Using the Brand Insights Dashboard

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.

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.


What is the Brand Insights dashboard?

The Brand Insights dashboard compares channel-level metrics from your brands against your competitors’ brands.

You can access the Brand Insights dashboard at any time by selecting Brand Insights under dashboards in the Benchmark left-hand sidebar.Screenshot 2023-08-11 at 11.18.44 AM.png


Analyzing brands

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 Brands dropdown.

Benchmark Brand selector .png

Single brand analysis

When you select a single brand, your dashboard will display the single brand analysis view which features a Single brand overview widget as well as the Total engagement over time, Fans over time, and Engagement overview widgets. If you selected to include multiple networks for the brand, the widgets will display metrics for all networks.Brand analysis.png

If you selected only a single network, the widgets will reflect the metrics for that network.Single brand analysis.png

Comparison brand 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.Screenshot 2023-09-11 at 9.07.06 AM.png

In the comparison view, the dashboard will display a Brand overview widget along with Fans, Fans over time, Fan growth, Total engagement, Engagement over time, and Average engagement per post widgets.Comparison brand analysis.png


Dashboard filters

The top of the Brand Insights dashboard offers the Date Range filter and 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.

Screenshot

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 Brand Insights dashboard as well as your Content Analysis dashboard and remain in that timezone the next time you visit either dashboard.Screenshot


Dashboard widgets

Tip:

For a detailed reference of what metrics are available in Benchmark widgets, visit our List of Benchmark Metrics article.

Single brand overview

The Single brand overview widget is present in the single brand analysis view and displays the posts, fans, fan growth, and total engagement for the selected brand's networks over the selected time period. The percentage difference for each metric is calculated based on the date range applied. Hovering over the network bar under a metric will display the metric total for each network.Screenshot 2023-08-11 at 10.34.51 AM.png

Engagement overview

The Engagement overview widget is present in the single brand 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.Screenshot 2023-08-11 at 10.39.10 AM.pngScreenshot 2023-08-11 at 10.39.39 AM.pngScreenshot 2023-08-11 at 10.39.26 AM.pngScreenshot 2023-09-11 at 9.25.45 AM.png

Brand overview

The Brand overview widget provides a high-level comparison 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.Screenshot 2023-09-11 at 9.04.51 AM.png

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 or X (Twitter). 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 multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.Screenshot 2023-09-11 at 9.05.03 AM.png

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.Screenshot 2023-09-11 at 9.05.16 AM.png

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 multiple networks are toggled in the Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.Screenshot 2023-09-11 at 9.05.26 AM.png

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. 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 Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.Screenshot 2023-09-11 at 9.05.37 AM.png

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.Screenshot 2023-09-11 at 9.05.49 AM.png

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 Brand Insights dashboard, then you have the option to toggle each network on or off in the widget.Screenshot 2023-09-11 at 9.05.58 AM.png


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.

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