Instagram 101: Measuring Your Success
Now that you have created your Instagram campaign, you’ve ticked that off your list! Next, you’ll want to know how effective and successful your campaign is. Well, Instagram analytics tools can help you plan content and future campaigns and reach your social media goals. By using Instagram analytics, you get to learn more about your target audience; the tool breaks down follower demographics according to gender, age, location, and language. With this information, you can then create a presence that connects to your followers on Instagram.
Metrics of Monetisation
Now that you are aware of how beneficial utilising Instagram analytics can be, we move on to six metrics we use to track, monitor and analyse your efforts:
Comments Received: This metric tells you just how engaging your content is. The first metric most brands look at to measure engagement on Instagram is the number of likes on their photos. Likes are nice, but comments are an even stronger indicator of engagement as it requires more time to think out and write a comment than it does to simply ‘like’ a photo. Comments, whether positive or negative, are the result of a person feeling some type of emotion for your content, your brand or both. Earlier this year, Chelsea striker Diego Costa broke the Instagram record with the most comments on a single post. Besiktas supporters decided to comment “Come to Besiktas”. The post generated an incredible 1.7 million comments at the time of writing.
Most Engaged Hashtags: This metric tells you which hashtags you should use that you want your campaign aligned with as it maximises exposure of your post. Remember, hashtags on Instagram function like keywords for search engine optimisation. The hashtags with the most engagement are your keywords that bring in the most traffic. Learn what those are and you’ll have a lot more success. The top 10 hashtags of 2017 were as follows #love, #fashion, #photooftheday, #photography, #art, #beautiful, #travel, #happy, #nature and #picoftheday (Instagram-press).
Engagements per follower: This metric tells you your engagements relative to your audience size. The engagements per follower metric is perfect because it exhibits how many likes and comments your posts are getting per individual follower. This way, you don’t get wrapped up in comparing your company’s numbers with larger brands. It’s possible for smaller pages to get more engagements per follower than larger ones, even if overall, they have considerably less engagement to the eye. When this metric is increasing, it shows that your followers are resonating with your content and that your page is a priority for them since they’re liking and commenting on multiple posts. If this number is low or declining it means users are engaging with your content every once in a while, but are not checking your page frequently.
Followers Gained: This metric gives you a better understanding of the total reach of your posts and how well you are connecting with people. Ideally, the number of followers you have will grow over time as you build your brand. Whether it’s through shout-outs from influencers, word of mouth between friends or even paid ads, you want to grow your audience for social proof and to be able to reach more people. Furthermore, the real benefit of measuring your follower count is to know what your brand’s potential reach is for the content you’re publishing. Getting more followers gives you a better opportunity to get your content seen.
Referral Traffic: How much traffic your website receives from your Instagram content. So, what do you do if you want to promote a new piece of content and easily track the results? Use UTM parameters of course. UTM parameters are tags that you can add onto a URL to give Google Analytics more information about the link. Instagram allows you to have one clickable link in your profile section, your bio. Some brands like to use this link to promote special deals or new content. Adidas make nice use of this. Their bio is short and simple with a call to action link that takes the customer to their website.
Instagram Stories Metrics: How popular your Instagram Stories are and how many of your audience are engaged. The best way to track this metric is monitoring the number of people who send your brand a direct message from your Story. This year Lele Pons (internet sensation) had the most viewed story followed by footballer Neymar (Adweek).
So, these are the 6 best practice metrics to use when tracking how effective your campaigns are. They will provide a good indicator on the next steps for you to take as a business and how to effectively maximise your efforts into the right areas. The most efficient and relatively objective way to evaluate your Instagram campaign’s value is by measuring its engagement.
We would love to know how you get on with your Instagram Advertising efforts! If you need any further help, don’t hesitate to get in touch with us today – we’re always happy to help you find the right social media solution.