In this article, I’m going to teach you one last skill that will transform how your boss or client sees you: writing an end-of-year social media analytics report.

Why does this matter? Because anyone can post content.

As professional social media managers, we prove our value through data.

A thoughtful analytics report shows you understand what’s working, what’s not, and how to improve.

Let’s end the year strong, shall we? ⬇️

1️⃣ Start strong with wins

Start your report by summarizing this year’s major successes.

Some example for ya:

“Increased Instagram reach by 42% compared to last year.”

“Drove 15% more website traffic through TikTok campaigns.”

Sharing wins first sets a positive tone and highlights your impact.

2️⃣ Now, share areas for improvement

No one’s perfect, and acknowledging room for growth shows maturity.

Identify a campaign or post type that underperformed.

Share what you learned. Yes, there is something to learn here.

A personal tip: I would 100% frame your challenges as opportunities. For example, “Reels engagement dipped in Q3. To address this, I believe we need to test new formats throughout Q1 2025.”

3️⃣ Showcase top and low-performing content

Embed screenshots of posts with the highest and lowest engagement.

Top-performing posts: These are your templates for future success—analyze why they worked. If they worked once, they’ll probably work again.

Low-performing posts: Pinpoint why they missed the mark (timing, format, messaging) and how you’ll adjust moving forward.

4️⃣ Summarize Key Takeaways

Wrap everything up in clear, concise bullet points:

• What trends or patterns did you notice this year?
• Which strategies consistently worked?
• What didn’t work and why?

This section should give your boss or client a quick overview of your insights.

5️⃣ Present an Action Plan for 2025

End your report strong. Your action plan could include:

• How you’re going to expand already successful campaigns.
• Testing new platforms or formats (I would totally recommend creating a strategy that mixes reels with carousels 👀).
• Take a look at your underperforming strategies and tweak them

An action plan shows your boss or client that you’re not just reflecting—you’re ready to grow. To me, this is what separates a social media poster from a professional social media manager.

💪 Put your WORK into ACTION

• Sit down and spend 45 minutes writing a year-end social media analysis report for yourself, your client, or the company you work for.
• You can do this in a Google Doc, Notion, Canva, or anything that works for you.

If you have a question, please message me on Instagram! I’d love to hear from you.