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 analytis 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.
Designed to stay small.
Designed to stay small.
Burnt Toast Online is run solely by me, Shaylee. Because of this, I only book a limited number of training appointments. Training is a relationship, and I give a part of myself to each client I work with. When you work with me, you're working with a partner. Thank you for choosing my small business to help grow yours. I am designed to stay small but also designed to be mighty.