Analytics and Insights: Measuring Your Instagram Marketing Impact
Instagram, a popular app for sharing videos and photos, has become a strong marketing tool. It supports many opportunities for business growth and brand engagement.
With over two billion[1] active users each month, people on Instagram spend an average of 53 minutes[2] browsing daily. This makes it an excellent platform for businesses. The platform generates 4x[3] more interactions compared to Facebook. Meanwhile, 62.2% of Instagram users[4] research and follow brands and platforms.
This means businesses have an excellent opportunity to connect with ideal customers, expand their reach, and boost revenue.
But it is not enough to make a profile and post content, hoping for the best. If you have a business or you create content, it's important to know and use Instagram analytics. This will help you make decisions based on data.
With analytics, you can improve your Instagram marketing and achieve your goals. But when it comes to digging into analytics and metrics, it might seem a bit overwhelming.
This article will discuss everything about Instagram analytics, including its importance and metrics. Explore how you can utilise these insights to refine your Instagram marketing strategy.
Instagram Analytics: Why Do They Matter for Instagram Marketing?
Instagram analytics refers to the collection of data and insights for your posts and account. These are accessible by tracking key metrics on the platform. For example, likes, impressions, views, engagement, etc.
By monitoring metrics, you can make informed decisions based on actionable insights. This will help to optimise performance for effective Instagram marketing.
Some of the more notable benefits of Instagram analytics are as follows:
1. Informs About the Content the Audience Prefers
No matter how great your content piece is, if your audience doesn't like it, they won't engage. With Instagram analytics, you can find out what content the audience prefers. This knowledge helps build a content strategy that resonates with your audience.
2. Measures Specific Campaign Performance
When running a campaign on Instagram, whether for a product launch or a holiday sale, you will want to know if your efforts yield results. Instagram analytics lets you see how your campaign is performing. With that, you can analyse whether your message requires adjusting or not.
3. Improves Target Audience Understanding
Instagram analytics breaks down metrics based on demographics. You can look at audience data based on age, location, gender, and language. The more detailed this data is, the better you can understand your audience. It even provides information about followers' purchasing behaviour and interests. With that understanding, you can tailor your content to enhance its reach within your target market.
4. Tracks Follower Growth
You will see a pattern related to followers when you watch Instagram Insights. The number of followers your brand acquires highlights the relevancy of your content. If the profile is losing followers, the content is no longer relevant to your audience. Weekly comparison of the follower growth helps to identify where the brand stands within the platform and your industry.
How to Measure Instagram Analytics? Key Metrics to Track
'Insights overview' is the homepage of Instagram analytics, as seen through your Instagram app. Here, you will see the metrics informing how you have fared on the platform. You will find several pieces of data on this page. In this section, we've outlined the main ones that will play a role in your digital marketing on Instagram.
1. Accounts Reached
Accounts reached is the number of unique users who have checked your content at least once. These include posts, reels, videos, stories, and promoted ads. This will host insights on:
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Reached audience: Highlights how many unique users have seen your content by categorising them into gender, age, country, city, and status.
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Content reach: Informs about what type of posts have reached more people.
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Impressions: Refers to the number of times your posts are seen. These include repeated views by the same people.
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Profile activity: Breaks down users' actions after seeing your profile. It sheds light on website taps, email button taps, call button taps, and others.
2. Accounts Engaged
'Accounts engaged' highlights the number of people interacting with your content. Let's see the sections on the page:
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Engaged audience: Shows how many unique users have commented, shared, liked, or saved your content.
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Content interactions: Reflects the number of times people have commented, shared, or liked your content. It then divides down this number on a post-per-basis.
3. Total Followers
The 'total followers' section lets you check the number of people who follow you. You can also look for unfollows, genders, top locations, and age ranges to understand your target audience better. Under this section, you will find:
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Growth: Total follower counts, covering follows and unfollows
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Top location: Most common places where your followers are from
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Age range: The most common ages of the followers
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Gender: Percentage of followers who are male and female
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Most active times: Informs you of the days and hours your followers are most active on Instagram. This enables you to determine the best times to post to engage the highest number of followers.
4. Content You Shared
This section offers an overview of the number of posts, reels, videos, live videos, stories, and promotions published. You can click on each content type to see stats for individual posts, including:
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Plays, comments, shares, likes, and saves
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Impressions
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Engagement from followers and non-followers
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Accounts reached
How to Leverage Instagram Analytics to Improve Marketing Strategies?
Solution providers like Growth Jockey believe that understanding and leveraging Instagram analytics is critical to creating a thriving Instagram presence. As they provide valuable insights into how your target audience engages with your content, they help inform Instagram's social media marketing strategy.
You can create more compelling content by analysing data about your audience demographics, content performance, and post-engagement. Instagram analytics also helps you learn about patterns in your audience's behaviour.
Here are a few ways to utilise Instagram analytics and metrics to improve performance.
1. Experiment with Posting Day and Time
If you wish to see your content perform well, it is essential to post when your audience is most active. However, there is no singular best time to post on Instagram. Your ideal time depends on your audience's habits and past content's performance.
Instagram analytics and insights inform about the same. You can find the days your followers are most active and the average times they scroll through their feeds. As such, you can adjust your content schedule to increase engagement.
You can also track the performance of individual posts with Instagram analytics. That helps to learn which type of content performs better at which time of the day or week. For instance, you can understand whether posting reels is a good idea on weekdays or weekends. With this, you can further adjust the content schedule to publish specific content when it will most likely engage.
2. Analyse and Adjust Content Based on Performance
Another way Instagram analytics helps is by providing relevant insights about your content. Metrics like impressions, likes, reach, and engagement show your top Instagram posts and stories. Once you've listed your top content, look for patterns or trends.
For instance, perhaps your user-generated posts receive more engagement. You can continue to post user-generated content from your community to maintain and increase this engagement.
By learning about successful posts, you can replicate that success in future content. Conversely, by identifying failures, you can adjust your content strategy to achieve good outcomes.
3. Experiment with Different Types of Posts
Find what works best with your audience by posting different types of content, including carousel posts, videos, and stills. Experiment with ideas, designs, colours, visuals, and content. You can learn how each post is performing with Instagram analytics. It will help determine which content type, design, and visual scheme has struck a chord with your target market.
With this, you can develop an effective Instagram marketing plan that connects with your target prospects and generates results for your company.
4. Drive More Relevant Traffic Towards Your Website
Instagram analytics informs about website taps – showcasing the number of times any links you've added to your business profile or posts are clicked. As such, if there are fewer clicks, you need to optimise your profile according to the industry standard. Further, you have to make it more appealing to the ideal audience. When you do that, you can drive more relevant traffic towards your website.
Final Words
You need to be knee-deep in your analytics and insights to enhance your Instagram marketing and secure better results. While there are several metrics to track – tackling all of them may not be necessary or fruitful.
Having a clear view of your Instagram marketing goals and the right metrics that will play a role in achieving them is often an effective approach. With that, you can make well-educated decisions about your content and achieve results.
While you have a couple of Instagram marketing tools at your assistance, Growth Jockey will help uncover valuable insights for your brand that you can translate into action and scale your presence. Contact the team today!
FAQs
What are the benefits of using Instagram Insights for assessing stories?
Instagram Insights lets you track story metrics like views, reach, impressions, and replies. It helps understand the content performance for the stories posted and how to improve them for brand engagement.
How can Instagram Analytics help personalise content?
Instagram Analytics enables brands to understand their target audience through demographic data. This assists marketers in personalising posts and ads to suit their audience’s interests.
How does Instagram Analytics save time and marketing efforts?
Brands can assess which campaigns are working and which need improvement through Instagram Analytics. This significantly lets them save time, resources, and effort.
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