The Content Analysis dashboard is one of two dashboards available in Benchmark to help you measure your brands’ social performance against your competitors’ brands. Learn more about what metrics are available in the Content Analysis dashboard and how to use the dashboard to effectively analyze your brands.
In this article:
What is the Content Analysis dashboard?
The Content Analysis dashboard compares post-level content and metrics from your brands against your competitors’ brands. The dashboard offers two tab views: the Content feed and the Analysis widgets.
The Content feed displays all the post content from the specified time period for any selected brand, along with the engagement, impressions, comments, likes, shares, and reactions (where applicable) for those posts. The available posts in your dashboard will load as you scroll down, allowing for a seamless experience to see all of the brand's available content without loading times.
Tip:
You can click on an individual post’s timestamp to be redirected to the original native post on the social network.
The Analysis widgets offers a selection of widgets that measure the performance of posts from the brand(s) you selected.
You can access the Content Analysis dashboard at any time by selecting Content Analysis under dashboards in the Benchmark left-hand sidebar.
Analyzing brand content
By clicking Brands in the top-left corner of your dashboard, you can select the specific brand or brands you would like to view. 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. Select All or None to quickly select or deselect all of your connected brands. Hovering over the brand will also display a quick view of the brand's data availability. You can also toggle to include or exclude Facebook, Instagram networks, X (Twitter), or YouTube networks from the dashboard.
Tip:
Brands that you marked as “My Brand” will be indicated by a crown icon in the Manage dropdown.
Single brand content analysis
When you select a single brand, the Content feed of your dashboard will display the post content from the specified time period for the selected brand, along with the engagement, impressions, comments, likes, shares, and reactions (where applicable) for those posts.
The Analysis widgets will display the single brand content analysis view which features the Posts over time, Posts format mix, Word cloud, Reach, Impressions, Total engagement over time, and Engagement overview widgets. If you selected to include multiple networks for the brand, the widgets will display metrics for both networks.
If you selected only a single network, the widgets will reflect the metrics for that network.
Comparison brand content analysis
Note:
Cross-network analysis is currently not available for YouTube channels.
After selecting multiple brands in the Brands dropdown, you will also see any toggled networks displayed in the header.
The Content feed of your dashboard will display the post content from the specified time period for the selected brands, along with the engagement, comments, likes, shares, and reactions (where applicable) for those posts.
In the comparison view, the Analysis section of the dashboard will display an Analysis summary widget along Publishing activity, Reach, Impressions, and Engagements widgets.
Dashboard filters
The top of the Content Analysis dashboard offers the Date Range filter, the Timezone 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:
For Facebook, Instagram, and X (Twitter), Benchmark offers historical data up to two years ago from the current calendar date.
For YouTube, Benchmark offers 30 days of historical data.
The Timezone filter allows you to view your dashboard data in a specific local timezone. By default, the timezone will be set based on your browser's location data. When you select a new timezone, it will be saved as the new timezone for both your Content Analysis dashboard as well as your Brand Insights dashboard and remain in that timezone the next time you visit either dashboard.
Lastly, both the Content feed and the Analysis widgets feature a search bar where you can search for post content or see metrics from posts that include a specific keyword or hashtag. This feature can be helpful to gauge the post performance of brands in a variety of scenarios, such as monitoring the performance of a specific campaign. Any term you search for will display highlighted in yellow in any applicable posts in the Content feed.
The search bar will save your search history of the last 25 searches, organized by most recent first. You can delete any saved search item using the trash can icon to the right of the search item.
Use the Formats drop-down filter to select the specific post types you would like to view from your search. You can choose to select from All Formats or Carousel, Image, Link, Poll, Text, or Video.
Use the Match dropdown to apply one of the following search operators to your search:
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Match All: Acts as an AND operator
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Match Any: Acts as an OR operator
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Exclude All: Acts as NOT + OR operator
You can add as many search terms and phrases to your search as you would like by typing a comma and the enter key after each search term to separate them
Content-specific filters
Card view/list view and sorting
The Content feed provides the option to view content in either Card view or List view. Card view offers a visual glimpse of the post text and media, along with the Total engagement and Impressions count for each post by default. (Reactions, Average response Time, and Sentiment are available on Facebook posts. Reposts, including quotes, are available for X (Twitter) posts.) List view makes it easier to view the content metrics on the post level and provides each post's Reactions, Comments, Shares, Total engagement, Impressions, and Sentiment by default.
Tip:
In Card view, hashtags on posts will appear blue and be clickable. Clicking on a hashtag will add that hashtag to the search bar to automatically search your dashboard to display all applicable posts with that hashtag.You can click multiple hashtags to add to the search bar and use the Match dropdown to apply additional search operators to your hashtag search (e.g. Match All, Match Any, or Exclude All).
Content in the Content tab can be sorted using a number of ascending or descending order filters: Newest/Oldest First, Most/Least Impressions, Most/Least Total Engagement, Most/Least Likes/Reactions, Most/Least Comments/Replies, Most/Least Shares/Reposts (Retweets).
Outliers
Benchmark uses an AI-powered anomaly detection algorithm to identify any of a brand's posts with metrics that exceed the brand's baseline metrics, such as more likes than usual, more comments than usual, etc.
You can view detected outlier posts by using the Outliers view in the top-right corner (Outliers icon next to Card view and List view icons). Benchmark will then display the detected anomaly for the post, such as "50% more comments than usual," above the post in the content feed.
Currently, Benchmark can detect the following anomalies:
| Network | Likes surge | Comments surge | Shares surge | Comments:Likes | Shares:Likes | Shares:Comments | Impressions surge | Video views |
|---|---|---|---|---|---|---|---|---|
| ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✗ | |
| ✓ | ✗ | ✓ | ✓ | ✗ | ✗ | ✓ | ✗ | |
| X (Twitter) | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✗ |
| YouTube | ✓ | ✗ | ✓ | ✓ | ✗ | ✗ | ✓ | ✓ |
Widgets in the Analysis tab
Tip:
For a detailed reference of what metrics are available in Benchmark widgets, visit our List of Benchmark Metrics article, or click the information tooltip next to a widget.
Analysis summary
Tip:
For Analysis summary and all multiple brand comparison widgets, a Total vs. Average per Post comparison toggle is available.
The Analysis summary widget provides a high-level summary of how your brands’ posts are performing against your competitors’ posts. It includes the Posts count, Reactions, Comments, Shares, Total Reach, Total Impressions, Engagement rate, and Total engagement for 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.
Publishing activity widgets
The Share of voice widget is a donut chart of the share of voice for each brand. The data is aggregated (subject to the channels added for each brand). Hovering over each section of the donut will allow you to see the total number of posts created by that brand over the specified time period. Clicking on a brand in the legend will allow you to toggle off and omit that brand from the widget if desired.
The Posts network distribution widget is a stacked bar chart that breaks down how many posts were created on each network for each brand during the specified time period. The y-axis is alphabetically organized by the selected brands. Hovering over each bar in the widget will display the total post count for each brand on each network. If multiple networks are toggled in the Content Analysis dashboard, then you have the option to toggle each network on or off in the widget.
The Posts format mix widget is a stacked bar chart that breaks down total posts for the selected brand by type of post (Carousel, Image, Link, Poll, Text, or Video). The data is aggregated (subject to the channels added for each brand). The y-axis is alphabetically organized by the selected brands. Hovering over each bar in the widget will display the total post count by post type for each selected brand. You have the option to toggle each post type on or off in the widget.
The Word cloud widget is a word cloud representing the count of various keywords used in the post. Hovering over a keyword will display a count of the keyword used in posts during the selected time period.
The Posts over time widget is a spline chart of the number of posts created over time for each brand. 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.
The Facebook Average Response Time and Facebook Response Rate widgets are horizontal bar charts available for brands with Facebook accounts. Average response time shows the total time it took the brand to reply to user comments divided by the number of posts the brand responded to for the specified time period. Response rate indicates the proportion of posts the brand replied to compared to the number of posts it did not respond to.
Reach widgets
The Reach widget is a horizontal bar chart showing the sum of estimated reach metrics on all posts made by the brand. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Reach growth widget is a stacked bar chart showing the growth of reach over the selected time period. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Share of reach widget is a donut chart share of reach for each brand. The data is aggregated (subject to the channels added for each brand). Hovering over each section of the donut will allow you to see the percentage of reach for a brand for the specified time period. Clicking on a brand in the legend will allow you to toggle off and omit that brand from the widget if desired.
The Reach format mix widget displays the reach per content type for each brand over the selected time period. The data is aggregated (subject to the channels added for each brand). The y-axis is alphabetically organized by the selected brands. Hovering over each bar in the widget will display the total post count by content type for each selected brand. You have the option to toggle each content type on or off in the widget.
Impressions widgets
The Impressions widget is a horizontal bar chart showing the sum of estimated impressions metrics on all posts made by the brand. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
The Impressions growth widget is a stacked bar chart showing the growth of impressions over the selected time period. The y-axis alphabetically organized by the selected brands. If multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.
Sentiment widgets
Sentiment widgets, showing the overall sentiment for posts for the time period, are available for brands with Facebook accounts. Sentiment is determined by analyzing the post's comments to place it in an overall sentiment category — Positive, Neutral, or Negative. For comparison brand analysis, a Sentiment breakdown widget will be available showing the count of posts broken down by their categorized sentiment for the time period.
For single brand analysis, Sentiment breakdown as well as Sentiment over time, showing the daily posts breakdown by sentiment type, are available.
Engagement widgets
Note:
If you are an Admin user in Benchmark, you can customize your engagement formulas.
The Share of engagement widget is a donut chart showing the share of engagement for each brand, calculated by the engagement for each brand against the total engagement for all of the selected brands during the specified time period. The data is aggregated (subject to the channels added for each brand). Hovering over each section of the donut will allow you to see the total number of posts created by that brand over the specified time period. Clicking on a brand in the legend will allow you to toggle off and omit that brand from the widget if desired.
The Engagement widget is a stacked horizontal bar chart that shows the Total engagement and Average engagement per post for each brand for the specified time period. Clicking a network on the x-axis will isolate the engagement for that network, and you can toggle between Total and Average engagement per post in the top-right corner.
The Engagement format mix widget is a stacked horizontal bar chart that shows a breakdown of posts for each brand by post format for the specified time period. On the x-axis you can toggle between Text, Carousel, Image, Video, and Link post formats. Hovering over each brand will display a count of the total posts made by that brand in the time period by post format.
The Engagement breakdown widget is a stacked horizontal bar chart that shows the breakdown of type of engagement (e.g. Comments, Reactions, or Shares) for each brand for a specific time period. The data is aggregated (subject to the channels added for each brand). Hovering over each bar in the widget will display the engagements count by type of engagement. You have the option to toggle each engagement type on or off in the widget.
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). 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.
Exporting a Content Analysis report
You can export your customized Content Analysis dashboard as a PDF or CSV by clicking on the Export button in the top-right corner of the dashboard. For detailed instructions, visit our article on Exporting Benchmark dashboards.
Tip:
Remember to toggle the Content tab or Analysis tab depending on what information you would like to export from the Content Analysis dashboard. You will be able to see a preview of the PDF report before exporting to ensure you are downloading the desired data.