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If your concern invests successful a societal media strategy, you expect to spot results. Yet, arsenic immoderate societal media marketer knows, reporting efficaciously connected those results isn’t ever arsenic casual arsenic it looks.
Below, we’ll research the apical societal media metrics you should beryllium tracking connected each societal transmission and wherever to find them. Use them to people your societal media goals much accurately truthful you tin way your advancement much effectively.
If you inquire anyone connected the thoroughfare what the largest societal media level is, likelihood are beardown they’d accidental Facebook. And they’d beryllium right!
According to Statista, Facebook had 2.93 cardinal users worldwide, arsenic of Q1 2022. Their idiosyncratic basal besides accounts for astir 69% of U.S. adults.
So it’s nary wonderment marketers astir the satellite emotion them.
To assistance you way your advancement and marque the astir of this monolithic platform, present are our apical Facebook KPIs.
Reach & Impressions
What it is: According to Facebook, “reach” is the fig of unsocial users who saw your contented connected their screens. This is the closest metric to “impressions” Facebook offers natively.
So what’s the difference? Technically, “impressions” notation to the fig of times your contented appears connected immoderate screen, adjacent if 1 idiosyncratic saw the contented galore times.
Why it’s important: The scope metric shows you however efficaciously you’re posting contented that gets seen by an audience. It tin archer you however large that assemblage is and assistance to contextualize different metrics.
For example, if you person an unusually debased fig of interactions connected a station with precise precocious reach, you mightiness request to revisit it.
Where you tin find it: You tin study connected your Facebook scope and impressions utilizing Semrush’s escaped Social Media Analytics tool.
First, link your Facebook illustration and travel the prompts arsenic the instrumentality guides you done setup. Then, navigate to the Social Media Analytics Engagement tab.
Here, you tin find (for a 28-day period):
- Impressions
- Reach
- Engagement rate
- Impressions by day
- Reach by day
- Engagement by days (detailed breakdown)
And more! Best of all, you tin entree each of this without leaving the Semrush interface.
Likes & Reactions
What it is: “Likes” are a signifier of engagement that let users to explicit their enactment for a leafage oregon a portion of content. “Reactions” are an expanded signifier of likes that let users to explicit their affectional reactions successful a much circumstantial way.
Why it’s important: Reactions and likes are societal impervious that your assemblage connects with your content. Facebook besides uses them arsenic a ranking signal, meaning much reactions could effect successful higher reach. Additionally, analyzing reactions successful item could assistance you recognize idiosyncratic sentiment astir your content.
Where to find it: Analyze your Facebook content’s likes and reactions successful Social Media Analytics.
First, navigate to the Engagement tab for an wide absorption number and to interruption down those reactions successful detail.
Here, you tin find retired precisely however your assemblage reacted to your content, including however galore radical took antagonistic actions specified arsenic unliking, reporting spam, oregon hiding your contented from their feed.
Want to larn much astir idiosyncratic sentiment? Check retired the Posts tab, wherever you tin find a elaborate breakdown of which posts (if any) your assemblage peculiarly disliked, truthful you tin modify your strategy and messaging accordingly.
Video Views
What it is: On Facebook, a “view” is erstwhile a video is played for astatine slightest 3 seconds. To play, it needs to beryllium 100% connected surface successful desktop mode and 50% connected surface connected mobile. Facebook offers 3 types of video presumption metrics:
- Three-second video views
- One-minute video views
- Minutes viewed
Why it’s important: If you’re creating video content, tracking views tin amusement you however well-received it is by the audience. A three-second view, successful astir cases, would bespeak that a idiosyncratic paused for your video, adjacent if they did not implicit it. A one-minute presumption shows that users remained engaged for a much important play of time.
Where to find it: Using Social Media Analytics, you tin find this information connected the Engagement tab, connected the aforesaid leafage arsenic your Impressions, Reach, and Reactions metrics. On this page, it’s referred to arsenic “Video clicks.”
Want it breached down by post? Check the Posts tab.
Convenient, right?
Link Clicks
What it is: On a emblematic Facebook station (i.e., not an ad), a nexus click refers to immoderate clip a idiosyncratic clicks an outer nexus successful your station to entree much content, specified arsenic a leafage connected your site.
For comparison, successful an ad, this is referred to arsenic an outbound click. For ads, “link clicks” support the idiosyncratic connected Facebook (for example, initiating a signifier to capable out, oregon different experience).
Why it’s important: In astir cases, the extremity of societal media is, ultimately, to thrust much customers to your site. Measuring nexus clicks shows you however palmy your efforts are. If your posts person fewer nexus clicks, archetypal see whether your posts are enticing enough. Then, see whether you’re linking to the close types of contented for your audience.
Where to find it: Social Media Analytics users tin find each post’s nexus clicks connected the Posts tab. Just scroll down to the “Published posts” conception and find it successful the 4th column.
You tin adjacent export it to a CSV for further investigation by clicking the fastener successful the apical close corner.
What it is: As a metric, “comments” notation to the magnitude of replies users person near nether your content. “Shares” notation to the fig of times users person sent it to others via nonstop messages oregon person shared to their ain feeds.
Why it’s important: Comments and shares are societal impervious that users link with your content. Because they necessitate much effort than a like, they could besides beryllium considered a much invaluable signifier of engagement. Additionally, analyzing comments tin archer you astir idiosyncratic sentiment regarding your contented and brand.
Where to find it: Semrush Social Media Analytics users volition find their comments and shares metric connected the Engagement tab, successful the “Engagement by days” section.
Want it breached down by post? Visit the Posts tab. Here, you tin look astatine your astir caller posts oregon benignant by comments oregon shares to find your astir palmy contented during that period.
YouTube
If you’re creating video contented astatine all, you’re astir apt posting it connected YouTube. Why? According to Statista, YouTube has a staggering 81% scope among U.S. adults arsenic of February 2021. Additionally:
- 694,000 hours are streamed connected YouTube each minute
- YouTube is liable for 11.2% of Google’s full advertisement revenue, astatine $28.84 billion
- 55% of marketers usage it
Here are our picks for the apical metrics to way connected YouTube.
Total Watch Time
What it is: Total ticker clip equals the magnitude of clip each viewers person spent watching your video, added together. For example, if 1,000 viewers each spent 2.5 minutes watching your video, the full ticker clip would beryllium 41 hours and 40 minutes. At the transmission level, this metric shows the full magnitude of clip viewers spent watching each of your content.
Why it’s important: Together with video views, full ticker clip helps you analyse the occurrence of your videos. You tin besides comparison full ticker clip for subscribers versus non-subscribers for much insights into your audience.
Where to find it: In YouTube’s Video oregon Channel Analytics, you tin find full ticker clip successful a fewer places:
- On the Overview tab
- In the Reach tab successful the “Impressions that led to ticker time” graphic (you whitethorn announcement a discrepancy successful this graphic, due to the fact that it’s updated little frequently)
Video Views
What it is: Google defines views arsenic “the fig of morganatic views for your transmission oregon videos.” In different words, views a idiosyncratic intentionally initiates (e.g., by searching oregon clicking a thumbnail). If the tract finds a video’s views to beryllium suspicious, they volition frost the fig portion they reappraisal it. This metric is measured successful hours.
Why it’s important: The video views metric tells you however enticing your video is to imaginable viewers. Factors that could interaction it see your video topic, title, and thumbnail design. As with ticker time, you tin presumption it astatine the transmission oregon video level and differentiate betwixt subscribers and non-subscribers. Additionally, unneurotic with ticker time, views tin assistance you amended recognize however engaged viewers are with a video.
Where it is: Whether you’re analyzing your ain show oregon benchmarking against a competitor, you tin analyse presumption number easy successful Semrush’s Social Media Tracker.
First, entree your YouTube relationship wrong the tool. Then prime “videos” for a elaborate breakdown of each published video’s performance.
Engagement
What it is: As connected different platforms, “engagement” means immoderate enactment with contented that goes beyond simply accessing it. On YouTube, that means likes, dislikes, views, and comments.
Why it’s important: In summation to being a signifier that your assemblage connects with your content, engagement is simply a ranking origin connected YouTube. So if you privation to extremity up successful somebody’s recommended feed, oregon adjacent connected the beforehand page, expanding your engagement could beryllium helpful.
Where to find it: YouTube’s autochthonal analytics level doesn’t connection a unified engagement metric. But Semrush’s Social Media Tracker does. Simply adhd your concern oregon a rival to the tool, and past sojourn the Engagement tab.
According to Statista, Instagram has 1.28 cardinal users astir the world. With that successful mind, there’s a beardown accidental you (or your brand) are 1 of them, particularly if your marque wants to link with young people:
- 31.7% of planetary net users betwixt the ages of 25 and 34 usage Instagram
- 22% of teens accidental it’s their favourite societal network
Here are our favourite KPIs to way connected Instagram.
Impressions
What it is: Impressions are the fig of times your contented was seen by logged-in users, adjacent if those users saw it aggregate times. In different words, this metric counts however often your contented really appears connected a screen.
Why it’s important: Like reach, the impressions metric shows you however effectual you are astatine getting eyes connected your content, and it provides important discourse to recognize different KPIs—e.g., debased engagement connected a station with precise precocious impressions, versus debased engagement connected a station that cipher saw.
Where to find it: If you’re a Semrush Social Media Analytics user, sojourn the Stories conception to spot however galore impressions your Instagram Stories earned, and spell to your Posts tab to analyse your impressions by post.
Reach
What it is: Reach is the estimated fig of unsocial logged-in users that saw a portion of your content. However, due to the fact that this metric counts users, not views, this fig is apt to beryllium little than impressions.
Why it’s important: Reach shows you however ample your assemblage really is, and it tells you however efficaciously you get your contented seen by that audience. Like impressions, it tin besides beryllium adjuvant successful contextualizing different important metrics, similar station engagement oregon follower count.
Where to find it: You tin find your Instagram scope successful a fewer antithetic places wrong Semrush’s Social Media Analytics. First, sojourn the “Profile interactions” conception to find retired however overmuch scope you person for each your contented together.
To analyse your scope by idiosyncratic communicative oregon post, sojourn the “Stories” and “Posts” sections respectively.
Video Plays
What it is: The fig of times your video oregon reel was played by an Instagram user. Because galore videos are abbreviated and loop automatically, this fig whitethorn beryllium higher than you expect based connected your reach. This metric is disposable for some in-feed videos and reels.
Why it’s important: Creating video contented requires a batch of clip and effort. Video plays amusement you however good that effort is paying off, due to the fact that it means users not lone saw your contented connected their provender but besides opened it to watch.
Where to find it: Navigate to the Posts tab wrong Social Media Analytics, and you’ll spot it successful the ninth column. Sort by video views to find your astir palmy video posts.
Post Interactions
What it is: Post interactions are the fig of likes, saves, comments, and shares your posts received, not counting immoderate deleted interactions. This metric does not see communicative and reel interactions. If you privation to see those, usage contented interactions instead.
Why it’s important: Unlike the erstwhile Instagram metrics, which absorption connected however often your contented was seen, station interactions amusement you however good your contented connected with the audience. Interactions tin besides assistance boost your impressions and reach.
Where to find it: To spot account-wide station interactions, unfastened Instagram’s autochthonal analytics page, Insights, and pat “accounts engaged.” Here, you tin find the fig of logged-in users who interacted with your content, your full contented interactions during the analyzed period, and your full station interactions during that period.
To spot station interactions information for a circumstantial portion of content, navigate to that post, prime “post insights,” and scroll down to the station interactions section.
TikTok
If you’re a consumer-facing concern targeting Gen Z and Millennials—especially young women—and you’re not connected TikTok yet, you’re astir apt reasoning astir it. On average, users walk implicit 19 hours connected TikTok each month. That’s a batch of clip for your assemblage to link with your brand.
Even beyond that demographic, TikTok is simply a fast-growing platform. According to Statista, TikTok:
- Is utilized by 57% of women astir the world
- Has 136.42 cardinal users successful the United States alone
- Increased first-time installs by 400% twelvemonth implicit twelvemonth betwixt 2017 and 2021
But however bash you measurement TikTok success? With these KPIs, of course.
Total Time Watched
What it is: Total clip watched is the cumulative magnitude of clip radical person spent watching your video. TikTok presently shows this accusation lone for idiosyncratic videos. As such, if you privation to find your mean full clip watched crossed your account, you’ll request to cod this accusation connected each of your videos.
Why it’s important: This metric is chiefly utile for benchmarking purposes. By tracking this metric regularly, you’ll beryllium capable to measure however palmy caller contented is compared to different videos you’ve posted successful the past, oregon nether definite hashtags. You tin besides usage full clip watched to supply discourse for different metrics specified arsenic views oregon engagements.
Where to find it: To find full clip watched, you’ll request to entree the browser mentation of TikTok Analytics, ideally connected a desktop. In Analytics, prime the Content conception and pat the video you privation to analyze. You’ll find your full and mean ticker clip for that station connected the video details screen.
Engagement
What it is: TikTok analytics doesn’t connection a azygous engagement metric. Instead, the Analytics Overview surface has an engagement tile that includes video views, illustration views, likes, comments, and shares during the analyzed period.
Why it’s important: Engagement tells you however efficaciously your contented connects with your audience. Additionally, the higher your engagement, the higher your scope is apt to be.
Where to find it: You tin find the engagement tile—which contains your account’s video and illustration views, likes, comments and shares—on the Overview leafage successful Analytics. You tin besides presumption engagement information for idiosyncratic videos by navigating to that contented and looking astatine the video details screen.
If you request a azygous engagement rate, you tin cipher it yourself the aforesaid mode you would connected different platforms, utilizing a look like:
((Likes + Comments + Shares) / Followers) * 100
Feel escaped to accommodate this look to see whichever engagement metrics you attraction astir about.
Video Views
What it is: Video views are the magnitude of times radical person played your video. Unlike different platforms, TikTok counts a presumption from the infinitesimal a video begins to play. This metric besides counts repetition plays, truthful if a idiosyncratic loops your video respective times, each loop volition beryllium counted arsenic a view. You tin presumption this metric astatine the relationship level (for each of your content) and astatine the video level.
Why it’s important: Because video views are counted from the infinitesimal they start, they’re fundamentally TikTok’s equivalent of an impression. Like impressions, video views archer you however efficaciously you’re putting contented successful beforehand of your audience.
Where it is: To spot your views astatine the relationship level, unfastened TikTok Analytics. You tin find your account’s video views successful the Engagement tile. To spot however galore views a azygous video earned, unfastened the video details.
Hashtag Performance
What it is: Typically, this refers to however galore viewers recovered your video via a definite hashtag. However, if you’re creating customized hashtags for your brand, you could besides look astatine the fig of videos posted nether that hashtag to analyse its show arsenic well.
Why it’s important: The hashtags you usage connected your videos tin importantly interaction your presumption number and engagement, truthful utilizing the close ones is crucial. By tracking your video’s show by hashtag, you tin marque much strategical choices and pull much viewers. (Additionally, if you’re trying to make a customized hashtag to assistance your assemblage link with your brand, it’s highly adjuvant to cognize however overmuch traction it’s earned.)
Where to find it: Your video’s show by hashtag tin beryllium recovered connected the video details surface nether “Video views by section.”
If you privation to spot the show of a hashtag successful and of itself, simply look up the hashtag connected TikTok. Its views volition beryllium displayed to the close of the hashtag.
If you’re an e-commerce concern who wants to summation marque consciousness and thrust conversion from societal media, Pinterest mightiness beryllium cleanable for you. This image-based societal media level is afloat of super-shareable content. According to Statista, Pinterest:
- Has 86.35 cardinal users successful the U.S.
- Earns 885.7 cardinal visits each month
- Grows its assemblage by 12.4% twelvemonth implicit year
If your marque uses Pinterest arsenic portion of your societal media strategy, way your advancement with these KPIs.
Impressions
What it is: Impressions are the magnitude of times your pins person appeared connected screen, careless of whether a idiosyncratic clicked the pin to unfastened it. Impressions tin beryllium viewed astatine the relationship level, looking astatine each enactment during the analyzed play (e.g., the past 30 days) oregon by pin.
Why it’s important: Impressions tin assistance exemplify however efficaciously you are putting contented successful beforehand of an audience; for example, utilizing keywords and hashtags that users gravitate toward. That said, due to the fact that this metric includes the times a idiosyncratic scrolled past without interacting, it’s not peculiarly utile connected its ain unless your impressions are precise low.
When viewed successful examination to pin clicks oregon different engagement, however, it tin archer you a batch astir however effectual your pin plan is astatine enticing viewers. In different words, if you person precocious impressions but debased clicks, it’s apt astir users are scrolling consecutive past you. In that case, revisit your contented and plan choices.
Where to find it: To spot the impressions for 1 pin, entree your relationship connected a desktop, navigate to that pin, and prime “see much stats.”
To spot your account-wide impressions, sojourn the Overview leafage wrong Pinterest Analytics. See your wide impressions successful the Pinterest enactment tile, followed by your show implicit time.
Engagement
What it is: Pinterest defines engagement asthe full fig of “saves, pin clicks, outbound clicks, carousel paper swipes, secondary originative (collections) clicks and Idea Pin forward/backward swipes.” In different words, engagement is immoderate clip idiosyncratic interacts with your pin alternatively of scrolling past it.
Why it’s important: While impressions amusement you however effectual you are astatine getting your contented successful beforehand of audiences, engagement shows you however enticing that contented is. Interesting, well-designed pins thrust pin clicks. Once a idiosyncratic clicks to unfastened your pin, they prosecute successful different ways (e.g., likes, saves, oregon outbound clicks) to amusement that they connected with it.
Where to find it: Your account-wide engagement tin beryllium recovered connected the Overview leafage successful Pinterest’s autochthonal Analytics. Here, you tin besides find your engaged assemblage metric, which tells you however galore radical successful your assemblage interacted with your content.
While the pin stats leafage for idiosyncratic pins does not presently see an engagement metric, you tin spot the comments, nexus clicks, saves, and different types of engagement.
Outbound Clicks
What it is: Outbound clicks are the magnitude of times a idiosyncratic clicked connected an outbound nexus successful your pin. For example, if you posted a photograph of your merchandise and linked to the merchandise leafage successful your online store, immoderate clip users clicked done to get to your website would beryllium considered an outbound click.
Why it’s important: Ultimately, the extremity of your business’s societal media strategy is to thrust much customers to your tract oregon your storefront. Outbound clicks measurement however efficaciously you’ve done that. Provided that you nexus to your ain content, the much clicks you earn, the much visits your tract receives—and the higher the imaginable to convert.
Where it is: To spot the outbound clicks earned by 1 pin, navigate to its pin stats page. To spot your outbound click show astatine the relationship level, sojourn the Analytics Overview page. Then, nether “performance implicit time,” prime “outbound clicks.”
Twitter offers brands an accidental not conscionable to link with their assemblage but besides to enactment successful larger conversations. As such, done well, it tin beryllium a invaluable instrumentality to physique marque consciousness and stronger relationships with your customers.
According to Statista, successful 2021, Twitter had:
- 178 cardinal monetizable regular progressive users (mDAU)
- 429.79 cardinal users astir the satellite (38.5% of which autumn successful the 25-34 property bracket)
If your marque relies connected Twitter arsenic portion of its societal strategy, see tracking these KPIs.
Impressions
What it is: Impressions are the fig of times your tweet appeared connected screen, specified arsenic via a user’s timeline oregon nether a hashtag. It’s disposable some astatine the relationship level (for the show of each of your tweets) and for idiosyncratic tweets.
Why it’s important: Impressions archer you however galore radical really spot your tweets, adjacent if they don’t interact straight with them. This is particularly important considering that galore users bash not spot their timeline chronologically.
Where it is: To spot however galore impressions 1 tweet earned, navigate to that tweet and prime “view stats.”
To spot however galore impressions each of your contented has earned, navigate to Twitter Analytics. Here, you tin spot each the tweet impressions earned during the past 28 days, the magnitude of impressions earned during the existent month, and information from erstwhile months.
Engagement
What it is: Engagement is the magnitude of times radical person retweeted, quoted, replied, liked, oregon clicked wrong your tweet.
Why it’s important: Engagement not lone tells you however effectual your contented was; it besides increases the likelihood that your contented volition beryllium seen by much people. For example, likes and replies volition typically amusement up connected that user’s timeline, bringing much eyes to your brand.
Where to find it: Analyze your content’s engagement (or your competition’s) with Semrush’s Social Media Tracker.
First, determination to the Tweets conception to find the fig and complaint of engagement for each post.
Then determination to the Engagement conception to spot your wide trends, including the types of engagement you person most, and however that metric has grown implicit time.
Link Clicks
What it is: Twitter considers a nexus click to beryllium immoderate click connected a URL oregon a paper wrong a tweet.
Why it’s important: If you’re utilizing Twitter to beforehand your website’s content, products, oregon services, you’ll request to cognize whether your tweets are doing truthful effectively. Link clicks archer you that your tweet successfully convinced idiosyncratic to sojourn your tract oregon presumption the contented you wanted to promote.
Where to find it: For idiosyncratic tweets that incorporate a link, the nexus clicks metric tin beryllium recovered connected the Tweet Activity leafage for that tweet. Find this leafage by navigating to the station successful question and clicking “view stats.” This metric volition not beryllium disposable if determination is nary nexus present.
You tin besides find monthly, account-wide nexus clicks information connected the Tweet Activity leafage successful Twitter Analytics, beneath Engagements.
Profile Visits
What it is: As the sanction suggests, illustration visits correspond the fig of radical who visited your illustration either from a tweet oregon done different way, specified arsenic a search.
Why it’s important: As you physique your societal media presence, increasing your follower number is crucial. While illustration visits bash not needfully equate to followers, they’re an denotation that radical were funny capable to larn much astir you.
Where it is: To find retired however galore radical visited your illustration from 1 tweet, prime “view stats” to spot that tweet’s activity.
To find retired your account’s wide illustration visits performance, sojourn the Overview leafage successful Twitter Analytics. You tin find this accusation successful the 28-day summary and successful each month.
For marketers—especially B2B marketers—it’s astir a fixed that you’re connected LinkedIn. According to Statista, LinkedIn has 58.5 millions users successful the United States, and 22% of them sojourn the tract daily.
But however bash you cognize if you’re connecting efficaciously with that audience? Try analyzing your show with these KPIs.
Impressions & Unique Impressions
What it is: LinkedIn offers 2 impressions metrics—impressions and unsocial impressions. Impressions are the fig of times astatine slightest 50% of your station was disposable connected surface for a logged-in idiosyncratic for astatine slightest 300 milliseconds.
Unique impressions are the fig of times your station was disposable (using the aforesaid standards) for unsocial users. This is akin to facebook’s “reach” metric.
Why it’s important: Together, impressions and unsocial impressions overgarment a representation of the size of your assemblage and however disposable your contented is to them. If the ratio is unusually precocious oregon low, this could beryllium a motion to look much intimately astatine your different KPIs.
Where to find it: You tin find some your page’s impressions and unsocial impressions successful 2 places successful LinkedIn’s autochthonal Update Analytics.
First, if you navigate to Update Metrics, you tin find content information implicit clip for each of your contented during the analyzed period. To spot information astir an idiosyncratic post, navigate to Update Engagements.
Engagements
What it is: While LinkedIn’s autochthonal analytics doesn’t person a metric that counts engagements, they bash person an full Update Engagements section. This includes accusation similar video views, clicks, reactions, comments, shares, and more.
Why it’s important: Engagement shows that your users link with your contented capable to interact with it. What’s more, the benignant and contented of that engagement tin archer you much astir your audience’s feelings and opinions astir your marque and different important issues.
Where it is: You tin find engagement accusation successful Update Analytics, successful the Update Engagements section. This is breached retired by idiosyncratic posts, truthful you tin rapidly spot trends and place which posts did and did not execute well.
Engagement Rate
What it is: LinkedIn uses the pursuing look to cipher engagement rate:
(Number of interactions + Number of clicks + Number of followers acquired) / Number of impressions
Why it’s important: Engagement complaint tells you the percent of impressions that effect successful engagement with your post. The higher your engagement rate, the much palmy your station is apt to be.
Where to find it: You tin find your wide engagement complaint successful your page’s Update Metrics. To presumption your engagement complaint for a azygous post, spot Update Engagements.
Social media selling is harder than it looks. Going successful blind—without close information to usher your path—is a hazard you astir apt don’t privation to take. Luckily, you don’t person to.
While astir societal channels bash connection autochthonal analytics options, the information is, you astir apt person capable tabs unfastened connected your browser without having to log into each azygous societal media relationship you have.
That’s wherever Semrush comes in. Our wholly escaped societal media absorption suite gathers each the information you request into 1 convenient place, truthful you tin analyse your show and competition, acceptable your societal media goals, and docket your posts—all without missing a beat.
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