their content over time. This can help creators identify trends and patterns, as well as identify areas for improvement.
  • Many creators use analytics to compare their performance to that of their competitors. This can help them understand how they stack up against their competitors and identify opportunities to differentiate themselves.
  • Some analytics tools, such as those offered by Blackmagic, also provide the ability to track specific keywords or hashtags. This can help creators understand how their content is performing in relation to specific topics or trends.

Overall, analytics are valuable  for creators to understand their audience and improve their content strategy. By using analytics, creators can gain valuable insights and make informed decisions to help grow their channel and engage their audience.

When do new creators get into the game of analytics?

As a novice or new creator, it is recommended that you look at analytics as early as possible. Analytics can provide valuable insights about your audience and help you understand how your content is performing. This can help you make informed decisions about your content strategy and improve your chances of success on the platform.

One of the main benefits of looking at analytics early on is that it can help you understand your audience and what type of content they are most interested in. This can help you tailor your content to better appeal to your audience and increase engagement. Additionally, analytics can help you understand which platforms are the most effective for reaching your audience, so you can focus your efforts on the right platforms.

Another benefit of looking at analytics early on is that it can help you track your progress over time. This can help you identify trends and patterns in your content performance, as well as identify areas for improvement. By using analytics to track your progress, you can make adjustments to your content strategy and continue to grow your channel.

Social Pro - Our New App Idea

All of these findings got us thinking about the possibility of a nifty creator analytics tool that is easily accessible from the web apps of social media platforms. After several rounds of discussions and creator calls, we came up with the idea for Social Pro - an Instagram web extension powered by Phyllo. Social Pro works as a sidebar whenever a creator opens Instagram on the web. It requires an account connection via Phyllo and once the seamless onboarding is done, it presents creators with advanced analytics about their reputation, content, and follower data. The data on display can be customized by the creator, is refreshed periodically and saves a ton of time spent in constant tool/tab switching.

You can read more about Social Pro’s features, working and designs in our PRD. We will be launching the app very soon, keep an eye on this space for updates!

Sachin Soundar
PM @ Phyllo

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