The Brand Insights Dashboard is one of two Dashboards available in Benchmark to help you measure your Brands’ social performance against your competitors’. Learn more about what metrics are available in the Brand Insights Dashboard and how to use it to effectively analyze your Brands.
In this article:
What is the Brand Insights Dashboard?
The Brand Insights Dashboard compares Channel-level metrics from your Brands against your competitors’ Brands. The Dashboard offers a Brand overview widget that gives a summary of your Brands’ Channel performance as well as drill-down widgets that provide details about the Brands’ Fans, Fans over time, Fan growth, Total engagement, Total engagement over time, and Average engagement per post.
You can access the Brand Insights Dashboard at any time by selecting Brand Insights under Dashboards in the Benchmark left-hand sidebar.
Filters in the Brand Insights Dashboard
The top of the Brand Insights Dashboard offers the Date Range filter and the Manage filter. Any selections in these filters will apply to all of the widgets in the Dashboard.
With the Date Range filter, you can select a custom time period by choosing a start date and end date in the calendar, or select a preset time period to view: Last 7 days, Last week, Last 30 days, Last month, Last 90 days, or Last 365 days.
Note:
Benchmark offers historical data up to two years ago from the current calendar date.
With the Manage filter, you can select the specific Brands you would like to view in your Dashboard. Use the search bar to find an available Brand, or scroll through the list, and then select the checkbox next to a Brand to add it to the Dashboard. You can also toggle to include or exclude Facebook or Instagram networks from the Dashboard.
Tip:
Brands that you marked as “My Brand” will be indicated by a crown icon in the Manage filter.
After applying selections to the Manage filter, you will see the Dashboard header, Compare “Brand” vs. “Brand,” update. Brands marked as “My Brand” will display first and then compared against, or “vs,” any competitor Brands you selected. You will also see any toggled networks displayed in the header.
Widgets in the Brand Insights Dashboard
Tip:
For a quick reference of what metrics are available in Benchmark Widgets, visit our List of Benchmark Metrics article.
Brand overview
The Brand overview widget provides a high-level summary of how your Brands are performing against your competitors’ Brands. It includes the Posts count, Fans count, Fans growth, Total engagement, and Average engagement per post of each of the selected Brands. The percentage difference for each metric is calculated based on the Date Range applied. You can sort the Brands alphabetically (A-Z or Z-A) or sort each metric column by highest or lowest.
Fans
The Fans widget is a stacked bar chart of the total number of people who have liked the Brand on Facebook or followed the Brand on Instagram. The y-axis is alphabetically organized by the selected Brands. Hovering over each bar in the widget will display the total count of Fans for each Brand on each network. If both Facebook and Instagram are toggled in the Brand Insights Dashboard, then you have the option to toggle each network on or off in the widget.
Fans over time
The Fans over time widget is a spline chart of the Fans count of each selected Brand over time. The data is aggregated (subject to the Channels added for each Brand). The time period that displays on the x-axis is based on the time period selected in the Date Range filter. Selecting an individual Brand in the widget will allow you to hone in on the data for that Brand.
Fan growth
The Fan growth widget is a grouped bar chart showing the number of Fans gained or lost for each Brand over the specified time period. The y-axis is alphabetically organized by the selected Brands. The x-axis indicates the percentage gain or loss of fan growth. If both Facebook and Instagram are toggled in the Brand Insights Dashboard, then you have the option to toggle each network on or off in the widget.
Total engagement
The Total engagement widget is a stacked bar chart showing the sum of engagement on all posts made by the Brand during the specified time period. On Facebook, engagement is the sum of Likes/Reactions, Comments, and Shares. On Instagram, engagement is the sum of all Likes and comments. The y-axis is alphabetically organized by the selected Brands. If both Facebook and Instagram are toggled in the Brand Insights Dashboard, then you have the option to toggle each network on or off in the widget.
Total engagement over time
The Total engagement over time widget is a spline chart showing the engagement for each Brand over the specified time period. The data is aggregated (subject to the Channels added for each Brand). On Facebook, engagement is the sum of Likes/Reactions, Comments, and Shares. On Instagram, engagement is the sum of all Likes and Comments. The time period that displays on the x-axis is based on the time period selected in the Date Range filter. Selecting an individual Brand in the widget will allow you to hone in on the data for that Brand.
Average engagement per post
The Average engagement per post widget is a grouped bar chart showing the average post engagement for each Brand over the specified time period. Average engagement per post is calculated by the sum of post engagement for the Brand divided by the sum of all posts made by that Brand. On Facebook, engagement is the sum of Likes/Reactions, Comments, and Shares. On Instagram, engagement is the sum of all Likes and Comments. The y-axis is alphabetically organized by the selected Brands. If both Facebook and Instagram are toggled in the Brand Insights Dashboard, then you have the option to toggle each network on or off in the widget.
Exporting a Brand Insights Report
You can export your customized Brand Insights Dashboard as a PDF report by clicking on the Export button in the top-right corner of the Dashboard. For detailed instructions, visit our article on Exporting Benchmark Dashboards.