Social Media Engagement and Hashtag Analysis

📊 Key Findings Engagement is highly concentrated on both Instagram and Facebook. 40%+ of all reactions, comments, and shares sit in just the top 10 % of posts. Potential problems: – Uneven performance: A small set of “hit” posts carries the account, while the majority underperform, making overall results volatile and harder to forecast. – Algorithm risk: If new posts don’t match those top-tier engagement levels quickly, the platform may reduce organic reach for everything else. – Click-through dilution: Highly saturated hashtags bury our content under millions of competing posts, so the click-through rate drops. – Misaligned targeting: Broad hashtags attract untargeted traffic that doesn’t convert.

Solution: Audience is most active between 10 AM – 12 PM and 3 PM – 5 PM. Recommended action: – Schedule the primary post of the day inside these two windows. – Reserve time-sensitive Stories or Live sessions for 10 AM or 3 PM sharp to ride the initial engagement spike. The “biggest” hashtag isn’t the best performer. The hashtag with the highest saturation index draws fewer clicks than the hashtag ranked third by saturation. 🛠️ Tools used: Power BI, DAX.