https://github.com/shellynagar27/marketing-content-performance-analysis
Analyzed 2024 social media campaign data from TikTok, Instagram, LinkedIn, and X.com using Power BI to uncover performance trends across platforms, content types, and regions. Built an interactive dashboard to drive insights on engagement, optimal posting times, and content strategy.
https://github.com/shellynagar27/marketing-content-performance-analysis
data-analysis data-modelling data-visualization excel figma marketing-analytics powerbi powerquery wireframing
Last synced: 3 months ago
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Analyzed 2024 social media campaign data from TikTok, Instagram, LinkedIn, and X.com using Power BI to uncover performance trends across platforms, content types, and regions. Built an interactive dashboard to drive insights on engagement, optimal posting times, and content strategy.
- Host: GitHub
- URL: https://github.com/shellynagar27/marketing-content-performance-analysis
- Owner: shellynagar27
- Created: 2025-06-21T08:32:02.000Z (4 months ago)
- Default Branch: main
- Last Pushed: 2025-06-24T19:46:13.000Z (4 months ago)
- Last Synced: 2025-06-24T20:24:58.221Z (4 months ago)
- Topics: data-analysis, data-modelling, data-visualization, excel, figma, marketing-analytics, powerbi, powerquery, wireframing
- Homepage:
- Size: 379 KB
- Stars: 0
- Watchers: 0
- Forks: 0
- Open Issues: 0
-
Metadata Files:
- Readme: README.md
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README
# 📊 Social Media Marketing Performance Analytics
A Power BI project that analyzes social media content performance across TikTok, Instagram, LinkedIn, and X.com for a global IT company. The objective is to uncover what drives engagement, impressions, and reach across different platforms, content types, and regions using 2024 post-level data.
- [LinkedIn Post](https://www.linkedin.com/posts/shellynagar_datadna-builtwithzoomcharts-powerbi-activity-7343377778576097280-5xAh?utm_source=share&utm_medium=member_desktop&rcm=ACoAACm_MdkBAINlDpBdpb0l7ExWMWsm7jLltdM)
- [Live Dashboard](https://app.powerbi.com/view?r=eyJrIjoiNDI5Mzg4OGMtNjZlOC00YTkwLWEzNTUtNTc3MGIxZTcwNzYwIiwidCI6IjQ2NTRiNmYxLTBlNDctNDU3OS1hOGExLTAyZmU5ZDk0M2M3YiIsImMiOjl9)
- [Challenge details](https://zoomcharts.com/en/microsoft-power-bi-custom-visuals/challenges/onyx-data-june-2025)
---
## 🚀 Project Overview
This project simulates the role of a Data Analyst tasked with improving social media strategy through data-driven insights. Using a rich dataset containing post metadata, platform indicators, and performance metrics, the goal is to:
- Identify which platforms and content formats generate the most engagement.
- Analyze regional trends and audience behavior.
- Recommend optimal content strategies to maximize reach and impact.
---
## 📁 Dataset Description
The dataset includes records of content performance published across four platforms:
- **Platforms**: TikTok, Instagram, LinkedIn, X.com
- **Attributes**:
- Post Type: Video, Carousel, Text, etc.
- Content Category: Product Promotion, Educational, Entertainment, etc.
- Timestamps: Publishing day and hour
- Hashtags used
- Performance Metrics: Impressions, Views, Engagement, Clicks, CTR, Reach
- Geographic Reach: Countries
- Promotion Type: Organic vs. Promoted
---
## 🛠️ Tools & Technologies
- **Power BI**: Dashboard creation, data modeling, DAX calculations
- **Power Query**: Data cleaning and transformation
- **Excel**: Preliminary exploration and structure validation
- **Figma**: Dashboard Wireframing
---
## 📌 Key Objectives
- Determine top-performing platforms, post types, and content categories
- Explore regional engagement and click-through trends
- Evaluate performance by posting time and hashtag usage
- Compare organic vs. promoted content strategies
- Provide actionable recommendations for future campaigns
---
## 📈 Insights & Recommendations
### 🔍 Key Insights
1. **Platform Performance**
- **YouTube** outperformed all platforms with **151.36M engagements** and **1.13B views**, indicating it is the most effective channel for reaching and engaging audiences at scale.
2. **Post Type Effectiveness**
- **Videos** led in both views (**3.64B**) and engagements (**471.2M**) across platforms.
- However, **Images** had the **highest engagement rate** (16.37%), suggesting that while videos reach more people, images prompt stronger interaction relative to reach.
3. **Content Category Performance by Region**
- **Product Promotion** resonated most in the **USA** and **Australia**.
- **Educational content** saw highest engagement in **Brazil** and **India**, pointing to demand for value-driven, informative content.
- **Customer Stories** were highly engaging in **Australia** and **India**, making these regions ideal for community-driven campaigns.
- **Entertainment** and **Webinar/Event** content had region-specific appeal (e.g., Canada, Brazil), indicating the need for geo-targeted content strategies.
4. **Engagement Rate by Post Type**
- *PDFs* and *Images* had higher engagement rates compared to *Videos* and *Carousels*, showing that simpler or more concise formats might encourage more interaction.
---
### 📊 Business Recommendations
- **Prioritize YouTube** for broad reach and engagement. Invest more in video campaigns tailored for this platform, particularly for product launches or announcements.
- **Double down on educational and customer story content** in **Brazil**, **India**, and **Australia** where informational and community-focused posts perform better.
- **Use high-engagement formats like Images and PDFs** in platforms where attention spans are shorter or where in-depth content may not perform well.
- **Customize content by region**:
‣ Promote *Product content* heavily in USA and Australia
‣ Highlight *Educational pieces* in Brazil and India
‣ Share *Customer testimonials/stories* in Australia and India
- **Optimize posting strategy** by balancing between high-reach formats (Videos) and high-engagement formats (Images, PDFs), depending on campaign goals.
- **Leverage hashtag analysis** (to be added later) to guide creative and SEO teams in developing more discoverable content strategies.
---
*More insights coming soon...*
---
## 📷 Dashboard Preview
[Dashboard](https://github.com/shellynagar27/Marketing-Content-Performance-Analysis/blob/main/Content%20Performance%20Analysis%20Across%20Social%20Media%20Platforms.pdf)
---
## 💬 Connect With Me
I'm always open to feedback, collaborations, and new opportunities in the **Data & Analytics** domain.
- 🔗 [LinkedIn Profile](https://www.linkedin.com/in/shellynagar/)
- 📧 [shelly.nagar@outlook.com](shelly.nagar@outlook.com)
- 🌐 [Portfolio Website](https://codebasics.io/portfolio/Shelly-Nagar)
- [novypro profile](https://my.novypro.com/shelly-nagar)