Insights

Understanding your social media performance and learning what works.

Chirpy Insights helps you understand how your social media content is performing, how your audience is responding, and what you can learn from that activity to improve future posts.

Social media marketing is about more than publishing content. The objective is to attract the right audience, build awareness, encourage engagement, develop relationships, and ultimately generate business opportunities.

But publishing regularly does not automatically mean your social media marketing is effective.

To improve results, you need to understand how people respond to your content, what captures their attention, and which activities contribute to your marketing objectives.

Social media insights turn audience activity and content performance into information you can use to make better marketing decisions.

They help you answer important questions:

• Are my posts reaching the right audience?
• Which content generates the most interest and engagement?
• Which social media channels are performing best?
• What types of posts encourage people to take action?
• How can I improve my future content?

By understanding these patterns, you can spend less time guessing and more time creating content that delivers meaningful results.

Every social media platform provides its own analytics, typically showing information such as views, reach, likes, comments, shares, and follower growth.

Although useful, these measurements present several challenges:

• Fragmented information. When you publish across multiple platforms, your performance information is scattered across separate dashboards, making it difficult to understand your overall results.
• Metrics without context. A post might generate thousands of views but very little engagement. Another might reach fewer people yet generate valuable conversations. Looking at individual numbers does not always reveal which post delivered greater value.
• Difficulty identifying patterns. Understanding why some content performs better than others requires comparing posts, platforms, formats, and audience responses over time.
• Limited guidance on what to do next. Traditional analytics can tell you what happened, but interpreting the results and deciding how to improve often requires additional effort and expertise.

The challenge is not simply accessing more data. It is understanding what that data means for your business.

Social media analytics is the process of collecting and examining information about your content, audience, and engagement to evaluate marketing performance.

Several measurements are particularly useful:

These measurements provide different perspectives on performance.

For example, reach helps you understand visibility, while engagement indicates whether people are responding to your content.

However, no single metric tells the complete story. The real value comes from examining how different measurements relate to your marketing objectives.

Analytics and insights are closely related, but they serve different purposes.

Analytics tells you what happened. Insights help you understand what it means and what you might do differently.

Consider a real estate agent who publishes several posts during the week.

Illustrative real estate example:

The property listing attracted twice as many views, but the buyer tips generated substantially more engagement.

The insight is that educational content may be more effective at encouraging this audience to interact.

The agent could use this information to test additional educational posts, while continuing to use property listings to support visibility.

Chirpy Insights brings social media performance information into the Chirpy platform, helping you understand how your content performs across connected channels and identify opportunities to improve.

Rather than relying solely on separate platform analytics, Chirpy provides a centralized view of performance information, including reach, engagement, channel performance, and recommendations.

• Small business owners, including real estate agents and realtors. See which posts people respond to, so you spend your posting time on what works.
• Agencies. Get clear, evidence-based direction for each client account you manage.
• In-house marketing teams. Explain why you chose a content approach and show what it achieved.
• Independent creators. Learn what your audience responds to so you can grow with less guesswork.

• Review your platforms in one place. Instagram, Facebook, LinkedIn company pages, LinkedIn Personal, X, TikTok, YouTube and Pinterest each have their own Insights page. You can find them under the same menu and use the same date control on each, with presets that suit each platform.
• Work with numbers from the source. Every figure comes directly from the social platform through its official data connection, known as an API. If a platform does not share a metric, Chirpy tells you it is unavailable rather than estimating it.
• Find your top posts and best posting times. See which posts performed best and which days and hours your audience tends to respond, based on your account's own history. Use these patterns to plan your next posts and test what works.

AI Insights gives you a written analysis of one account over 90 days, six months, 12 months, or a custom date range. It brings together a performance score, what is working, risks to watch, and actions to take now.

The analysis also covers your best posting times, how different content formats perform, and a month's content plan. You can export it to PDF or Word to review or share with your team or clients.

Every Monday morning, the Weekly Brief appears on your dashboard. It gives you a score across your accounts, the week's wins and risks, the best time to post, and three recommended actions.

Each action includes a button that opens the relevant tool, making it easier to turn what you learn into your next step.

The Reports Engine is available on the Advanced, Max, and Teams plans. It creates branded PDF and Excel reports and compares results with the previous period, helping you show how performance has changed.

Chirpy Insights forms part of the continuous improvement process within the Chirpy Engagement Loop.

Chirpy Insights supports the Measure, and Learn and improve, steps of your social media activity.

Create → Publish → Engage → Measure → Learn and improve → Repeat

The objective is not simply to produce more content. It is to use what you learn from your audience to create better content, encourage stronger engagement, and improve your marketing results over time.

Here we will go through the platform Insights pages, AI Insights, the Weekly Brief on the dashboard, and the Reports Engine where included in your plan.

All examples below are based on a fictional brand - Morning Ritual Coffee.

1. 1In the left menu, open the Advanced section.
2. 2Click Insights to show the platforms.
3. 3Click a platform: Facebook, Instagram, LinkedIn, LinkedIn Personal, X, TikTok, YouTube or Pinterest.

Figure 1 shows the menu.

If you manage more than one account

When you have two or more accounts on the same platform, an account picker appears under the page title (Figure 2). Pick the account you want; the page reloads with its figures. The address bar keeps the account, so you can bookmark a client's page. On Teams, the picker includes accounts your teammates connected to the workspace.

Every platform page has a date control at the top. Pick a preset or a custom range.

Figure 3 shows the Facebook presets.

Choose a custom range

1. 1Click Custom.
2. 2Click the start date, then the end date.
3. 3The calendar closes and the page reloads for those dates. The Custom button now shows the range.

Custom ranges can go back 12 months (90 days on Pinterest) and can't include future dates. To go back to a preset, pick one from the date control. The presets differ a little by platform: Facebook and Instagram offer 7d, 14d, 30d, 6m and 1y; YouTube adds 90d; LinkedIn, LinkedIn Personal, X and TikTok offer 7d, 30d, 90d, 6m and 1y; Pinterest offers 7d, 30d and 90d.

Refresh

Click Refresh to fetch the latest figures from the platform. On X and TikTok, the header shows when the figures were last updated, and on X a Cached label can show when you're looking at saved figures; Refresh fetches new ones.

Before going into the Insights available for each platform, you need to be aware that the same word can mean different things on different platforms. These are the definitions Chirpy uses.

Engagement rate

One of the most important metrics you want to track is your Engagement Rate as it tells you how actively engaged your target audience is with your content and marketing efforts.

However, each platform also calculates Engagement Rate differently, which is important to know. The table below provides more insight into this.

How engagement rate is calculated

The top of the page shows five cards for the range you picked.

• Total Views: views across the posts in the range.
• Total Reach: each post's reach added together. As the card says, someone who saw two posts counts twice.
• Total Engagement: likes, comments, saves and shares across the posts in the range.
• Avg Engagement Rate: the average of each post's rate.
• New Followers: net new followers in the range, with the change against the previous range of the same length.

Below the cards, Advanced Metrics Summary adds Total Interactions, Total Saves, the reach total for the range and the average reach per post.

Tabs

• AI Insights: the written analysis.
• Overview: totals for likes, comments and saves.
• Analytics & Trends (opens first): the Performance Trends chart, plus daily reach, views and profile views when Instagram provides them.
• Feed: your posts, newest first, with each post's numbers.

Performance Trends plots daily views, saves and engagement by the date each post went out (Figure 7). A spike points you to the post worth repeating.

On the Feed tab, each post shows its likes, comments, saves and views (Figure 8). Click the comment count to read comments and add one. For your daily pass across every platform, use Community.

Six cards sit under the header (Figure 9). Facebook pages differ in what Meta returns, so some cards change their label to match the figure available for your page.

• Total Reactions: all reactions (like, love, wow, haha, sad, angry) in the range. If Meta doesn't return page-level reactions, the card adds up reactions on your recent posts and says so.
• Total Impressions: shown when Meta returns page impressions. Otherwise the card shows the best available figure and labels it: Post Impressions, Video Views, Profile Visits or Total Reach.
• Total Engagements: reactions, comments, shares and the other post engagements Meta counts.
• Engagement Rate: total engagements divided by the figure on the views card. The line under the rate names the figure it used.
• New Followers: net new followers, with how many unfollowed. If Meta has no daily figures for your page, the card shows your current total instead.
• Total Visits: page profile views in the range.

Tabs

• AI Insights: the written analysis.
• Performance (opens first): page views and views by day, split into organic and paid.
• Demographics: total page likes, new followers by day, top countries and top cities.
• Top Posts: your best posts by reactions, comments and shares.
• Recent: your latest posts, newest first. From Top Posts and Recent you can edit or delete a post and reply to, hide or delete comments.

The Performance tab opens first (Figure 10). The tall bars are views; the short bars are visits to your page.

The Demographics tab shows your Net New Followers (Figure 11).

Figure 12 shows you where your followers are. Use top cities to check that your page reaches the neighborhoods you serve.

The LinkedIn page covers a company page you manage (Figure 13).

• Total Followers, with followers gained in the range when LinkedIn provides it.
• Total Impressions across your recent posts, and how many posts that covers.
• Total Engagements: likes, comments and shares, with the engagement rate.
• Avg. per Post: average engagements per post.

Tabs

• AI Insights: the written analysis.
• Overview (opens first): follower growth, an engagement breakdown and engagement details.
• Audience: a breakdown of your followers (see below).
• Posts: your 10 latest posts, newest first. From the post cards you can comment, reply and delete your own comments, and react with any of LinkedIn's reactions: Like, Celebrate, Support, Love, Insightful or Funny.
• Top Posts: your best posts by likes, comments and shares.
• Analytics: a summary of posts published, total likes, comments and shares, and total impressions.

The Audience tab breaks your followers down by seniority, job function, industry and country (Figure 14). It's the most useful LinkedIn view for agencies: it shows whether a client's page reaches the people the client sells to.

LinkedIn treats your own profile separately from a company page, so it has its own page (Figure 15). Connect it from Connect Accounts as LinkedIn Personal.

• Followers (your total), and Impressions, Reactions and Avg Engagement for the range, from LinkedIn.
• Members Reached, Comments and Reshares.
• Impressions Over Time: daily impressions.
• Post Activity: posts published and scheduled through Chirpy.

The page has two tabs, Overview and Posts. It has no AI Insights tab.

On X Insights, four cards at the top total your posts, replies, likes and reposts in the range. Below them, Account Overview shows followers, following, total posts and engagement rate (Figure 16).

Tabs

AI Insights, Overview, Top Posts, Trends (engagement by day, impressions and averages per post), Best Times and Recent Posts.

If X limits requests, the page may show figures from the last update with a note. Wait a few minutes and press Refresh.

The top of the TikTok page shows Followers, Following, Videos and Total Likes (Figure 17). Each card says Current total: these are your account totals today, straight from TikTok, not totals for the date range. TikTok doesn't share follower history, so there is no follower growth chart.

Engagement Overview (Figure 18) shows your engagement rate, your average likes per video and when the figures were fetched. The engagement rate is your average likes per video divided by your followers, using lifetime totals. Figures are fetched from TikTok when you open the page or select Refresh.

The date range applies to your videos. The Videos tab lists the videos you posted in the range, each with views, likes, comments and shares (Figure 19). Click a video to play it.

The Analytics tab charts Views and Likes by Video (Figure 20): one pair of bars for each video posted in the range, placed at its post date. TikTok reports each video's total views and likes to date, not a daily breakdown, so a video posted last week has had less time to collect views than one posted last month.

The top cards show Subscribers, Total Views and Videos for the whole channel, and New Subs for the range (Figure 21). The Overview tab adds Views, Likes, Comments and Shares for the range, then Watch Time, Avg View Duration, Engagement Rate and Net Subscribers.

Tabs

AI Insights, Overview (with Views Over Time), Videos (recent videos with views, likes and comments) and Analytics. Analytics charts Views & Watch Time, Likes & Comments Over Time and Subscriber Growth (Figure 22).

Pinterest is on every paid plan. Connect it from Connect Accounts: choose Pinterest, sign in to Pinterest and pick the boards you want. Each board becomes its own account in Chirpy. If no board is connected, the page shows No Pinterest Board Connected with a Connect Pinterest Board button.

The page title shows the board you're looking at. Four cards sit under the header (Figure 23).

• Followers: your Pinterest account's followers.
• Total Pins: the number of Pins on this board.
• Impressions: how many times your Pins were on screen in the range. The label shows the range, for example (30d).
• Saves: how many times people saved your Pins to their own boards in the range. This label shows the range too.

Below the cards, Engagement Metrics and Board Information sit side by side (Figure 24).

• Pin Clicks: clicks on your Pins that open them in close-up.
• Outbound Clicks: clicks that take people off Pinterest, for example to your website.
• Total Engagement: saves, Pin clicks, outbound clicks and other actions on your Pins, such as carousel swipes. It only appears when Pinterest reports more than zero.
• Board Information: the board's name, its description if it has one, and View on Pinterest, which opens the board.

Top Pins

Top Pins shows up to five of your Pins with the most impressions in the range, in the order Pinterest ranks them (Figure 25). Each shows its image, title, impressions and saves. Click a Pin to open it on Pinterest.

If no Pin had activity in the range, the section says "No Pin activity in this period yet. Pinterest can take up to 48 hours to report new Pins."

Boards and the account picker

When you have connected two or more boards, the account picker under the title lists them as your Pinterest name and the board name (Figure 26). Pick a board to see its details.

Date range and refresh

• Presets are 7d, 30d and 90d (the last 7, 30 and 90 days). Custom lets you pick dates within the last 90 days, because Pinterest shares the last 90 days of analytics with Chirpy.
• Figures load from Pinterest when you open the page or change the range. If you return to a board and range you already opened without reloading Chirpy, you'll see the figures loaded before. Click Refresh for new ones.
• The page doesn't show a last-updated time.

What the Pinterest page doesn't show

• No AI Insights tab. AI Insights isn't available for Pinterest.
• No daily charts, audience demographics or engagement rate.
• No figures older than 90 days.
• Pinterest boards aren't included in the Weekly Brief or the Reports Engine.

Your best posts tell you what to make more of. Each platform shows them a little differently.

Figure 27, Figure 28 and Figure 29 show the top posts on Facebook, LinkedIn and X.

When you look at a top post, ask what was different about it: the format, the topic, the time, whether people were in it. Then make one more like it this week.

Best times come from your own posting history, not a generic rule. There are three places to find them.

• X, Best Times tab (Figure 30): average engagement by the hour you posted, in your time zone, and your best performing hours with how many posts each is based on.
• AI Insights, Best Posting Times (Figure 31): the peak window, a weekly grid of your strongest days and times and the reasoning behind them. Available for every platform except LinkedIn Personal and Pinterest.
• Weekly Brief, Best time: the single strongest window across your accounts, for example "Thursday mornings". It appears once an account has at least 20 posts in the last 90 days, with at least three of them in that window.

Every platform page except LinkedIn Personal and Pinterest has an AI Insights tab, and it is the first tab. It reads your account's posts and figures for the period you choose and writes an analysis.

Run an analysis

1. 1Open the platform page and click the AI Insights tab.
2. 2Choose the period: Last 90 days, Last 6 months, Last 12 months or Custom range (pick dates within the last 12 months).
3. 3Click Analyze Account with AI.
4. 4Wait for the analysis to finish. It usually takes a minute or two, and you'll see a message when it's ready.

The report shows the period it covers and when it was made, with Export PDF and Export Word buttons (Figure 32). Each analysis uses AI credits from your plan.

What's in the report

• Performance Score out of 100: Excellent (80 and up), Solid (60 to 79), Needs Work (40 to 59) or At Risk (below 40).
• Key Wins and Key Risks.
• Top Actions to Take Now: the changes to make first.
• Executive Summary and Tone & Style Analysis: how your posts sound, and how consistent they are.
• Best Posting Times: peak window and weekly grid.
• Content Format Performance: which formats (video, carousel, image) do best and why.
• Hashtag Performance, Growth Events (spikes and drops and what caused them) and Risks & Health Check.
• Monthly Content Plan: themes, a suggested weekly schedule, content ideas and sample captions.

Sections are collapsible. Figure 33 shows the Monthly Content Plan opened.

By default, every Monday at 07:00 in your time zone, Chirpy looks at the past week across your connected accounts and puts a brief at the top of your dashboard. It covers Instagram, Facebook, LinkedIn company pages, X, TikTok and YouTube. LinkedIn Personal and Pinterest aren't included.

What it shows

• A score out of 100 with a label (Excellent, Strong, Solid, Building, Developing or Starting out) and the change since last week. Each account with posts in the last 90 days counts equally.
• A short summary of the week, with this week's posts, engagement and scheduled posts.
• Key Wins and Key Risks.
• Do This Week: three actions. Each has a button (AI Video, Create Post, Calendar or Brand Kit) that opens the tool with the idea filled in.
• Best time: your strongest posting window, when there's enough history.

Open the full report

Click Full report for the Portfolio Report (Figure 34). The Overview tab shows each account's score, the combined wins and risks, the top actions from every account and this week's three actions. A tab for each account opens that account's detail.

Run it now or change the schedule

• Click Re-run now to build a fresh brief. It takes a minute or two. Viewers on a team can't run it.
• To change the day, hour or time zone, open Settings, then Notifications (Figure 35), and click Save Weekly Brief settings. To stop the scheduled brief, turn off Run Weekly Brief and save.
• Running the brief doesn't use AI credits.

There are two ways to take Insights out of Chirpy.

AI Insights exports (every plan)

On any AI Insights report, click Export PDF or Export Word. The file includes the full analysis and is ready to send.

The Reports Engine (Advanced, Max and Teams)

In the left menu, open Advanced, then Reports (Figure 36).

1. 1On Create Report, pick a platform: Facebook, Instagram, X, LinkedIn, TikTok or YouTube. Pinterest isn't in the Reports Engine.
2. 2Select the accounts to include.
3. 3Choose a date range: 7, 14, 30 or 90 days, or Custom (within the last 180 days).
4. 4Leave Compare with previous period on to show the change against the same number of days before.
5. 5Under Output Options, choose PDF Only, Excel Only or Both PDF & Excel. Add a report title, an accent color and a logo for the cover if you like.
6. 6Click Generate Report. When it's ready, download it.

Past reports are on Report History, with PDF and XLSX download buttons (Figure 37).

The PDF includes, depending on the platform, an executive summary, performance trends, engagement analysis, top posts, hashtags, video performance, content breakdown and audience locations. The Excel file has a summary, daily metrics, posts, content breakdown and a definitions sheet, so clients can check the numbers themselves.

Other ways to share

• On Teams, everyone in the workspace sees the same Insights pages for the workspace's accounts.
• With Ask Chirpy (Max and Teams), you can ask for an account's performance, best posting times or the latest Weekly Brief in a conversation. One platform, two ways to work.

Insights only pays off when something changes. A simple routine works better than an occasional deep dive.

Three traps

• Judging an account by followers. Followers move slowly. Reach, views and responses show whether anyone is seeing you now.
• Comparing platforms directly. A 2% rate means different things on LinkedIn and TikTok. Compare each platform with its own past.
• Reading without changing anything. The report isn't the work. The change is.

Turning a finding into a post

1. 1Find the post that did best on the platform you care about most.
2. 2Note what made it different: the format, the topic, the time, the people in it.
3. 3Open Create Post (or AI Video for a video) and make one more like it.
4. 4Schedule it in your best window.
5. 5Next Monday, check the Weekly Brief to see how it did.

"Instagram Token Expired" or another reconnect message

Platforms ask you to reconnect from time to time for security. When Instagram's connection has expired, the page shows Figure 38. Scheduled posts for that account will fail until you reconnect.

1. 1Click Reconnect Instagram. You'll go to Connect Accounts.
2. 2Reconnect the account, signing in to the platform when asked.
3. 3Come back to Insights and click Refresh.

Other platforms show similar messages: Reconnect LinkedIn to restore analytics on LinkedIn Personal, and Reconnect LinkedIn Account on the LinkedIn page.

"Instagram Connection Error"

This means Chirpy couldn't get figures from Instagram at that moment. The message explains what to do in plain words (Figure 39). Click Retry. If it keeps happening, click Check Accounts and reconnect the account. If Instagram reports that the connection has expired, you'll see the reconnect card above instead.

TikTok, X and LinkedIn show similar plain messages, for example "We couldn't load your TikTok data right now. Try again in a moment." If the message asks you to reconnect, go to Connect Accounts.

Other messages

A page shows fewer posts than you expect

• Check the date range. Totals only include posts published in it.
• LinkedIn Personal lists only posts published through Chirpy.
• Make sure you picked the right account in the account picker.

Where do the numbers come from?

From each platform's official API, for the account you connected. Chirpy doesn't estimate figures the platform doesn't share.

How often are figures updated?

Figures load when you first open a page and when you click Refresh. If you return to a page without reloading Chirpy, you may see the figures loaded earlier: click Refresh for new ones. The Weekly Brief updates every Monday, or when you click Re-run now.

Why are my numbers different from the platform's app?

Mostly because of how totals are added up (see What the numbers mean), time zones, and platforms revising figures for a day or two.

How far back can I look?

Up to 12 months on every plan, on the Insights pages and in AI Insights. Pinterest goes back 90 days, and custom ranges in the Reports Engine go back 180 days.

Does AI Insights cost anything?

Each analysis uses AI credits from your plan's allowance. Viewing Insights pages and the Weekly Brief doesn't use credits.

Can I export Insights?

Yes. Export any AI Insights report to PDF or Word. On Advanced, Max and Teams, the Reports Engine builds branded PDF and Excel reports.

Can my team see the same figures?

On Teams, yes. Insights pages include accounts connected by members of the workspace.

Does Insights tell me which posts brought in customers?

No. It shows how people responded to your posts. It can't connect a post to a sale.