Article updated: May 16, 2022
Identify your top-performing organic, paid, and dark posts
Use Browse content to identify your top-performing content on social media. With Browse Content you can review performance metrics for your organic, paid, and dark posts.
Plans: Enterprise plan members with Hootsuite Impact or Impact Starter.
Note: This article discusses using Browse Content in Hootsuite Impact. To view this data in Hootsuite Analytics, see View post performance in Impact.
Browse Content displays a table of posts per social profile, with columns you can customize to display the metrics most important to you. You can use Browse Content to help you make real-time decisions on your social media strategy:
- Configure and sort the table to compare the metrics that matter to you.
- Identify top-performing posts by business goals (sales, subscriptions, etc.).
- Discover the content going viral organically so you can give it a boost.
- Filter your content by specific criteria like hashtag, date range, etc. to narrow in on a specific campaign.
- Visualize your social metrics and website goals side-by-side.
- Apply tags (manually or automatically) to your posts for further segmentation.
- Build reports and export content for your team.
Open Browse Content in Impact
- Go to My other products, and then select Go to Impact. Impact opens in a new tab.
- Select Impact App.
- Select Browse Content.
Customize your view
- Select a social account.
- Select Select Connection and select an individual connection (social profile) from the list.
- Select Configure Columns to customize the columns displayed.
- Select the organic and paid metrics that matter to you under Data Columns. See Metrics in Hootsuite Impact for a complete list of metrics and their descriptions.
- Select Update Columns.
Use filters to display key metrics for specific posts. You can filter by date to run monthly reports, filter by post type to view only video content, or filter by boosted to separate organic content from paid.
Filters are especially useful for organizing your data by campaign. If you have auto-tagging set up for your account, you can filter by these tags. You can also manually add tags to posts to make it easier to filter them.
Note: Browse Content pulls from Facebook’s Post API, so metrics are reported per post, on all posts published within the selected date range.
Here are some more ways you can filter your data:
- Filter Twitter data by Unique (your tweets) and Started Conversations (your own tweets that include a mention) to view all your own tweets.
- Use a Text filter to view all posts that contain a specific keyword or hashtag.
- Use a Link filter to view posts that link to a particular site, or that contain a keyword anywhere in the URL. Note that if a post uses shortened Ow.ly links, you will need to use a Text filter to surface matches from the destination link.
- Use a targeting filter to find specific Facebook or Instagram ads by post targeting criteria.
- Filter to display dark posts only or to exclude dark posts from your Facebook Page data.
Note: Selecting Native Mode to view your Facebook and Instagram ads in Impact displays the lifetime spend for your ads in Browse Content. This means that you cannot filter ads by spend range.
Filter your posts
- Select Filter Content.
- Select a data source (social profile). Different filters are displayed depending on the social network you select.
- Select your options from the provided filters. These could include date range, content type, or tag, text, or link keywords, among others.
- Select Apply Filters.
To clear a filter from your table and start over, select Refresh Filters.
- After creating and applying a filter, select Save Filter.
- Enter a filter name.
- Select Save Filter.
Use a saved filter
- Select Filter Content.
- Select Restore Saved Filter to select a filter, and then select Apply Filters.
Tip: Use your saved filters in Filter Content to easily generate reports on segments of content you’ve already filtered. See Build reports in Impact using advanced filters to learn more.
Edit or delete a saved filter
- Select Edit Filter.
- Apply your changes, and then select Update Filter or select Delete Filter.
Review the performance of your posts
The Browse Content table displays a date stamp, thumbnail image, caption, tags, and performance metrics for the posts published on the social network you select.
In the Browse Content table, you can:
- Sort posts and metrics - Select a column heading to sort metrics by that column and find your top-performing posts for the specified time frame.
- View post details - Select a post to see the post, tags, and additional metrics.
- Select View on (social network) to open the post in the associated social network.
- Select any of the tag lists to add new tags to your post. Start typing a tag, and then select from the list of existing tags that populates, or select Create Option to create a new tag (instructions follow).
- See additional metrics for the post. Depending on your social accounts and subscription plan, you may also view website analytics metrics from Adobe Analytics and Google Analytics, and calculated metrics.
- Select back arrow to close.
- Select , and then select Download as CSV to download your data to CSV. The export includes the 1000 most recent posts for the time frame you selected.
Use tags to track the success of your posts
You can use tags to categorize and track the success of your published content in Impact. Note that tags are not publicly visible on your posts.
Tip: Take advantage of the Impact auto-tagger to automatically add tags to each of your posts based on preconfigured rules. See Use automated tagging to analyze your social campaigns to learn more.
You can add the following tags to your posts in Impact:
- Content tag - Use this to differentiate the types of content you're publishing (for example, text, image, video, infographic, or poll).
- Campaign tag - Use this to identify posts that are part of a specific promotion or campaign (for example, spring sale or Christmas promo).
- Objective tag - Use this to identify a specific goal you want to achieve with your posts (for example, site visits, engagement, or new customers).
- Tone tag - Use this to differentiate posts based on tone (for example, informative, inspiring, fun).
- Other tags - If necessary, you can also add other tags to classify your content (for example, sponsored or influencer).
You can analyze your tagged posts in Browse Content and Filter Content in Impact. See Build reports in Impact using advanced filters to learn more.
Note that if you're viewing this data in Hootsuite Analytics, all tags are displayed in a single category.
Why can’t I find all my ads and boosted content in Browse Content?
It’s possible that the ad account that boosted your post isn’t connected to Impact. If an agency created your ad for you, for example, with a different ad account, the ad will not show up in Impact.
Verify that the correct account is connected to your dashboard
- Navigate to your ad account at business.facebook.com/ads/manager and locate the boosted post. The ad account number for that post will be in its URL. Confirm that it matches the ad account connected to your Hootsuite Impact dashboard.
- In Hootsuite Impact, select your account name, select Account Settings, and then select Connections. Select All Connections to view all connections, including ad account numbers. Confirm that the ad account number matches the number from your post URL.
If the correct ad account is not yet connected to your Hootsuite Impact dashboard, you will need to connect it. See Connect a social account or ad account to Impact to learn more. If an agency owns your ad account, contact our support team so we can help get it added to your instance of Hootsuite.
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