Social Media Report

About this template

Splitting a multi-channel report

Fourteen slides give four divider-and-body pairs, which means four blocks of body content and one decision: how to divide the report. It ships as channel status, publishing operations, engagement metrics, and performance by format – a good fit for two or three channels. With four or more, give each channel a slide and fold publishing operations and engagement into one. If paid media is in scope, keep organic and paid apart and dedicate one body slide to paid.

Filling it in

1. Put the period and the channels on the cover, for example March 2026, Instagram, YouTube, Threads.
2. The contents page has seven lines – channel status, publishing operations, engagement metrics, performance by format, channel comparison, key figures, trend analysis – with a “7 items in total” note underneath. The first four are carried by the SECTION 01-04 dividers and their four body slides, in the same wording; the fifth is the two-column slide 11, the sixth the cards on slide 12, the seventh the bars on slide 13. The agenda and the dividers already say the same thing, so when you rename a section after a channel, change the contents line, the divider and the body title together, and update the “7 items in total” note.
3. Give the four dividers and four body slides a final check for matching titles, and renumber the SECTION labels if you added or removed a line.
4. Each body slide takes three numbered lines: channel, number, cause.

Example body lines

• Slide 4 ships with “Instagram followers 42k, net growth 3,100”. Example: Instagram at 42k followers; of March’s net 3,100, some 1,900 came from a single collaboration Reel.
• Slide 6 ships with “78% scheduled posts”. Example: 36 of 46 monthly posts scheduled; the 10 published live were issue responses.
• Slide 10 ships with “Reels reach 4.1x images”. Example: Reels averaged 42,000 reach, 4.1x image posts, but saves were only 1.6x.

What belongs on the metric cards

The metrics slide has four tiles labelled FIG. 01 to 04, shipped as 42k Instagram followers, 6.8% average engagement, 214 saves per post, and 46 posts a month. That mixes audience size, response and output, which is reasonable, but the cards carry nothing about the next step – profile link clicks or sessions. Slide 11 already holds purchase conversion of 1.9% and 4.6%, so promoting one of those onto a tile stops the report ending at activity. Engagement rate is likes plus comments, saves and shares divided by reach, and platforms count it differently, so note under the card which basis produced 6.8%. A line saying the figures are examples is still printed beneath; delete it once real numbers are in. The chart shows Instagram 96, YouTube 54, TikTok 73, Threads 22, while the note box beside it describes a quarterly index chart – the picture and the caption disagree. If you use it to compare channels, rewrite the note box and the “unit: index” label as reach by channel; if you use it as a quarterly trend, relabel the bars as weeks or months. The bars are shapes, so heights do not follow edited numbers.

Why a report reads as inflated

• Mixing reach and impressions. Impressions count the same person repeatedly, so putting both on one slide overstates performance.
• Showing only the posts that worked. Include one low-performing post and the reason, or the next scheduling plan has no basis.
• Letting slide 11 stop at describing the two channels. Instagram sits there with 42k followers, 6.8% engagement and 1.9% purchase conversion, YouTube with 18k subscribers, 43% completion and 4.6% conversion – different measures facing each other – so say which channel gets more of next month’s effort.