How to Create a Social Media Report (Free 2024 Template)

To access insightful and actionable data, small business owners should embrace effective social media reporting. It can empower them to track, analyze, and optimize their online presence to enhance engagement and their return on investment (ROI). 

This guide will help you understand how to create comprehensive social media reports, pinpoint key metrics, use the right tools, and implement actionable insights to elevate your brand’s social media strategy.

Recommended: Enhance your social media reporting with Arrow.AI’s insightful analytics and tailored content creation. 

What Is a Social Media Report?

A social media report is a comprehensive document that outlines the performance of an organization's or individual’s social media marketing activities over a specified period. It consolidates data from various social media platforms to provide insights into the effectiveness of social media strategies, audience engagement levels, and the ROI. 

These reports enable marketers to analyze trends, make informed decisions, and optimize future social media campaigns to drive better performance.

What to Include in Your Social Media Report:

The most effective social media reports include these eight sections:

1. An Executive Summary: This section provides a brief overview of the report’s content, highlighting its key findings along with the achievements and challenges faced during the reporting period. It gives readers an at-a-glance understanding of the primary takeaways.
2. Objectives: Clearly outline the objectives of your social media activities. These should align with your overall business goals and indicate what you aim to achieve through your social media campaigns.
3. SMART Goals: Break down objectives into specific, measurable, achievable, relevant, and time-bound (SMART) goals. These goals provide clarity and direction, ensuring focused efforts and measurable outcomes.
4. Metrics and Key Performance Indicators (KPIs): Identify the social media metrics and KPIs used to measure performance against the set goals. These social media reporting metrics could include the engagement rate, reach, impressions, follower growth, etc.
   Note: The right social media tools can help you track social media metrics as well as create and automate social media posts.
5. Data Documentation: Document the social media data collected from various social media platforms, analytics tools (e.g., Google Analytics and Facebook Insights), and other sources crucial for evaluating performance.
6. Conclusions: Analyze the gathered data to draw insights about the performance of your social media activities. Identify patterns, trends, and areas in need of improvement for your marketing strategy.
7. Recommendations: Based on your conclusions, provide recommendations to enhance your social media strategies, improve engagement, and drive better results.
8. An Action Plan: Develop a strategic plan that outlines the steps required to implement the recommendations. Make sure to include timelines, the resources required, and the expected outcomes.

How to Create a Social Media Report (8 Steps)

The following eight steps will help you create a comprehensive social media report. Below, you’ll also find a social media report template you can use to create a monthly social media report. Monthly reports provide a snapshot of your social media analytics. In this respect, your monthly reports become the perfect social media analytics tool.

Each of these eight steps includes an explanation, key considerations, action steps, and an example to help you customize the report for your small business’s needs.

Step 1: Define the Purpose

Start by establishing the reason for creating the report — whether it’s to assess the overall performance of your social media efforts, analyze a specific campaign, or inform stakeholders.

This foundational step will help you tailor the report to meet specific needs, providing relevant and actionable insights for informed decision-making. 

Here, clarity and precision are paramount to ensure subsequent steps remain aligned and purposeful.

Key Considerations:

1. Identify stakeholders. Define the report’s primary audience. Are you preparing it for an internal team assessment, senior managers, or external clients? Understanding the report’s audience will influence its depth, focus, and presentation format.
2. Determine specific needs. Assess the needs and expectations of the report’s stakeholders. Identify what they seek to gain from the report — whether that’s insights into performance metrics, audience engagement, or ROI.
3. Align with business goals. Make sure the purpose of the report aligns with your overarching business objectives. It should contribute toward your business’s strategic planning, offering insights that drive informed decision-making.

Action Steps:

• Conduct a stakeholder analysis. Identify the key stakeholders and list their specific interests and expectations regarding the social media report.
• Set objectives. Establish clear objectives the report will aim to fulfill. These objectives should be specific, catering to the informational needs of the stakeholders.
• Align objectives with business goals. Ensure the objectives you set sync up with your business’s goals so the insights derived will support strategic planning.

Example:

Imagine you’re a social media manager for a small ecommerce business. The chief executive officer (CEO) wants to understand the impact of the company’s social media activities on website traffic and sales conversions. In this case, the purpose of the social media report might look like this:

• Audience: CEO and the marketing team
• Objective: To analyze the effectiveness of social media campaigns in driving website traffic and sales conversions
• Alignment with Business Goals: The report should provide insights into how social media contributes to achieving higher sales and expanding the customer base, aligned with the business’s goal of increasing revenue by 25% in the next quarter.

Defining the purpose provides a strong foundation for the rest of the social media reporting process. It ensures focus, relevance, and utility, guaranteeing the insights and recommendations offered will be actionable and aligned with both the stakeholders’ expectations and the business’s strategic objectives. 

All of the data, analysis, and insights included in the report should help to fulfill this defined purpose effectively.

Step 2: Set SMART Goals

Develop goals that are specific, measurable, achievable, relevant, and time-bound to ensure clarity and focus.

SMART goals act as the backbone of an effective social media report, driving focus, clarity, and actionable insights. These goals are critical in quantifying your social media efforts and outcomes, ensuring they align with broader business objectives. 

SMART goals also bridge the gap between ambiguous aspirations and concrete achievements, making the evaluation of social media performance both qualitative and quantitative.

Key Considerations:

• Specific: Ensure each goal is clear, concise, and specific to avoid ambiguity. Clearly defined goals lead to precise reporting and actionable insights.
• Measurable: Integrate metrics and KPIs that allow for tangible measurement, enabling you to quantify success and areas in need of improvement.
• Achievable: Set realistic and attainable goals based on the resources, budget, and time available.
• Relevant: Align goals with your business’s broader objectives and ensure they add value and contribute to organizational growth and success.
• Time-Bound: Attach a timeframe to each goal to instill a sense of urgency and focus, aiding in timely achievement and evaluation.

Action Steps:

1. Identify key areas of focus. Recognize the core areas that need attention, improvement, or evaluation within your social media strategy.
2. Attach specific metrics. Pair each area of focus with specific, measurable metrics to quantify success and progress.
3. Evaluate achievability. Assess the realism of each goal, considering the available resources and potential challenges.
4. Ensure relevance. Validate the alignment of each goal with your overarching business objectives and stakeholder expectations.
5. Set timeframes. Allocate specific timeframes for achieving each goal to facilitate focused efforts and timely evaluation.

Example:

Suppose your purpose (from Step 1) is to evaluate the impact of social media efforts on website traffic and sales conversions. Some sample SMART goals could include:

• Specific: Increase website traffic from social media channels by 20%.
• Measurable: Use analytics tools to track the number of website visits originating from social media content.
• Achievable: A 20% increase is challenging, yet attainable with optimized social media campaigns based on past data.
• Relevant: More traffic from social media platforms can lead to increased sales conversions, aligning with the business’s goal of boosting revenue.
• Time-Bound: Achieve this increase in the next two months.

Setting SMART goals transforms abstract objectives into concrete targets, ensuring your social media report focused on data-driven insights and actionable outcomes. 

SMART goals also facilitate a focused approach in both strategy implementation and performance evaluation, ensuring every effort works toward achieving tangible, valuable results that align with organizational objectives and stakeholder expectations. 

Each goal acts as a benchmark, making the report a strategic tool for continuous improvement and optimization.

Step 3: Select Metrics

Choosing the right social media metrics and KPIs that align with your goals will help ensure your social media report provides valuable insights on performance.

Your chosen metrics should not only quantify the performance, but also offer qualitative insights that lead to informed conclusions, recommendations, and the outline of an effective action plan.

Key Considerations:

• Alignment With Goals: Ensure each metric directly correlates with your SMART goals, offering specific insights into performance and achievements.
• Comprehensiveness: Choose a mix of metrics that offer a holistic view of social media performance, including engagement, reach, conversions, and ROI.
• Actionability: Focus on metrics that provide actionable insights, driving informed decisions and strategies for optimization.

Action Steps:

1. Review SMART goals. Revisit the SMART goals you set to ensure the chosen metrics directly measure and evaluate their achievement.
2. Categorize metrics. Identify categories like engagement, reach, conversions, etc., and select specific metrics under each for a comprehensive analysis.
3. Validate relevance. Assess the relevance of each metric in offering insights, ensuring they’ll contribute to informed decision-making.
4. Ensure actionability. Focus on metrics that not only offer insights, but also guide actionable strategies for improvement and optimization.

Example:

For a SMART goal that aims to increase website traffic from social media platforms by 20% in two months, appropriate metrics might include:

• Engagement Rate: Measure the interactions on social media posts to understand audience engagement levels.
• Click-Through Rate (CTR): Monitor the percentage of clicks on social media content that lead to the business’s website.
• Conversion Rate: Track the percentage of social media traffic contributing to sales or desired actions on the business’s website.

These metrics align with the goal, offering specific insights into the performance and potential areas for improvement to drive increased website traffic from social media platforms.

Selecting the right metrics will turn the ambiguous nature of social media performance into quantifiable, actionable data. Each metric serves as a lens, offering specific insights that, together, provide a comprehensive view of the performance. 

In the context of a social media report, these metrics become the benchmarks against which you’ll evaluate performance, draw insights, and form recommendations and action plans. They ensure the report will serve as a strategic tool for driving continuous optimization and value.

Step 4: Collect Data

Gathering data from social media platforms and analytics tools will ensure you have comprehensive and accurate information. The process of data collection is foundational in developing a rich, insightful social media report. 

The quality and comprehensiveness of the data you collect will directly influence the depth and accuracy of the report’s insights, conclusions, and recommendations. Therefore, it’s vital to ensure the systematic and thorough collection of data aligned with the preselected SMART goals and metrics.

Key Considerations:

• Data Sources: Identify the primary and secondary sources of data, including native social media analytics, third-party tools, and additional platforms that offer insights into social media performance.
• Data Accuracy: Ensure that the methods and tools used for data collection are reliable and accurate, minimizing errors and inconsistencies.
• Data Relevance: Focus on collecting data that is directly related to the chosen metrics and KPIs, ensuring relevance and utility.

Action Steps:

1. Identify data sources. List the platforms, tools, and resources that will be instrumental in collecting data related to the chosen metrics.
2. Collect data systematically. Develop a systematic approach to collecting data focused on comprehensiveness, consistency, and accuracy.
3. Organize data effectively. Organize the collected data in a manner that facilitates easy analysis, interpretation, and reporting.
4. Validate data quality. Check the quality and reliability of the data, ensuring it’s accurate, relevant, and current.

Example:

Suppose one of your SMART goals involves boosting engagement on Facebook posts by 25% within a month. In this example, your data collection process might include:

• Data Sources: Use Facebook Insights to gather detailed data on post engagement, including likes, shares, comments, and click-throughs.
• Data Collection: Collect data on a daily or weekly basis to track trends and patterns during the month.
• Data Organization: Use spreadsheets or analytics tools to organize the data chronologically, facilitating trend analysis and performance evaluation.
• Data Validation: Ensure the data reflects accurate engagement numbers and is free of inconsistencies or errors.

Effective data collection is akin to gathering pieces of a puzzle. Each piece, or data point, contributes to the bigger picture of social media performance, trends, and impacts. It’s the foundation for analysis and the formation of conclusions and recommendations. 

The collected data in a social media report not only quantifies performance, but also narrates a story of trends, impacts, and opportunities that then drive informed, data-driven decision-making and strategy optimization.

Step 5: Draw Conclusions

This step focuses on analyzing the data to identify trends, achievements, and areas that need improvement.

Drawing conclusions is a pivotal phase in which raw data transforms into meaningful insights. It’s where you assess the effectiveness of your social media strategies, highlight achievements, and identify opportunities for improvement. 

This step feeds directly into the actionable recommendations and strategies the final report will outline.

Key Considerations:

• Data Analysis: Use qualitative and quantitative methods to analyze the data, ensuring a balanced and comprehensive view of social media performance.
• Trend Identification: Spot trends and patterns that offer insights into user behavior, content effectiveness, and campaign performance.
• Performance Assessment: Evaluate the achievements and shortcomings against the preset SMART goals and metrics.

Action Steps:

1. Analyze the data. Employ statistical tools and qualitative assessment to dive deeply into the data in order to extract meaningful insights.
2. Identify trends. Highlight noticeable patterns and trends that indicate specific behaviors, responses, or outcomes.
3. Assess performance. Evaluate the data against the SMART goals to measure the level of achievement and identify any gaps.
4. Document insights. Record the insights systematically, preparing for the formulation of recommendations and action plans.

Example:

If you have a SMART goal to increase engagement on X (formerly Twitter) posts by 30% in two months, the process of drawing conclusions might involve:

• Data Analysis: Using analytics tools to measure changes in likes, reposts, comments, and mentions over the two-month period.
• Trend Identification: Noting that visual content, like infographics and videos, receive higher engagement.
• Performance Assessment: Concluding that while engagement increased by 20%, that fell short of the 30% target.
• Insights Documentation: Recording that visual content boosts engagement, but meeting the goal will require content diversification and optimization.

The conclusions you draw will serve as the bridge between data and action. In a social media report, this section underscores the “so what?” of the data, illuminating the implications, opportunities, and challenges inherent in the raw data. 

The conclusions also ensure the report isn’t just a presentation of data, but a meaningful analysis that drives understanding, strategy, and action that aligns closely with organizational objectives and stakeholder expectations. 

Every conclusion derived here will feed into the strategic recommendations that follow, making the report an actionable tool for continuous social media optimization.

Step 6: Make Recommendations

This step involves translating the insights gained from the analyzed data into actionable recommendations designed to enhance future performance. 

These suggestions focus on optimizing future social media strategies to better align with organizational goals, improving performance, and enhancing ROI. Each recommendation should be practical, achievable, and directly linked to the conclusions drawn from the data analysis.

Key Considerations:

• Actionability: Ensure each recommendation is actionable by providing clear steps or strategies your business can implement to drive improvement.
• Alignment With Insights: Base every recommendation on the insights and conclusions drawn from the data to ensure relevance and effectiveness.
• Feasibility: Assess the practicality and achievability of the recommendations, considering the available resources, constraints, and organizational priorities.

Action Steps:

1. Review conclusions. Revisit the conclusions drawn to ensure that the recommendations directly address the identified trends, achievements, and gaps.
2. Formulate actionable suggestions. Develop clear, practical, and specific recommendations that provide pathways to improvement and optimization.
3. Consider feasibility. Evaluate the resource implications, potential challenges, and organizational fit of each recommendation to ensure they’re realistic and achievable.
4. Prioritize recommendations. Rank the suggestions based on their potential impact, urgency, and alignment with organizational objectives to guide implementation.

Example:

If one of the conclusions cited a 20% increase in engagement on Instagram posts that fell short of a 30% goal, the recommendations might include:

• Content Optimization: Enhance content diversity and quality, incorporating more user-generated content and interactive elements to boost engagement.
• Targeted Campaigns: Develop campaigns tailored to specific audience segments identified as highly engaged to maximize reach and interaction.
• Engagement Strategies: Implement strategies to promote user interaction, such as polls, questions, and challenges to boost engagement levels.

The recommendations section is where a social media report transitions from an assessment tool into a strategic guide. Each recommendation is a pathway to enhanced performance, offering strategic actions directly rooted in data-driven insights. 

For stakeholders, this section illuminates the “next steps” that turn insights into actions. It also ensures the report is a living document that not only assesses, but also guides ongoing social media strategy, alignment with organizational goals, and continuous performance optimization.

Step 7: Create an Action Plan

Develop a detailed plan that outlines how to implement the recommendations, including the steps, timelines, and expected outcomes.

At this point, the social media report transitions into a strategic blueprint with the creation of a detailed action plan. Rooted in the recommendations, this plan serves as a roadmap to their implementation. It’s meticulous, time-bound, and outcome-focused, ensuring the translation of the insights and recommendations into tangible actions and results.

Key Considerations:

• Specificity: Outline each action with clarity, including specific steps, the responsible personnel, and the resources required.
• Timeliness: Attach specific timelines to each action to instill a sense of urgency, priority, and trackability.
• Outcomes: Highlight the expected outcomes and impacts of each action to provide a clear view of the intended improvements and enhancements.

Action Steps:

1. Break down the recommendations. Divide the recommendations into specific, actionable steps to provide clarity on the implementation pathway.
2. Allocate resources. Identify and allocate the necessary resources, including personnel, budget, and tools to ensure readiness for implementation.
3. Set timelines. Attach specific timelines to each action, ensuring a phased, trackable implementation process.
4. Highlight the expected outcomes. List the anticipated impacts and outcomes of each action to foreshadow the expected enhancements.

Example:

Given the recommendation to enhance content diversity on a brand's Facebook page to increase engagement, an action plan might look like this:

Action:

• Curate a mix of content types, including videos, articles, and interactive posts.
• Assign a content creation team to develop a content calendar.

Resources Needed:

• A team of content creators, video-editing tools, and a content calendar template.

Timeline:

• Develop a content calendar in two weeks, and then begin posting diversified content starting in the third week.

Expected Outcome:

• A 15% increase in user engagement over the next two months.

An action plan solidifies a social media report as an instrumental tool for continuous improvement and optimization. It ensures insights and recommendations are not just noted, but also acted upon to drive tangible enhancements in social media performance. 

For stakeholders, the action plan offers a clear view of the path ahead, It transforms insights into steps and steps into anticipated outcomes. It also ensures accountability, trackability, and focus in the journey of optimizing social media strategies and actions to align closely with organizational objectives and stakeholder expectations.

Step 8: Write an Executive Summary

Conclude the report by crafting a succinct and compelling executive summary that encapsulates the key findings, insights, and proposed actions. This should be a standalone section that gives readers a clear overview of the report’s content and key takeaways without diving into the detailed data and analysis.

Creating an effective executive summary requires the synthesis of data, insights, and action plans into a concise, yet comprehensive snapshot. 

This section is often the first (and sometimes only) part of the report stakeholders read, making its quality and clarity paramount. It should not only summarize the key elements of the report, but also captivate the reader's attention to underscore the value and insights contained in the detailed sections.

Key Considerations:

• Clarity and Brevity: Summarize the key findings, insights, and actions succinctly to promote readability and quick comprehension.
• Top Highlights: Focus on the major findings, actionable insights, and proposed steps to provide a panoramic view of the report's content.
• Visual Appeal: Incorporate visual elements to enhance readability, making complex data and insights easily digestible.

Action Steps:

1. Identify the key points. Select the major findings, insights, and proposed actions that summarize the report’s content and value.
2. Craft the summary. Write a concise, compelling narrative that encapsulates the key points, ensuring clarity and brevity.
3. Incorporate visuals. Use charts, graphs, or infographics to visually represent key data and insights, enhancing appeal and comprehension.
4. Review and refine. Assess the summary for completeness, clarity, and appeal, making refinements to ensure it effectively represents the report.

Example:

Imagine a social media report that reveals a 25% increase in user engagement, but a shortfall in converting this engagement into website visits. The executive summary might highlight:

• Findings: A 25% spike in engagement on social platforms.
• Insights: Increased engagement didn’t translate into increased website visits.
• Proposed Actions: Optimize content and create targeted campaigns to bridge the gap.

As a social media report evolves over time, the executive summary section becomes a benchmark that illuminates trends, shifts, and evolutions in social media performance and strategies. It serves as a strategic tool for ongoing optimization and alignment with organizational objectives.

Each time you prepare this report, refine and optimize the process to make future reporting more efficient and impactful. This can help ensure these reports align closely with your business’s evolving objectives and strategies.

Free Social Media Report Template

Download our free social media report template to create your own professional social media reports. 

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Social Media Reporting Tools

Here are some review articles to help you select the best tools for your small business. These reviews cover some of the most important social media reporting tools available in 2024.

• 5 Best Social Media Management Tools: This comprehensive resource for diverse tools offers multifaceted insights for an enriched social media reporting experience.
• Best Social Media Content Distribution Software: Uncover the metrics that matter in content reach and engagement, and identify top-performing posts with ease.
• 5 Best AI Tools for Social Media Management: Leverage artificial intelligence (AI) to delve deeper into social media analytics and derive actionable insights.
• Arrow.AI Review: Discover how Arrow.AI stands out in providing precise insights for individual social media account performance and KPIs.

Use these resources to enhance your social media marketing campaigns with data-driven decisions that’ll ensure you optimize each strategy for maximum engagement and reach.

Platform-Specific Social Media Reports

Different social media platforms have unique features, audience demographics, and performance metrics. 

When creating social media reports, tailor them to address the specific characteristics and data available from platforms like Facebook, Instagram, X (formerly Twitter), LinkedIn, etc., to derive meaningful insights and strategies.

Facebook Social Media Reporting

Facebook reports should emphasize engagement metrics, content performance, and demographic data to provide insights on how people interact with your content and how to optimize it for better engagement and reach.

Engagement Metrics

• What to Fill In: Document likes, shares, comments, and click-through rates to measure audience interaction with your content.
• Action: Analyze trends to identify high-performing content and engagement peaks.

Content Performance

• What to Fill In: Evaluate the reach, impressions, and engagement levels of individual posts.
• Action: Identify content types and topics that resonate with your target audience for future strategy refinement.

Audience Demographics

• What to Fill In: Analyze the demographic data, including age, gender, location, and device usage.
• Action: Tailor content and targeting based on demographic insights to enhance relevance and engagement.

Instagram Social Media Reporting

For Instagram, focus on visual content performance, engagement, and follower demographics to help you refine your content strategy, optimize engagement, and grow your follower base.

Visual Content Analysis

• What to Fill In: Assess the performance of photos, videos, stories, and reels based on likes, comments, and shares.
• Action: Identify visual content types and themes that generate the most engagement.

Engagement Trends

• What to Fill In: Analyze likes, comments, saves, and story interactions over time.
• Action: Spot trends to inform content planning and posting schedules.

Follower Insights

• What to Fill In: Examine follower growth, demographics, and behavior.
• Action: Use insights to refine your content, engagement strategies, and targeting.

X Social Media Reporting

On X (formerly Twitter), concentrate on post engagement, audience growth, and hashtag performance to help you optimize content for reach, engagement, and follower acquisition.

Post Engagement

• What to Fill In: Record reposts, likes, comments, and click-throughs to gauge content engagement.
• Action: Derive insights about which content themes and formats spur the most engagement.

Audience Growth

• What to Fill In: Track follower growth, including peaks and troughs.
• Action: Align content and engagement strategies with growth trends.

Hashtag Performance

• What to Fill In: Evaluate the reach and engagement of hashtags used in your content.
• Action: Optimize hashtag use to enhance content discoverability and engagement.

YouTube Social Media Reporting

YouTube reports should focus on video performance, viewer engagement, and audience demographics to help you optimize your video content, enhance viewer engagement, and broaden your reach.

Video Performance

• What to Fill In: Analyze views, watch time, and subscriber growth attributed to individual videos.
• Action: Identify the video topics and formats that attract and retain viewers.

Viewer Engagement

• What to Fill In: Document likes, comments, shares, and the average watch time.
• Action: Adapt content based on engagement insights to boost interaction and watch time.

Audience Insights

• What to Fill In: Evaluate viewer demographics, interests, and viewing habits.
• Action: Tailor video content and upload schedules based on audience insights.

TikTok Social Media Reporting

On TikTok, prioritize content virality, engagement metrics, and follower growth to optimize your content for broader reach, increased audience interaction, and platform growth.

Content Virality

• What to Fill In: Assess the reach, views, and engagement of individual videos.
• Action: Identify the content characteristics that contribute to virality.

Engagement Metrics

• What to Fill In: Document likes, comments, shares, and trends over time.
• Action: Adapt content creation based on the engagement data.

Follower Growth

• What to Fill In: Track follower increases, demographics, and engagement trends.
• Action: Align content and engagement strategies to audience preferences and behaviors.

Snapchat Social Media Reporting

Snapchat reports should focus on snap performance, story engagement, and audience growth in order to enhance your content strategy so it optimizes engagement and expands reach.

Snap Performance

• What to Fill In: Evaluate views, screenshots, and engagement levels of individual snaps.
• Action: Develop content that resonates with the Snapchat audience.

Story Engagement

• What to Fill In: Analyze story views, completion rates, and engagement trends.
• Action: Refine story content and posting frequency based on engagement insights.

Audience Growth

• What to Fill In: Examine follower increases and engagement patterns.
• Action: Adjust content and engagement tactics based on audience trends.

Reddit Social Media Reporting

Reddit reports need to focus on post engagement, community interactions, and audience insights to help you improve your content relevance, boost engagement, and grow your community presence.

Post Engagement

• What to Fill In: Assess upvotes, comments, and shares on posts to measure your content’s relevance and engagement levels.
• Action: Identify content themes and formats that resonate with Reddit communities.

Community Interactions

• What to Fill In: Evaluate community joining, interaction trends, and feedback.
• Action: Enhance community engagement strategies to foster participation and discussions.

Audience Insights

• What to Fill In: Analyze audience demographics, interests, and engagement patterns.
• Action: Tailor posts and engagement approaches based on audience insights.

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