It's been a while since we hit you up with some tips on how to master the social platform we love to hate, but when it comes to growing your business on Instagram, learning how to understand the audience you have is the best place to start.
So what the hell is Instagram Insights and what should you be tracking and measuring? It’s easy to get overwhelmed when looking at analytics, but don't worry! We’re breaking down the best 6 Instagram metrics that will help you grow your account (and your business)! Fist things first? Be sure to set your account to Business and pull up those Insights up the top right hand corner, you're gonna need them!
1 Know who you're talking to
Since Instagram has made it hugely difficult for each post to engage with very single follower, your engagement rate is the first thing you wanna keep track of.
For any of those wondering, engagement rate is the percentage of engagement (likes and comments) that your Instagram posts get. Instagram doesn’t calculate your engagement rate for you automatically, but you can find your reach and total likes/comments/saves by going to your posts in the Instagram app and clicking “view insights” or inputting your username into a engagement calculator.
NOTE: Anything above 2% is actually considered pretty damn good so just keep that in mind!
2 Improve on your hashtags through Discovery Stalking
The Discovery section in your Instagram Insights is a goldmine when it comes to knowing where your audience came from and how they found your post.
To find the Discovery metrics for your posts, tap the ‘View Insights’ button under your image and swipe up.
Under Impressions, you can see the total number of view broken down by how the user found your post. The best Instagram metric to focus in on here is the ‘From hashtags’ area. This tells you if your hashtag strategy is working and if people are finding your post through the Explore page!
3 Droppin like flies - the Stories Edition
If your business is on Instagram, you should definitely be using Instagram Stories! Why? Because it’s the perfect platform to show off your brand’s personality, behind-the-scenes action and reach your audiences on a personal, not so filtered level.
If you’re a seasoned stories snapper, you’ll want to be paying attention to your metrics there too. From counting the number of people who have swiped past or tapped to the next Instagram account’s stories, and it can tell you a lot about your audience’s interest (or lack thereof) in your stories.
Having high 'Next Story' numbers in the middle or beginning of your Instagram Stories tells you that viewers aren't that engaged with your content. If you want to captivate your audience’s attention in your Instagram Stories, try experimenting with different types of content, such as adding Polls, Question Stickers or Apps like 8mm or Unfold.
4 Swipe up for your engagement
If you are lucky enough to have a swipe up function, this can be a great tool for finding out the brands and info that your followers are DYING to know. Remember, knowledge is power so as soon as you see a pattern emerging, CONNECT THOSE DOTS!
5 Utilise your IGTV
Think of IGTV your gateway platform to YouTube. Take your most viewed / liked stories and turn them into an engaged video for your channel. Go to insights, click stories and take a look through what has performed well and how you could could develop it into a series. The more viewers understand what they get from you, the more often they'll stay engaged.