Doing Numbers: Mastering Social Media Metrics for Brands and Creators
Doing Numbers is the process of tracking, analyzing, and interpreting social media and influencer marketing metrics to measure success and guide data-driven decisions.
What “Doing Numbers” Really Means
“Doing Numbers” is the slang for diving into your campaign data—likes, views, clicks, conversions—and turning raw stats into actionable insights. Think of it as number crunching for your social media and influencer efforts. When you’re doing numbers, you’re not just counting followers; you’re measuring impact.
Why It Matters for Brands and Creators
- Accountability: Brands need proof that influencer partnerships move the needle on sales or awareness.
- Optimization: Creators can see which content resonates most and double down on what works.
- Budgeting: Data helps you allocate your ad spend or collaboration fees more effectively.
Without doing numbers, you’re flying blind. You might post great content, but you won’t know if it’s driving ROI, engagement, or long-term brand lift.
Examples in Influencer Marketing
1. Tracking engagement rate: An influencer posts a product unboxing and you calculate (likes + comments) ÷ followers × 100. That tells you how engaged their community is.
2. Measuring click-through rate (CTR): You share a link in an Instagram story and count taps vs. impressions. A 5% CTR might signal strong interest in your landing page.
3. Conversions and sales: Using unique discount codes or affiliate links, you see exactly how many sales came from each creator.
4. Growth over time: Comparing monthly follower growth or website traffic spikes after a campaign launch.
Common Misconceptions
- "More followers = success." Vanity metrics feel good but don’t guarantee engagement or conversions.
- "One campaign rule applies to all." Benchmarks differ by industry, platform, and content format.
- "Numbers lie." Data is neutral—misinterpretation is the real issue. Context and clear KPIs turn numbers into truth.
Variations and Related Terms
- Number-crunching: A more formal term for doing numbers.
- KPI tracking: Focusing on specific indicators like reach, impressions, or revenue per post.
- Analytics deep dive: A thorough review of all available metrics.
Practical Tips: How to Start Doing Numbers Today
1. Define your KPIs: Choose 3–5 core metrics (engagement rate, CTR, cost per acquisition).
2. Use the right tools: Google Analytics, Instagram Insights, TikTok Analytics, or third-party platforms like Hootsuite.
3. Set benchmarks: Compare against industry averages or past campaigns to spot trends.
4. Create a simple dashboard: Track daily or weekly updates in a spreadsheet or BI tool.
5. Take action: If engagement dips, test new formats (Reels, Stories, carousels) or tweak your messaging.
By making doing numbers a habit, you’ll confidently steer your campaigns toward real growth, prove ROI to stakeholders, and keep your content strategy sharp and data-driven.
