A closer look at the Instagram metrics that really matter and the best tools to track your performance.
Instagram is 1 billion-users strong, making it one of the most popular social media apps around today.
People love engaging with brands and a report by Make a Video Hub showed that Instagram receives 58 times more engagement per follower than social media powerhouse, Facebook, making it rife with opportunity for brands looking to reach an engaged audience.
It does, however, appear that Instagram tends to play a more top-level role in conversions though, creating awareness more than sales. It’s still important to know how your brand is performing though and whether it’s worthwhile to keep putting effort into marketing on Instagram.
Tracking your performance on Instagram is just as important as tracking your website or the performance of your email marketing campaigns, even though you will need to track it slightly differently.
Keeping an idea on certain Instagram metrics will help you grow your audience and become a more influential brand.
While Instagram’s built-in analytics tool is quite handy, if you want to gain deeper insights into your account’s performance, you may need a more robust tool. Fortunately, there are a number of great tools, free and paid, available today.
First, let’s look at the Instagram metrics you should be paying attention to.
While the below Instagram metrics do matter more than others, they won’t all necessarily be relevant to your business.
This metric speaks for itself – tracking how many people are following your account will allow you to track your growth and influence as a brand on Instagram.
Engagement rate refers to the percentage of your followers who are engaging with your posts and is calculated by dividing your total number of followers with the number of engagements you receive – this is usually in the form of likes and comments. Engagement rate matters because it’s not enough to post something on Instagram every day – you need to know how many people are actually engaging with your content too.
Knowing which of your posts are performing really well will give you an indication of the type of content that your followers want to see more of and the best times for you to post, both of which will generate further engagement. There are a few ways that you can measure your top posts, including number of likes and shares or impressions.
While impressions refer to the total number of times a post was seen, follower reach refers to the percentage of followers who actually see a post. The reason why this is important is, just because you post something, doesn’t mean every user will see it – Instagram’s algorithm decides what a follower will see. If your follower reach is low, you might need to look into other potential issues with your account.
If you’re using Instagram Stories, it’s important to track your results, particularly if you’re using polls or adding links to your stories. Knowing which stories are performing well will allow you to refine your content strategy going forward.
If video posts regularly feature in your content calendar, it’s important to track your video views. The more views a video gets, the more information you have about the content that followers are responding to. You may also find that your video content is actually more popular than your regular posts.
If you will be running ads on Instagram, tracking your click-through rates is a must for obvious reasons. Almost every advertising campaign will need to be refined and optimised and it’s better to do this sooner rather than later in an effort to spend your budget more wisely.
Now that Instagram users can follow hashtags, it’s important to understand which hashtags you should be using in conjunction with your content to attract more followers and generate more engagements.
Knowing where your followers are located is an important Instagram metric too as it will help you to shape your strategy. Discovering you have a large percentage of followers in a particular area will allow you to make your campaign targeting more specific. Don’t forget to look at age and gender data every now and then too.
Now that you know which metrics you’re looking for, here are a few tools that can be used in addition to Instagram Analytics.
When used correctly, Instagram can be a powerful marketing tool that can truly boost your website traffic, brand authority and hopefully, conversions too. Take the time to experiment with some of the above tools to find the ones that work for you and match your brand’s Instagram metric requirements.