Social Media Report Template for Clients: What to Include Every Month

Your client wants to know whether the month worked and what happens next. The template below answers both for Instagram, LinkedIn and TikTok.

The monthly social media report template

Copy it into a doc or a slide deck and fill in one section at a time. The example sentences use a fictional client and made-up numbers.

Header: client, month (for example, November 1 to 30), networks covered, prepared by, delivery date.

1. Summary of the month

• What goes in: three sentences. The biggest result, the biggest problem, and the main change for next month.
• Example: "Instagram views grew 22% over October, led by two carousels about pricing. LinkedIn clicks fell after we published three posts instead of six. In December, we return to two LinkedIn posts a week and test one Reel per week."
• Where it comes from: sections 2 to 8 of this report. Write it last.

2. This month vs. last month, by network

One table per network. Never add Instagram views to LinkedIn impressions: each platform counts in its own way.

Network	Metrics	This month	Last month	Change
Instagram	Views, reach, total interactions, saves, shares, follows
LinkedIn	Impressions, members reached, clicks, engagement rate, video views, new followers
TikTok	Post views, profile views, likes, comments, shares, followers

• Example: "LinkedIn impressions: 18,400, down from 21,000 in October (-12%), with half as many posts."
• Where it comes from: Insights in the Instagram app, the analytics of the LinkedIn Page, and Analytics in TikTok Studio. The same screens feed sections 4 and 5.

3. Top posts and what they have in common

• What goes in: the top three posts per network, ranked by the metric tied to the client's goal (reach for awareness, saves or clicks for consideration). Add a thumbnail and the number.
• Example: "All three top Instagram posts were carousels that answered a pricing question in the first slide."
• Where it comes from: the content or posts view in each app, sorted by that metric.

4. Formats

• What goes in: each format posted (carousel, Reel, single image, story, LinkedIn document, text post, video), how many of each, and the average result per post.
• Example: "Carousels averaged twice the saves of single images. We posted four stories and will keep them for announcements only."

5. Audience and followers

• What goes in: followers at the end of the month, net change, and any shift in who follows (city, age, role on LinkedIn) if the app shows it.
• Example: "Instagram added 310 followers and lost 95. LinkedIn grew most among operations managers, the client's buyers."

6. Goals and progress

Goal	Target	This month	Status
Example: LinkedIn clicks to the site	400 per month	310	Behind

• Example: "Clicks reached 78% of target. Two posts with a link in the first comment drove most of them."

7. What we published vs. the plan

• What goes in: posts planned, posts published, posts dropped or moved, and why. If approvals slowed the calendar, say so. A client approval link that needs no account shortens that step.
• Example: "We planned 16 posts and published 13. Three waited on product photos and moved to December."

8. Next steps

• What goes in: up to three actions, each with an owner and a date.
• Example: "Test one Reel per week (agency, from December 2). Send product photos for the holiday posts (client, by December 5)."

The metrics, as each platform defines them

Use each platform's own definition, so you can point to the source when the client asks. To choose which metrics to track at all, see our guide to social media analytics.

Instagram

• Views. On November 14, 2024, Meta announced that Views replaces impressions and plays on Facebook and Instagram. For photos, Stories and text posts, Views counts every time the content appears on screen, repeat views included; for Reels and videos, Views is the old plays count. Reach, comments and shares did not change (Meta, 2024).
• The API dropped impressions. Account impressions was deprecated for all versions on April 21, 2025, and media impressions does not exist for posts created after July 2, 2024 (Meta for Developers, Account Insights, 2026; Media Insights, 2026). If an organic report still shows Instagram impressions, it is using a metric Meta no longer reports for new content.
• Reach. "The number of unique accounts that have seen your content, at least once, including in ads" (account metric, Meta for Developers, 2026).
• Total interactions. For a post: likes, saves, comments and shares, minus unlikes, unsaves and deleted comments (Media Insights, 2026).

LinkedIn

From LinkedIn Help, Content analytics for your LinkedIn Page (2026):

• Impressions. A post counts as seen when at least 50% of it stays on screen for 300 milliseconds or more, or when someone clicks it.
• Members reached. The number of distinct members and pages that saw the post. In the Marketing API, the closest field is uniqueImpressionsCount; the Page analytics your client sees use Members reached.
• Engagement rate. Interactions divided by impressions, where interactions are clicks, reactions, comments and shares. The Marketing API uses the same formula and counts organic activity only (LinkedIn Marketing API, Share Statistics, 2026).
• Video views. A view counts after more than 2 seconds of watching.

TikTok

The Overview in TikTok Studio shows post views, profile views, likes, comments, shares and estimated rewards (TikTok Creator Academy, 2026). TikTok's analytics guide in Creator Academy gives no formal definition of post views or profile views, so label them in the report exactly as the app does and avoid comparing them with Instagram Views.

How much history each platform keeps

Platform	Where	How far back
Instagram	Insights in the app	90 days (Instagram Help Center, 2026); longer only with a paid Meta One Advanced, Expert or Max plan (Meta Help, 2026)
Instagram	API, post metrics	Up to 2 years; story metrics only 24 hours (Media Insights, 2026)
LinkedIn	Marketing API, post and follower statistics	Last 12 months, rolling (Share Statistics, 2026; Follower Statistics, 2026)
TikTok	TikTok Studio app	Up to 365 days (Creator Academy, 2026)
TikTok	Web Business Suite	Last 7, 28 or 60 days, or a custom range (TikTok Business Help, 2026)

If you skip a month and look back in May, January is already outside the Instagram app's 90 days. Record the numbers in the report when you close each month, and keep every report in one folder per client.

How to write the analysis

Write each finding in three parts:

1. What changed. "Instagram reach fell 15%."
2. Why, as far as you can tell. "We posted six Reels in October and two in November, and Reels brought most of the new accounts."
3. What you will do. "Back to one Reel a week in December, and we will compare reach again in the January report."

Show the base behind every rate. A LinkedIn engagement rate of 9% on 600 impressions and one of 3% on 20,000 impressions describe very different months (both hypothetical). Put the count next to the rate: "engagement rate 3.1% (620 interactions on 20,000 impressions)".

One more rule: name what you do not know. If a post went viral through a share you cannot trace, say that, and do not invent a cause.

The year-end report

The year-end report is the twelve monthly reports put together. Open a sheet with one row per month and one column per metric from section 2, per network. Fill it from the reports, not from the apps.

Then add four short blocks: the best post of each network, goals met and missed, the formats that won, and three priorities for next year.

How Zynta Flow builds this report

Zynta Flow generates the report per brand, for a month, a custom period, or two periods side by side. It offers the last six closed months. Each report costs 25 credits, and a period with no posts costs nothing.

The report covers most of the template above, and you can switch each section on or off and reorder it per brand: summary, Instagram, LinkedIn, calendar (plan vs. published, off by default), analysis, highlights and next steps. The Instagram section adds formats, engagement mix and audience; the LinkedIn section shows metrics and top posts for what you published through Zynta Flow. Every network keeps its own section, compared with its own previous period.

To deliver it, copy the public link and send it to the client. The link opens without a login, and you can turn it off or replace it at any time. To send a file, use Save as PDF from the browser's print dialog. An optional automatic report runs on the 1st of each month and covers the previous month. It is off by default and skips months with no posts or no credit balance, without charging.

You can import up to 90 days of history per connected account for 20 credits. The guide to insights, goals and client reports shows the whole flow, and agencies with several clients can look at the Zynta Flow agency program.

Frequently asked questions

What should a monthly social media report include?

A three-sentence summary, this month against last month for each network, top posts, results by format, audience and followers, progress on goals, what was published against the plan, and next steps.

Should I still report impressions for Instagram?

No. On November 14, 2024, Meta announced that Views replaces impressions on Instagram and Facebook, and the API stopped returning account impressions on April 21, 2025. Report Views and reach for organic Instagram.

How far back can I see Instagram Insights?

The Instagram app shows Insights for the last 90 days. Going further back requires a paid Meta One Advanced, Expert or Max plan. Save your numbers in the monthly report so the history stays with you.

How does LinkedIn calculate engagement rate?

LinkedIn divides interactions by impressions. Interactions are clicks, reactions, comments and shares. Use this formula for LinkedIn Page posts so your number follows LinkedIn's own definition.

Can I combine Instagram, LinkedIn and TikTok numbers in one total?

No. Each platform counts views and impressions with its own rules, so a combined total mixes different things.

How do I build a year-end social media report?

Put the twelve monthly reports into one sheet, one row per month and one column per metric per network. Add the best post of each network, goals met and missed, winning formats and three priorities for the new year.