Unfortunately, Instagram doesn’t have its own analytics platform to monitor your performance. But, the photo sharing platform has partnered with key social media analytics providers like Sprout Social that can access, pull and present all of your analytics data to you in a beautiful, meaningful way.
The top Instagram metrics to track will change from one company or person to the next, so you’ll really need to consider which metrics you want to analyze for your own business. These should be metrics that are important to your business and that roll-up into your general marketing strategies.
- Instagram Engagement Analytics: The number one metric you want to measure is social media engagement. Social media networks should be a place for you and your clients or potential customers to come together to engage with one another.
- Likes. Likes are how your customers and followers let you know they appreciate your content, and they’re the quickest way that Instagrammers can show their approval.
- Comments. Comments should be most companies’ bread and butter. Similar to a Like, this typically means that someone enjoys what you’re posting. They like your photos and videos so much that they want to start a conversation with you and your team. Be warned that sometimes you’ll receive a negative comment. Don’t sweat it too much; a negative comment is a great opportunity to turn someone who may have had a poor experience with your brand into a loyal customer.
- Engagements per Follower. Engagements are relative, and multi-million dollar brands are likely to receive more Likes and Comments than your corner mom and pop shop. But it’s also possible that your lovable mom and pop shops will receive more engagements per individual follower than their conglomerate counterparts. That’s why it’s important to look at the engagement per follower. The more often you can get an individual to engage with you, the better the chances they will respond positively to your brand when it comes time for them to make a purchasing decision.
- Engagements per Media. While your engagements per follower shows how active your Instagram community is, engagements per media give insights into which of your posts are garnering the most interaction. This is great in that it can shed some light into what types of media you should post more frequently, as you’ll want to keep creating content that gets a solid amount of engagements.
- Instagram Hashtag Analytics: Though hashtags have been stigmatized in recent years, they’re still very important for brands taking advantage of social media marketing. So it’s important to figure out which hashtags will help your brand gain an increase in visibility.
- Instagram Follower Analytics: Since the dawn of social media marketing, audience growth has been one of the most important metrics for marketers. Though the importance of audience size is dwindling as engagement becomes the number one metric for social, it’s still important to monitor your audience growth. A growing audience is a key indicator that your business is doing well both on and off social media.
- Instagram Content Analytics: In order to figure out what type of photos and videos resonate with your audience you need to dig into your content analytics. When you have a better idea of exactly what it is that customers are engaging with you can continue to create similar content to drive additional likes and comments.
- Top Posts. You’ll obviously want to know which of your Instagram posts perform the very best! Not only will this give you an idea of what to continue posting, but it should also make you feel proud to have created such great content.
- Photos Sent. If you find that your pictures resonate most with your audience you’ll want to monitor this number to make sure you’re posting steady content. If you’re not posting frequently enough you could be missing out on getting additional reach and brand engagement.
- Videos Sent. If it isn’t too difficult for you to create videos quickly, and you find out that they perform well with your audience, monitor this number to make sure that you’re creating enough video content to keep up with your fans. Instagram videos can be between three to 15 seconds long, so it shouldn’t take too much time to create videos quickly.
- Instagram Profile Analytics: As your business or personal brand begin to grow, you might find yourself having to manage multiple profiles across a number of different networks simultaneously, and constantly logging in and out of networks to analyze performance can be a huge time waste. That’s why it’s a great idea to find a tool that will show your Instagram analytics at a high-level by profile, then you can dig into the profiles you think need some work.
Use these analytics to improve your Instagram marketing. If you really want to be able to use this information to guide your strategy, ask yourself some tough questions:
- Which of my photos get comments?
- Which of my videos get comments?
- Are my followers really engaged?
- Which of my profiles are doing well?
The answers to questions like these will help you paint a picture of what’s working on Instagram, and will allow you to get out there and get even more love from your community.
The full article originally appeared on Sprout Social, a social media management tool created to help businesses grow their social media presence.
Top image via Style Traces