KPI in social media strategy
Social networks have completely transformed the way we consume, share and discover content. In a few years, they have gone from being simple leisure spaces to become essential platforms for brands to connect with their audience. But although many companies know their importance, few dominate something as fundamental as choosing Adequate kpi (Key performance indicators). The KPI are not random figures: they are strategic compasses that indicate if your social networks efforts are aligned with your true goals.
When we talk about social networks in 2025, we do it in a scenario where algorithms prioritize relevance, genuine interaction and customization. It is not enough to publish content; You have to measure, analyze and itera. In this article we explore how to choose and use the most relevant kpi for your social networks - without being lost in hundreds of useless metrics - and how to use them to guide your presence, capture and loyalty strategy
In this blog post we show you some of the most relevant kpi’s when monitoring your presence, collection and loyalty plan on social networks.
The challenge of choosing KPI useful in social networks
One of the most common errors in planning a social media strategy is to focus on superficial metrics: "Like", followers, impressions. These figures can be informed with little effort, but do not always reflect a real impact. KPI must make strategic sense: they must be linked to business objectives, not just the digital ego.
The social KPIs are not something new, but in 2025 they become even more importance, because saturated networks make it stand out less than how many times you public and more how much you optimize your results. A useful guide to understand what indicators measure and why it can be found in SocialGest, where they describe how to create truly useful metric reports: "impressions, scope, followers growth rate, interaction, click on links and more."
To deepen which KPI you must measure on social networks and how to interpret them strategically, you can check this updated Hootsuite guide:
https://blog.hootsuite.com/social-media-metrics/
Presence: How visible are you?
The presence measures the scope of your voice on social networks. It goes beyond having many publications: these are how many people you have the real opportunity to impact. Here are usually monitoring:
- The total number of users who have seen your publications (scope).
- The generated impressions (how many times your contents were shown).
- The growth rate of your followers or audience.
These metrics allow you to understand if your social channels are gaining organic visibility. You can see them directly from the analytics of each social network - Instagram Insights, goal business suite, Twitter Analytics, etc.— or consolidate them through external tools.
But the presence on its own does not work if it does not generate action. That's why we need to go further.
COLLECTION: Convert visibility into traffic
Capturing traffic refers to directing users to a specific destination: your website, a landing, a form, a product landing. For this to work, it is convenient:
- Tag your social campaigns correctly using UTM parameters or recognizable values that your web analytics tool identifies. In this way, you can measure how many visits come directly from social networks.
- Assign an estimated monetary value to each visit (average cost per visit) to have an idea of social investment (ROI).
- Monitor click your publications, bonds in biography and action buttons that you have defined.
These actions allow you to know if your social publications not only disseminate, but also They move people where you are interested.
Loyalization: Cultivate lasting relationships
Loyalty refers to the degree of commitment that your followers show in front of your brand. It is worth an active community than tens of thousands of inactive followers. To quantify loyalty, and know how effective your strategy is, analyze:
- Interactions: I like it, comments, shared, saved, mentions.
- Repost or retweets on platforms that allow it.
- Recurrent interactions with your messages grouped by themes or campaigns.
- Retention rate of users in content such as videos or stories (what percentage of audience see until the end).
- Content generated by users: how many followers create content mentioning or using your brand.
By grouping these metrics for campaigns or products, you can identify which ones resonated with your audience and replicate that formula.
Trends 2025: What you should keep in mind
This year, artificial intelligence, personalization and interaction lead trends in social media. The use of AI to generate dynamic content, automatic responses and segmentation has grown exponentially.
It is also essential that your KPIs are aligned with the current business objectives. A recent article on how to establish KPI in 2025 suggests maintaining a balance between advanced indicators (such as capture) and lagging behind (such as sales) to obtain a complete and adaptable vision.
On the other hand, it becomes more relevant to measure qualitative metrics such as feeling, the virality (how many times your content is shared) or the save/save on Instagram. These metrics reveal not only that the content was seen, but impacted the user.
How to structure your kpi without losing the focus
Not to overwhelm with data, I recommend you:
- Start with a few key KPI (for example, scope, clicks and interaction rate).
- Verify your evolution week by week or month by month.
- Do not saturate the report: in the summary, only 3 to 5 kpi priority must be highlighted.
- Adjust your KPI if you discover that some no longer provide real value.
A specialized company can help you define the KPIs that really matter for your sector: community, content, conversion, retention.
Social networks remain powerful platforms to connect, inspire and convert audiences. But for them to work, it is not enough to publish much: you have to measure intelligence, choose the right indicators, interpret them and act on them.
Choosing appropriate KPIs is not an exact science, but it is an essential strategic practice. When you understand what to measure, how to measure it and what decisions to make with the results, social media management stops being an expense and becomes an sustainable growth machine.
Ready to improve your digital presence with a data-driven strategy? Contact us and we advise you.
You may also be interested in this article: Trends in social networks 2025: advances to your competition