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Channel Deep Dive

A Channel Deep Dive is a one-time social media audit of your channel on TikTok, Instagram or YouTube, measured against the accounts competing for your audience.

Get a detailed picture of what drives your channel’s reach, engagement and retention, and where there’s room to grow. Your hooks, formats and topics are analysed across up to three platforms and benchmarked against your market.

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What it answers

01What should I stop doing, and what should I do more of?

02Why does it feel like I only reach people when I pay for it?

03Why did this format work before, and not anymore?

04Why are my views going down, and is it me or the whole market?

What it looks like

From a real Channel Deep Dive on a games publisher’s TikTok channel. The client is made up; every post and public number is real.

Is it you, or the market? A line chart of the channel’s typical post each month against the year’s typical post, next to the same line for the field: the channel falls from 2.95 in October to about 1.0 in December, the field stays near 1.0 until June, and both end at 0.65 in September. — **Is it you, or the market?** Your typical post each month, against the field’s. The drop came in December, months before the market cooled.

The page on the action series: typical views, reach against the channel’s typical post, the lift from someone speaking, shares and saves per 1,000 views, its kinds of post by share and reach, and what to take and leave. — **One page per franchise:** what it makes, what works for it, what to take or leave.

Start, stop, continue: three columns of four numbered recommendations each, with the numbers behind them. — **Start, stop, continue:** the findings as a list you can act on straight away.

What each metric responds to: for shares, saves, comments and likes, the franchises and kinds of post that move each one and the ones that hold it back, with a post cover for each. — **What each metric responds to:** which content moves shares, saves, comments and likes, and which holds them back.

Twenty to forty-five seconds, and someone talking: bars for the share of posts by length and by voice, with the reach of each against the channel’s typical post. — **Length and voice:** how long your posts run, whether someone speaks, and what reaches further.

Posting less wouldn’t fix it, posting later might: a bar chart of posts by hour of the day with a peak at noon, and a table of reach by time slot. — **When you post:** your posts by hour of the day, and the reach each slot gets.

This is an independent demonstration, not a commissioned client project. The company featured has a fictional name representing a real, unnamed games publisher. Its publicly observable social media data reflects that publisher’s actual performance, while post covers have been blurred. Internal analytics are illustrative and modelled, not measured. All other accounts, posts and reported performance figures are real. The analysis is based on publicly accessible data and was prepared independently, without the involvement, approval or endorsement of the accounts featured.

What you receive

A full report on your channel, with the answers on the first page and the analysis behind them.

Start, stop and continue, as a clear list you can act on straight away.

Your own questions, answered alongside the standard analysis.

A walkthrough call, where we go through the findings with you or your team.

Scope

One, two or three platforms, analysed side by side. Scope, format and the number of your own questions are agreed on the call.

Inside the report

The summary page: “Your channel is two channels. Feed the one that works.”, with three numbered findings and one learning. — The answers on the first page, before any of the analysis.

Where you stand in the field: six headline numbers for the channel against the field and other publishers, and a bar chart of reach per follower. — Where you stand in the field: your channel against your market.

Ten learnings, what to make: five numbered learnings, each with the evidence and the slide it comes from. — Ten learnings, each pointing to the slide behind it.

The addendum: a table of the channel’s top 15 posts by shares, saves and comments per 1,000 views, with three post covers. — The addendum: your top 15 posts by engagement, linked.

How it works

01
Kick-off
We start with a call about what you need to get out of this: your questions, your platforms and the competitors that make up your market. Ideally, you bring your questions with you.
02
Analysis
We collect and analyse your posts and your market. There’s nothing for you to do in this phase.
03
Report
We interpret the analysis and write the report.
04
Walkthrough
We go through the findings with you or your team, and answer what comes up.

Usually four to six weeks from kick-off to walkthrough. Need it sooner? Ask us on the call.

Data basis

Public posts and metrics from your channel and the competitors we agree on at kick-off. For more depth, your exported analytics or an API connection, if you choose to share them.

Our approach to data

Is this for you?

A good fit if

Your numbers have gone flat or down, and you just don’t know why.

You post regularly.

You need a clear plan to take into your next quarter, or to your boss.

We recommend other services if

Your competitors are the real question: see Competitor Deep Dive.

You want a read every week, not a one-off deep dive: see Channel Watch.

Pairs with

Before

Not sure yet? Let’s have a chat.

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