Content Insights

Analyze performance by content type and format to understand what resonates with your audience.

Content Insights breaks down your organic performance by what you posted — not just when — so you can see which content types and formats consistently drive the most engagement.

Open Organic Social, then Analyze, then Content to see this view.

Content Type Breakdown

The report includes the following content types:

Content type	What it covers
Images	Single image posts
Carousels	Multi-image posts (swipeable)
Videos	Standard video posts, not Reels
Reels	Short-form vertical video
Text-only	Posts without any media
Stories	Facebook and Instagram Stories

For each content type, you'll see:

Posts per day
Total engagement
Avg engagement per post
Total impressions
Avg impressions per post
Avg engagement rate per post

Use these metrics to identify which formats consistently perform best with your audience.

Best Times to Post

Content Insights also analyzes when your audience is most engaged with your content. The Post Timing report highlights the days and times that have historically generated the strongest performance based on engagement and impressions.

Hashtags

The Hashtags report shows how hashtags have performed across your published content.

For each hashtag, you can review:

Total count
Total engagement
Average engagement per post
Total impressions
Average impressions per post
Average engagement rate

Use this data to identify hashtags that consistently drive stronger engagement and reach.

Reading the data

The numbers above are most useful when you treat them as prompts. As you read the report, ask:

Timing: do the top-performing posts cluster around a particular time of day or day of week?
Format: is one content type consistently ahead on engagement rate, not just raw reach?
Platform fit: is a format winning on one platform and lagging on another?

Then apply your findings to your next round of content.

Memories

The Memories tab resurfaces content you have already published so you can celebrate milestones and get more mileage out of the posts that worked.

On this day groups your past posts by year, so you can see what you published on this date one, two, or more years ago.
Surprise me serves a fresh selection of past content each day, giving you a low-effort way to rediscover older posts worth revisiting.
Repurpose turns any memory into a new organic draft in one click. The original caption carries over into a fresh draft you can edit, reschedule, and publish.

Use Memories to mark anniversaries, revisit seasonal content, and keep your calendar full without starting from scratch.

Analytics Overview

The cross-platform summary view: reach, engagement, and follower trends.