The Content Engagement dashboard helps you identify what content is really getting the highest engagement relative to the number of Viewers (i.e. Reach). It’s a more accurate way to understand if the content is actually interesting and engaging and you should do more of it, or if it just reached a larger audience so the interactions are naturally higher.
Device(s): Web only
Role(s): Admin, Analytics Viewer
Availability: Paid add-on, to learn more please reach out to Sales or your Workvivo point-of-contact
Access the Content Engagement Dashboard from Admin > Analytics > Advanced Content
Filters
All the visuals on this dashboard can be filtered by a specific audience (global, space, followers) and to a specific Space(s). Date filters apply to when the content was created.
Note that more filters are available in the Controls section, above the quick filters.
Ratio KPIs
The ratio KPIs take into account the number of viewers of a post, therefore allowing posts which will naturally have been seen by different amounts of users to be compared. The View Ratio is a passive indicator, while the Open, Comment and Reaction Ratios indicate active engagement on the part of the user.
View Ratio - Shows average views per post per viewer. It is an indicator of on average how often a user is seeing the same content. Depending on your aim this could be something you want to increase (i.e. want people in the platform more often so on average they see each post more than once), or you might want to decrease it (i.e. create more content so that viewers aren't just seeing the same posts over and over). There's likely a sweet spot you will want to experiment with and aim for.
Open Ratio - Shows average opens per post per viewer. It is an indicator of on average how many times a user is clicking into the same content. Depending on your aim this could be something you want to increase (i.e. you post a lot of articles so want opens to be high, or you create a lot of reference articles that you want people to refer back to regularly, or you want to encourage more comments and conversation on posts which can - but doesn't have to - increase the number of opens), or it might not be a focus for you (i.e. you don't post a lot of articles so there's no need for viewers to "open" posts unless there's lots of comments they want to look at). It's unlikely you would want to decrease this number as it is a conscious action for viewers to open a post.
Comments Ratio - Shows average comments per post per viewer. It is an indicator of on average how many times a user is commenting on the same content, or how many comments on average there are per viewer. Depending on your aim this could be something you want to increase (i.e. want to encourage employees to comment more and engage with posts), or it might not be a focus for you (i.e. your organization culture wouldn't lean to a lot of people commenting). It's unlikely you would want to decrease this number as it is a conscious action for viewers to comment on a post and shows high engagement with both the content and the company.
Reactions Ratio - Shows average reactions per post per viewer. It is an indicator of on average how many likes/reactions a user is giving on the same content, or how many likes on average there are per viewer. Depending on your aim this could be something you want to increase (i.e. want to encourage employees to like/react more and engage with posts), or it might not be a focus for you (i.e. your organization culture wouldn't lean to a lot of people reacting/liking). It's unlikely you would want to decrease this number as it is a conscious action for viewers to like/react to a post and shows good engagement with both the content and the company. The ideal (but unlikely) value for this would be 1 if emoji reactions are disabled, or could go much higher if they're enabled.
Engagement Ratios per Post Type
Shows the active engagement ratio KPIs segmented by Post Type. This allows you to compare which types of content gets the most engagement, and which types of engagement are most prominent for the various types.
Engagement Ratios over time
This visual allows you to monitor how active engagement ratio KPIs are changing over time. Depending on what you want to achieve and your overall aims, this chart allows you to monitor these and see if those aims are being achieved.
Ratio KPI Table
The purpose of this table is to give you all the information and data you will need to dig deep into the engagement of feed content on Workvivo. It is available in a simple or detailed view using the quick toggle, and can be sorted by any column, or exported for analysis in another tool. Use it as an aid to your own analysis and reporting on content engagement.
How do I sign up?
If you think the Advanced Analytics Add-on might be for you please reach out to your CSM or Sales contact to organize a demo and quote.