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.
Note:
This article offers information about the updated Benchmark product in Social Media Management. For assistance with the legacy Benchmark product, Unmetric, please visit the Unmetric help center.
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 tab and the Analysis tab.
The Content tab displays the post content from the specified time period for any selected brand, along with the engagement, 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 tab 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, or X (Twitter) 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 tab of your dashboard will display the post content from the specified time period for the selected brand, along with the engagement, comments, likes, shares, and reactions (where applicable) for those posts.
The Analysis tab will display the single brand content analysis view which features the Engagement overview, Posts over time, Posts format mix, Word cloud, and Total engagement over time 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
After selecting multiple brands in the Brands dropdown, 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.
The Content tab 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 tab of the dashboard will display an Analysis summary widget along with Posts over time, Share of voice, Posts network distribution, Posts format mix, Word cloud, Total engagement over time, Average engagement per post, Share of engagement, Engagement network distribution, and Engagement breakdown 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:
Benchmark offers historical data up to two years ago from the current calendar date.
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 tab and the Analysis tab 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 tab.
Use the Formats dropdown 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
Tab-specific filters
The Content tab 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, Likes, and Comments count for each post by default. List view makes it easier to view the content metrics on the post level and provides each post's Reactions, Comments, Shares, and Total engagements 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).
Lastly, content in the Content tab can be sorted using a number of ascending or descending order filters: Newest/Oldest First, Most/Least Total Engagement, Most/Least Likes, Most/Least Comments for both Facebook and Instagram, as well as Most/Least Reactions and Most/Least Shares for Facebook.
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.
Engagement overview
The Engagement overview widget is present in the single brand content analysis view and displays engagement metrics for the brand's selected networks. When multiple networks are selected, or when only Facebook is selected, the widget will display the Reactions, Comments, Shares, and Average engagement per post. When only Instagram is selected, the widget will display the Likes, Comments, and Average engagement per post. When only X (Twitter) is selected, the widget will display the Likes, Replies, reposts (retweets), and Average engagement per post.
Analysis summary
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 engagement, and Average engagement per post 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.
Posts over time
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.
Share of voice
The Share of voice widget is a donut chart of the share of voice for each brand, calculated by the total number of posts for each brand against the total number of posts 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.
Posts network distribution
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.
Posts format mix
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.
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. On X (Twitter), engagement is the sum of the sum of Likes, Replies, reposts (retweets), and quoted posts (quoted tweets). 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. On X (Twitter), engagement is the sum of the sum of Likes, Replies, reposts (retweets), and quoted posts (quoted tweets). The y-axis is alphabetically organized by the selected brands. 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.
Share of engagement
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). On Facebook, engagement is the sum of Likes/Reactions, Comments, and Shares. On Instagram, engagement is the sum of all Likes and Comments. On X (Twitter), engagement is the sum of the sum of Likes, Replies, reposts (retweets), and quoted posts (quoted tweets). 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.
Engagement network distribution
The Engagement network distribution widget is a stacked bar chart that shows the breakdown of engagement by network for a specific 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. On X (Twitter), engagement is the sum of the sum of Likes, Replies, reposts (retweets), and quoted posts (quoted tweets). Hovering over each bar in the widget will display the total engagements 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.
Engagement breakdown
The Engagement breakdown widget is a stacked 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.
Word cloud
The Word Cloud widget will display the top 25 words used in the post content that is being analyzed. Hovering over a word in the word cloud will display how many posts that word appeared in over the specified date range.
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.