# Monthly Social Media Report Template **Prepared for:** [Client Brand Name] **Reporting period:** [1 to 30 November 2026] compared with [1 to 31 October 2026] **Channels covered:** [Instagram, Facebook, TikTok, LinkedIn, YouTube, X] **Prepared by:** [Agency Name / Account Lead] > **How to use this template:** Copy it into Google Docs, Notion or Word. Replace every [bracketed] field. Numbers shown as "Example" are illustrative placeholders for an anonymised account, not benchmarks. A spreadsheet version with built-in formulas is available at https://www.mycontentlab.ai/templates/mycontentlab-social-media-report-template.xlsx --- ## 1. Executive summary (write it last, put it first) *Three to five plain-English sentences for a busy founder or marketing director. Answer: what happened, why, what did not work, and what you will do next.* - **Headline result:** [Example: Organic reach rose 19% and link clicks rose 11% month over month, led by TikTok, where three how-to videos drove 690 new followers.] - **What drove it:** [Example: We moved two weekly Instagram carousels to short Reels with a stronger first line. Reels views rose 18% and saves rose 17%.] - **What did not work:** [Example: Facebook reach fell 7% and X engagement fell 9%. Both channels now get repurposed content only.] - **Paid social in one line:** [Example: £4,600 spend returned 178 conversions at a blended CPA of £25.84.] - **Top 3 priorities next month:** [1) ... 2) ... 3) ...] --- ## 2. Headline KPIs | KPI | This month | Last month | Change | % change | Why it moved | | :--- | :--- | :--- | :--- | :--- | :--- | | **Total followers (all channels)** | [00,000] | [00,000] | [+000] | [+0.0%] | [One line] | | **Net follower growth** | [0,000] | [0,000] | [+000] | [+0.0%] | [One line] | | **Reach (sum of platforms)** | [000,000] | [000,000] | [+00,000] | [+0.0%] | [One line] | | **Impressions / views** | [000,000] | [000,000] | [+00,000] | [+0.0%] | [One line] | | **Engagements** | [00,000] | [00,000] | [+0,000] | [+0.0%] | [One line] | | **Engagement rate by reach** | [0.0%] | [0.0%] | [+0.0 pts] | [+0.0%] | [One line] | | **Link clicks** | [0,000] | [0,000] | [+000] | [+0.0%] | [One line] | | **Paid social spend** | £[0,000] | £[0,000] | [+£000] | [+0.0%] | [One line] | | **Paid social conversions / CPA** | [000] / £[00.00] | [000] / £[00.00] | [+00] / [£0.00] | [+0.0%] | [One line] | *Engagement rate by reach = engagements ÷ reach. Use the same formula every month. Reach is summed across platforms, so people who saw you on two platforms count twice.* --- ## 3. Channel by channel *Repeat this block for each platform. Keep it short: four numbers, one insight, one action.* ### [Platform name, e.g. Instagram] | Metric | This month | Last month | % change | | :--- | :--- | :--- | :--- | | Followers (end of period) | [0,000] | [0,000] | [+0.0%] | | Reach / viewers | [00,000] | [00,000] | [+0.0%] | | Views / impressions | [00,000] | [00,000] | [+0.0%] | | Engagements (likes, comments, shares, saves) | [0,000] | [0,000] | [+0.0%] | | Engagement rate by reach | [0.0%] | [0.0%] | [+0.0 pts] | | Link clicks | [000] | [000] | [+0.0%] | | Saves / shares | [000] / [000] | [000] / [000] | [+0.0%] | - **What worked:** [Format, topic or hook that outperformed, with the number that proves it] - **What did not:** [What underperformed and your best explanation] - **Next month on this channel:** [One specific test or change] *Platform reminders: Meta now reports **Views** on Instagram and Facebook. LinkedIn's engagement rate includes clicks and is calculated per impression. TikTok data can take 1 to 2 days to settle. YouTube reports engaged views and "stayed to watch" for Shorts.* --- ## 4. Top posts this month | Rank | Platform | Date | Format | Hook / first line | Reach | Engagements | Eng. rate | Saves | Shares | Why it worked | | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | | 1 | [TikTok] | [DD/MM] | [Video] | ["Hook text"] | [00,000] | [0,000] | [0.0%] | [000] | [000] | [One line] | | 2 | [Instagram] | [DD/MM] | [Reel] | ["Hook text"] | [00,000] | [0,000] | [0.0%] | [000] | [000] | [One line] | | 3 | [LinkedIn] | [DD/MM] | [Document] | ["Hook text"] | [0,000] | [000] | [0.0%] | [n/a] | [00] | [One line] | *Rank by the KPI that matters to the client (saves, shares, link clicks or leads), not likes. Add a screenshot or link to each post.* --- ## 5. Audience - **Follower growth trend:** [e.g. steady, accelerating, flat; with the monthly figures] - **Who we reached:** [Top locations, age ranges, followers vs non-followers split] - **When they are active:** [Best days and times from native analytics] - **What changed:** [Any shift worth acting on] --- ## 6. Paid social | Platform | Campaign | Objective | Spend | Impressions | CPM | Clicks | CTR | Conversions | CPA | ROAS | | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | :--- | | [Meta] | [Campaign name] | [Sales] | £[0,000] | [000,000] | £[0.00] | [0,000] | [0.00%] | [00] | £[00.00] | [0.00x] | | [TikTok] | [Campaign name] | [Conversions] | £[0,000] | [000,000] | £[0.00] | [0,000] | [0.00%] | [00] | £[00.00] | [0.00x] | | **Total** | | | **£[0,000]** | **[000,000]** | **£[0.00]** | **[0,000]** | **[0.00%]** | **[000]** | **£[00.00]** | **[0.00x]** | *CPM = spend ÷ impressions × 1,000. CTR = clicks ÷ impressions. CPA = spend ÷ conversions. ROAS = conversion value ÷ spend. Check spend against the platform invoice before sending.* --- ## 7. Business impact - **Website sessions from social (GA4):** [0,000] ([+0.0%]) - **Leads or sales attributed to social:** [000] ([+0.0%]) - **Social share of total leads or revenue:** [00%] - **Note on attribution:** [Which attribution model or source you used] --- ## 8. Actions for next month | Priority | Channel | Action | Evidence from this report | KPI to watch | Owner | Due date | | :--- | :--- | :--- | :--- | :--- | :--- | :--- | | **1** | [TikTok + Paid] | [Put £400 behind the top how-to video as a Spark Ad] | [Top post: 720 shares] | [Paid CPA below £25] | [Name] | [DD/MM] | | **2** | [Instagram] | [Test 3 new Reel hooks using the checklist format] | [Checklist Reel had the most saves] | [Saves per Reel] | [Name] | [DD/MM] | | **3** | [LinkedIn] | [Add one document post a week] | [Link clicks up 14%] | [Link clicks] | [Name] | [DD/MM] | --- ## Pre-send checklist - [ ] Every platform uses the same date range, and the comparison period is stated - [ ] Engagement rate uses the same formula as last month - [ ] Paid spend matches the ad platform invoices in GBP - [ ] Every change above ±15% has a one-line explanation - [ ] Top posts are linked or screenshotted - [ ] There are three to five actions, each with an owner and a date --- *Template provided by MYCONTENTLAB (https://www.mycontentlab.ai). Connect Instagram, Facebook, TikTok, LinkedIn, YouTube and Meta Ads to generate this report as a branded PDF or client portal automatically: https://www.mycontentlab.ai/analytics*