What Goes Into a Monthly Social Media Report?
A good social media report shows what’s working and what’s not. No fluff, just numbers that matter.
Here’s what you need:
Start With the Basics
Put your company name and logo at the top. Add the dates you’re reporting on (like “May 1-31, 2025”). If you track Facebook, Instagram, TikTok, or other platforms, add their little icons so people know what they’re looking at.
The Future Section
Show the main numbers across all your accounts. How many followers did you gain? How many people saw your posts? Did anyone actually engage with them?
Write three or four sentences explaining what happened. Maybe you posted a video that went viral. Maybe engagement dropped because you posted less often. Just say it straight.
Some tools can write these summaries for you now. They look at your numbers and spit out a paragraph. You can tweak it afterward so it doesn’t sound like a robot wrote it.
1. Breaking Down Instagram
Now get specific. Show how Instagram performed this month.
Start with the basics: did you gain followers? Did more people see your posts? Which posts got the most love?
Then add:
- Main numbers: Total followers, how many people you reached, engagement rate (that’s likes and comments divided by followers), and new followers.
- Who’s watching: Show age ranges and gender splits. A simple bar chart works here.
- Post details: List every post you made. Show impressions, reach, likes, and comments for each one. You’ll spot patterns fast.
- Trend lines: Graph your reach over time. Do the same for Stories and Reels. You’ll see if things are going up or down.
2. Breaking Down Facebook
Same deal, different platform.
Write a quick summary first. Then show:
- Key numbers: Followers, reach, impressions, how many posts you made, plus likes, comments, shares, and clicks.
- Performance graphs: Line charts showing engagement over the month. Add separate lines for reach and follower growth.
- Top posts: Make a table of your best-performing posts. Sort by likes or reach (whatever matters more to you).
- Engagement breakdown: A pie chart showing the split between likes, comments, and shares helps you see what people do most.
- Location data: Which countries and cities engage most? This tells you where to focus.
End with quick tips: “This type of post worked well, let’s do more” or “This region isn’t engaging much, maybe try different posting times.
3. Breaking Down YouTube
YouTube’s different because watch time matters more than quick likes.
Start with subscribers, total watch time, and engagement.
Show the overview:
Total views, watch time, likes, dislikes (if you can still see them), comments, new subscribers, and people who unsubscribed.
Then add:
- Growth charts: Show subscriber count over time. Graph views against average watch duration (tells you if people actually watch or just click away). Compare likes to dislikes.
- Video breakdown: List each video’s stats. Views, likes, dislikes, and subscribers gained from that specific video.
What Numbers Actually Matter?
Impressions count every time someone sees your post. One person might see it five times, that’s five impressions.
Reach counts unique people. If 1,000 different people saw your post, your reach is 1,000.
Video views and completion rate matter for video content. Did people watch the whole thing or bail after three seconds?
Post frequency tracks how often you post. Sometimes posting more helps. Sometimes it annoys people.
Growing Your Audience
New followers show you’re attracting people. Follower growth rate shows momentum (10 new followers means more when you have 100 total than when you have 10,000).
Total followers gives context to everything else.
Paid Advertising Numbers
If you’re spending money on ads, track these:
Ad spend is what you paid. CTR (click-through rate) shows what percentage of people who saw your ad clicked it. CPC (cost per click) is how much each click cost you.
Conversion rate measures how many clicks turned into actual results (sales, sign-ups, whatever). ROAS (return on ad spend) shows if you made more money than you spent.
Cost per result tells you how much you paid for each lead or sale. Helps you figure out which ads are worth it.
Traffic and Conversions
These connect social media to actual business results.
Clicks indicate the number of individuals who clicked your links. The landing page views will indicate the number of those who actually loaded the page (there are those who will click and close it at once).
Major ones are conversions: leads, purchases, sign-ups. This is what pays the bills.
Assisted conversions track when social media helped but wasn’t the final click before conversion. Scroll depth shows how far down your landing page people scroll.
Who’s Watching
Knowing your audience is a way of producing better content.
The demographics indicate age and gender. When the majority of your active followers are women in the 25-34 age bracket, then you cannot make teenage boy content.
Locations demonstrate which nations and towns interact the most. Maybe you’re accidentally popular in Brazil and didn’t know it.
Device type matters for formatting. If everyone’s on mobile, make sure your images and videos look good on small screens.
Wrap It Up
That’s it. A social media report doesn’t need to be fancy. It needs to show what happened, what worked, and what to do next month.
Pick the numbers that matter to your business. Show them clearly. Write a few sentences explaining what you learned. Done.
