Instagram has a huge user base and 80 percent of these Instagram users follow a business page. These figures show that Instagram when leveraged optimally, can help you gain engagement and eventually get conversions. In order to make the most of this social media platform, you must understand what all factors determine your level of success.
As a business, you want to perform well on Instagram and gain followers, evoke interactions and gradually facilitate the on-boarding of new customers. Tracking Instagram metrics and optimizing your content can make your Instagram game stronger and help you to achieve your goals.
Instagram metrics are the parameters by which you can measure your performance on the platform and use the derived insights to improve your performance further.
When it comes to your Instagram strategy, there is a lot you can learn from niche Influencers. Boasting of huge follower bases, and steady engagement rates, you can take cues from Influencers’ strategies on how to make the most of the Instagram metrics.
Here is a list of Instagram metrics that you need to track and optimize along with a few secrets from Instagram influencers:
The Engagement metrics
The most important metrics for businesses are engagement metrics. The main engagement metrics we will be looking at are the likes, comments, shares, replies on your Instagram posts.
The no. of likes on your posts show whether your content is gaining traction and drawing users to take action. Monitor your Instagram posts to find out which posts received more likes and build your content strategies accordingly.
The comment activity on your content determines how well the audience receives your content. If the audience shares their views or ask questions or puts feedback on your content with comments, it means that the audience connects with your content and is compelled to interact.
If users and followers are responding to your content with likes, good. But if the number of comments that you are getting is also increasing, then it’s an even better sign.
If a user is putting an effort to think and write a comment on your post (s), it is a good indicator of the fact that your content is gaining engagement among the audience.
The total number of shares for your content also represent your engagement metrics on Instagram. When your content is worth sharing on any platform, it is an indication of the fact that people are interacting with it.
You can measure your engagement metrics at post-level, as well as on an overall basis. This is why measuring the Instagram engagement metrics of your account would look into the total likes,comments and shares on all your posts as against the number of your followers. The greater the percentage, the better your engagement.
Engagement per post is the number of likes, shares and comments that you receive on a particular post. It is a good indicator of how well a particular post did for your audience. The more engaged your audience is, the better are the chances of on-boarding new customers.
After tracking the engagement per post and engagement by your account, you can arrive at a conclusion about what kind of response you are eliciting among the users.
How to make the best use of the Instagram engagement metrics?
To optimize these Instagram metrics for business, keep a close watch on the kind of content that receives the most engagement in terms of comments and likes. Try to create content along the lines of such posts.
Adding interactive copies for your Instagram posts can ensure more comments. Ask questions, take opinions, feedbacks etc. so as to initiate conversations with users.
Find the right time to post your content. So that you ensure your posts are visible depending on the time when most of your followers are active.
Use geotagging to increase the chances of being discovered. The greater the chances of being discovered, the greater the scope for engagement.
A secret behind the game going strong for influencers on Instagram is their constant efforts at interacting with followers. This involves replying individually to all followers, whether it is in response to compliments, a query, or even acknowledgment of audience feedback. This tip can make you go a long way in bringing customers on board.
Constantly keep an eye on your engagement levels by employing a social media tool such as Unbox Social.
Instagram influencer Amanda K. Waltman shares that polls, linking, tagging, location etc. can be helpful in driving engagement.
According to another tip by influencers, videos tend to draw more attention than pictures. So you may want to pivot your strategies according to what draws more engagement and attention.
Discovery metrics are Instagram metrics that estimate how many people are seeing your content, as also from where they are getting to see the content.
The main Instagram metrics included under the Discovery metrics are- reach, mentions and impressions.
Impressions account for the total number of times all users saw your posts on the platform. This can direct you to the kind of content you should be investing in. Content from posts that receive more impressions can be used or can influence your overall content strategy.
Discovery metrics are important Instagram metrics for business to generate more followers as well as engagement. Getting more followers increases the chances of engagement.
Use provides information about followers, including gender, location and age along these metrics to make your job even more convenient. With Instagram Insights, you can track the reach and impressions of your content along various demographics.
Reach is the number of times your posts were seen by individual accounts. This metric can be helpful in understanding the size of your audience and implementing it to your social media strategy.
Mentions, as the term suggests, is the number of times your audiences have conversations around your brand. It also takes into account any conversations around keywords and hashtags related to your brand.
Mentions are an important Instagram metric you can’t afford to overlook. These metrics provide you with an insight into the overall audience sentiment towards your brand.
How to make the best use of the Instagram discovery metrics?
Use geotags for all your posts so that every time a user looks up a particular location, your content also appears and gets discovered.
Hashtag management and optimization is essential to keep your game going strong. Hashtags can be another way of getting discovered. The more you use relevant hashtags on Instagram, the easier it is for you to be discovered and gain outreach.
Using a social listening tool to monitor branded hashtags, and keywords can help you go a long way towards capturing audience sentiment. You can then build effective social strategies to improve the overall experience for your audience.
Make your content so interesting and riveting, that people are compelled to share it with fellow Instagrammers. They do usually do this through DMs and even through screenshots of your posts.
Get a social media tool to measure the reach and engagement for your brand.
Many Instagram Influencers insist on using and updating hashtags to keep up with your insta game.
Many Instagram influencers and top bloggers create their own branded hashtags. For instance, famous baking blogger, @Sallysbakeblog uses her own branded hashtag- #sallysbakingaddiction, to prompt her followers to follow her recipes and share pictures of what they created.
By following this strategy, you can get more people to share posts with your hashtags, thereby increasing your outreach and impressions.
There can be many creative ways to share content through Instagram Stories- videos, live videos, photos, slow-motion type videos, boomerangs etc.
These stories lapse following the 24-hour period unless you share them as ‘highlights’ on your profile. You can also add the swipe up feature as a call to action, leading followers to your website.
To track Instagram stories’ metrics, track the reach and impressions on your stories. Track the forward taps which indicate that a user tapped to skip to the next story and the backward taps to check out the previous part of your story. Find out the total number of messages on your story as well as the number of swipe away and exits.
Instagram stories appear at the top of the feed and you wouldn’t want to miss the opportunity of using this feature to gain more customers.
How to make the best use of the Instagram stories’ metrics?
One way by which you can optimize this Instagram metric is by tracking the Instagram metrics of reach and impressions for every story. Similarly, you should also look at content from stories which got backward taps. Use a social media analytics tool to get insights on your Instagram stories’ metrics.
If you have a follower base of more than 10 K, you can use the swipe up feature to lead Instagram users to your website and to your products or specific pages you want your users to head to.
You can optimize the Instagram stories’ by curating sets of your stories as ‘highlights’ on your Instagram profile.
Add product reviews, collaborate with influencers, conduct live Q&As, other forms of live streams, ask for feedback. Track the various stories metrics and use these to direct content strategy decisions.
Influencers like Amanda K. Waltman of The Brilliant Balance insists on how important it is to use stories to continuously keep engaging your audience. She suggests sharing snippets of personal life through stories to connect with followers. You can learn from this tip and start sharing stories with inside peeks and behind the scenes of your organization.
Many influencers collaborate with brands to take over their Instagram stories for a day or a few hours. They can also conduct live streams on other brands’ stories. Again, this is a win-win situation for both the influencer and the brand. You can use this strategy to enhance your brand’s PR.
Winding It Up
Tracking Instagram metrics is essential to track performance and keep up with your competitors. With the tips and influencer secrets that we have covered in this blog, you can also learn to optimize your Instagram metrics. Once you have these covered, all you have to do is wait for the numbers to start going up!
To put it into perspective, you need to focus on three main types of Instagram metrics-
- Engagement metrics to measure how interactive is your Instagram content
- Discovery metrics to know if your content is getting seen by your audience or not
- Instagram stories’ metrics to get insights on how your stories are faring on the platform