Social Media Content Analyst

Overall Purpose of the Role

To turn social media and content performance data into clear, practical actions that improve reach, engagement, watch time, relevance and overall content effectiveness. The role goes beyond reporting by identifying what is working, why it is working and what the social and creative teams should do differently as a result. This role requires someone who is analytically strong, culturally curious and able to work independently at the pace of social media.

Key Responsibilities

• Monitor and analyse social media performance across relevant platforms on a daily, weekly and monthly basis.
• Build and maintain accurate dashboards and reporting views that are easy for marketing and creative teams to use.
• Analyse reach, impressions, engagement, watch time, retention, clicks, follower growth, conversions, sentiment and other relevant content metrics.
• Identify the trends, topics, formats, hooks, creative approaches, posting patterns and creators that drive performance.
• Translate data into specific recommendations for content, creative, social and influencer teams.
• Conduct content-level, campaign-level, platform-level and audience-level performance analysis.
• Benchmark competitors and identify relevant category, platform and cultural trends.
• Track organic, paid and influencer content performance where applicable.
• Develop testing frameworks and help assess creative and content experiments.
• Flag significant performance changes or underperformance quickly rather than waiting for monthly reporting cycles.
• Improve tagging, naming conventions, data quality and measurement consistency across social reporting.
• Prepare concise post-campaign and monthly insight summaries for stakeholders.

Experience Required

• 3-5 years of experience in social media analytics, digital analytics, content analytics, performance marketing analytics or a related discipline.
• Hands-on experience using native analytics tools across platforms such as Meta, TikTok, YouTube, LinkedIn or X.
• Experience with social listening, reporting or analytics tools such as Meltwater, Brandwatch, Data EQ, Sprout Social, Emplifi, Hootsuite, Looker Studio or Power BI would be advantageous.
• Experience in a social-first brand, digital agency, media agency or fast-paced consumer business is preferred.

Skills Required

• Strong understanding of social platform behaviour, content formats and audience signals.
• Strong dashboarding and reporting skills.
• Strong quantitative reasoning and data interpretation skills.
• Ability to turn data into concise, actionable recommendations.
• Good presentation and storytelling skills.
• Strong attention to detail and data accuracy.
• Ability to work with large data sets and multiple reporting sources.
• Strong Excel and/or Google Sheets capability.

Competencies Required

• Interest in culture, digital behaviour and emerging social trends.
• Analytical curiosity and strong problem-solving ability.
• High ownership and ability to work independently.
• Commercial and customer-focused thinking.
• Bias for action and speed in surfacing insights.
• Ability to challenge assumptions with evidence.
• Strong attention to detail.
• Collaborative working style.

Qualification/s Required

• Bachelor's degree or diploma in Marketing, Digital Marketing, Data Analytics, Business, Statistics, Communications or a related field.
• Certification in digital analytics, social media measurement, data visualisation or relevant platform analytics would be advantageous.
• Equivalent practical experience supported by a strong track record in social and content analytics may be considered.