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Instagram is one of the most powerful social media platforms. It’s a widely used medium for effective influencer marketing and it is still growing as a way for brands to connect with customers. Currently, Instagram is one the most popular platform offering shoppable posts to emphasize reel and video creation.
Instagram is also one of the platforms used for marketing strategy, and it is essential for professional individuals and digital agencies to know if their marketing strategy is working properly, and here is when analytics comes in. Instagram’s insights can provide you with valuable data so you can get more likes, earn more followers and raise your company’s profile online.
Below we will explore Instagram analytics and how to attract new customers and improve your engagement:
First, you need to have or create a business account to view your analytics. If you are a professional individual, you can also, switch your Personal account to Professional Account.
Metric Analytics on Instagram:
Through Instagram, you can track, monitor, and analyze your account and content. Also, you have the option to choose which of them matters the most for your business. Insights are available to view by date range, you just need to adjust these depending on the data you’re looking for.
There are three main insights you can view from the Overview menu:
Followers: This feature reveals the number of your followers and you can track whether you have gained or lost followers over time. Also, there is a section with ‘active times’ where you can see the specific time your followers are most active on Instagram.
Engagement: This section reveals the unique accounts that interacted and engaged with your content.
Reach: This section reveals the accounts that viewed your account at least once. Also, it includes demographic information on the account you’ve reached, such as countries, cities, age, ranges, and gender.
Also, Insights are available for reels, IG lives, videos, and posts including:
Ads: This section provides information if your post has been boosted as a part of paid advertising.
Content interactions: This section provides information on how people took action and how they engage with your content including comments, shares, saves, likes, and replies.
Plays: This section shows how many times your video has been played either by automatic play or through clicks.
How to use them:
Instagram analytics can help understand the performance of your posts and your account overall.
Also, is one of the best ways to identify failures and successes on your account. You need to review them carefully and get useful feedback that will help you improve your social media strategy.
Instagram Insights is a great way to see basic analytics about your account, your posts, and your followers. There are two main ways you can access analytics about your account: through Instagram’s native tool called Instagram Insights or through a third-party Instagram analytics tool. There are several tools available to make tracking and evaluating your Instagram analytics quicker and easier, tools as Hootsuite, Squarelovin, Sprout Social, and more.
Data you should track
It is essential to first identify, your overarching goal for the platform. What is the reason that you created your Instagram account? To drive more visitors to your website, to raise brand awareness? It is possible that you have varying goals for your account and not only a specific one. Identify what you’re looking for in order to use Instagram analytics to your advantage.
Below there are three main goals and how to track them:
- Build brand awareness
- Generate leads/sales
- Build a community
Build brand awareness
Instagram is the right platform to build your brand awareness and target a specific group audience.
Here are three main metrics you need to give attention to:
Reach: Reach tracks the number of views for your posts, stories, and account. Reach refers to unique accounts (not the same account viewing your Instagram post multiple times).
Follower count: A growth in followers corresponds to a growth in brand awareness. If you’re seeing an increase in new accounts following yours, then this is a sign that your brand is resonating on Instagram.
Extra tip: By running ads you can grow your partnering with relevant brands on joint campaigns, and hold contests where you encourage individuals to follow your account and like your post to enter.
Impressions: You need to get more people to see your posts and stories. Make sure that your stories, posts, and impression are growing.
Sales, sales, sales. Instagram gives you the option to use multiple strategies and drive your sales, either by targeting ads or posting special offers for followers.
Here are three metrics to track if you want to generate leads and sales:
Website clicks: Through this metric, you can track how many people proceeded with a purchase or fill out a form on your website. This can help you to figure out if your efforts of paid ads actually are paying off.
Call/email clicks: This metric is a great indicator that conversions are coming. An increase in these touchpoints is a sign in the right lead-converting direction.
Follower hours/days: To improve your Instagram strategy, pay attention to when your audience is more engaged with your posts. You can plan to run your ads when your audience members are most active, and in turn, increases engagement.
Build a community
It is very important to build a community, use visually engaging content to reach more people, and then continue to monitor responses and evaluate the below three main metrics to check if your content is interactive and attracts an audience.
Story Replies: Stories are a great tool to use if you’re trying to engage with followers and create a community. If your story viewers are interacting and replying to your stories this is a good sign that is working.
Comments: When users take the time to comment on your post and create conversations you need to respond and engage with them.
Engagement: To ensure that your goals are working make sure to track the engagement of your ads, posts, stories, and profile.
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