The analysis of Instagram metrics is an essential starting point to truly understand how your followers behave on this network and what can be done to effectively reach them with your strategy.
As with any other social network, this evaluation leads to the interpretation of information, testing, and essential changes for brand evolution.
But before any analysis, it’s important to understand what these metrics tell us, right?
That’s why we have prepared this post especially to present the data Instagram offers in the app, which are also available in our report, and what they can tell about your strategy
Why track Instagram for Business metrics
For those working with digital marketing and social networks, the analysis of metrics is an important step to evaluate the performance of executed actions and to promote continuous improvements in results.
Aiming to facilitate access to information, Instagram, which is one of the main networking platforms between brands and consumers, developed the Instagram Insights.
This feature, which emerged in 2016, is able to collect the most relevant data on the performance of business accounts and helps to clarify ideas about what is working or not.
Thus, the metrics provided by this feature are essential for composing performance reports of profiles and for closely analyzing some important aspects for the enhancement of the strategy used on Instagram. They are:
- getting to know your followers better understanding who your target audience is and how they behave on the network
- tracking the reach of posts to focus on content that is more likely to reach the audience
- understanding how the audience relates to the brand and what improvements can be made to increase engagement levels in both the feed and stories.
If your account is not yet enabled to use this feature, just go to profile settings to turn it into a business profile connect it to your Facebook page and change contact and location information. Simple, isn’t it?
8 Instagram metrics to measure the success of your strategy
With a business account for your profile or your clients’, you can take advantage of Instagram metrics to analyze results and get new ideas on how to improve your strategy.
Below, we list eight extremely important metrics and what they reveal about your account’s performance. Check it out:
1 Number of followers
The number of followers is the metric that reveals the number of users who started or stopped following your profile during a specific period.
These data are extremely relevant to show whether the profile is truly developing according to your goals and to help analyze which strategies are crucial for achieving better results.
2 Profile views
The number of views is responsible for presenting the number of visits the profile received during the analyzed period and establish a comparison with previous periods.
With this metric, you can evaluate the strategies used to attract more views to the account and determine how these results can be improved.
It is important to remember that the frequency of posts makes all the difference in gaining more visits and being able to analyze these data more clearly.
After all, if you go a long time without publishing anything new, few users will know your profile and be interested in visiting it, right?
3 Reach
This is the metric that shows the number of unique profiles that viewed your posts during the analyzed period.
Like the number of followers, reach data are also excellent for evaluating the profile growth since they consider the total accounts reached and which posts perform better.
In the report from Reportei the posts with the best reach and engagement results are highlighted, facilitating analysis of the type of content that most impacts the audience and generates more interactions.
4 Impressions
Contrary to what happens in reach analysis, the number of impressions shows how many times your posts have been shown to people regardless of whether they are seeing it for the first time or the tenth time.
Exactly for this reason, this amount will always be greater than reach and is a good starting point to compare which content is reaching more people, that is, unique accounts, and which posts are being shown repeatedly to the same users.
5 Profile clicks
The profile clicks gather all the data regarding user interactions with the information you provided for them to get to know and contact the company.
Besides measuring the clicks that direct to the website this metric also shows how many people were interested in sending an email and obtaining the location or your phone number for example.
The good performance of these results depends largely on the business objectives and what types of interaction you prioritize for your followers.
But it is essential to emphasize that a good call-to-action CTA in the post always makes a difference when directing people to more direct contact with your company.
6 Audience characteristics
Knowing the age range, location data and gender of the followers who engage with your brand allows you to develop more effective content to reach your audience.
This information is also essential for better segmenting ads made for this network and adopting a language that is more aligned to your target audience.
It is worth remembering that to obtain better analyses and insights, it is also important to keep an eye on the times and days of the week when your followers are most active on the network.
After all, it is these data that help understand your audience’s behavior and boost the reach and engagement of your content.
7 Engagement
In the engagement metrics, we find all the data regarding how the audience engages with the brand.
The comments and the number of likes for example, indicate which posts generated greater interaction with users and how your followers perceive your content.
The success of your strategy can also be measured through the analysis of posts saved by followers. After all, if they clicked to save, it means the content was effective and there was an interest in reviewing this post later.
So why not take advantage of this insight to plan and produce more content focused on what your audience perceives as valuable to them?
8 Stories
Just like with feed posts, it is also possible to analyze the performance of stories using Instagram Insights metrics.
Besides the number of reach and impressions, stories also provide information on all types of interaction a person can have with the posts, such as taps to advance or rewind the responses sent by message and the exits of users who left their stories..
Once again, it is worth noting that these data are very relevant for those who want to make Instagram content more strategic and direct it to a more specific audience.
These insights also allow you to find a balance when planning content, avoiding an excessive accumulation of stories in a certain period or the lack thereof for a long time.
Instagram for Business Metrics in Reportei
To further facilitate your results analysis and communication with the client, the new customizable Reportei report now includes Instagram for Business metrics.!
That’s right, all these data provided by Instagram Insights can be found in our report, along with charts and comparisons that help evaluate profile performance over the selected period.
In addition, the new version of Reportei also allows you to select which metrics to use and customize the templates which can be saved and reused for one or more accounts.
Reports then become fully directed towards your clients’ objectives and the strategies you’ve defined for their social media. Much easier, isn’t it?
Now that you know Instagram for Business metrics and the customizable Reportei report, just access your account or sign up to test the new features.
