But, analytics can be confusing. Knowing which metrics are the most useful is one thing, actually working the results of your Instagram analytics into a clear-cut strategy is another. In this guide, we walk you through the essential Instagram analytics you should consider, with examples from our newly released analytics suite – we’ll also show you how to discover the specific hashtags you performed well or ranked on. Taking each point into consideration, you should be able to develop a better idea of what works, and what doesn’t, giving you a personalized, data-driven Instagram marketing strategy.
#2 Get a general overview of your page performance 🎤
There are a lot of metrics that can provide you with an analysis of how your page is performing overall. Looking at a general overview of your profile at a certain point in time, is a good indicator as to whether your recent posts are working (or aren’t), what your followers respond best to, and whether a new theme or style you are trying out is working for you.
The Overview section of the Analytics Suite allows you to keep on top of key metrics, making it easier for you to get a quick performance overview, every time you post. Instagram’s in-app analytics can be tricky when it comes to providing an overview of your account health, so you can regularly and simply check this section to understand where you can make improvements.
✔️ The top indicators that will provide you with an overview of how well your Instagram is performing:
Follower change: Whether you gained or lost followers, you can compare your performance over a specific time period to analyze why you may have seen peaks or troughs. It’s likely that your audience will unfollow if they feel your content no longer resonates with them, and follow if they feel your content is interesting. Try and see which time periods have provided you with the most change after you sign up, and analyze why this might be – could it be a post that ranked highly on a hashtag that increased your reach, or could it be a time period that you weren’t posting that made you see a dip in followers? Consider this and implement the positive and negative learnings into your strategy.
People reached: The people you have actually reached over a certain period of time is also important in showing whether your followers (or new audiences) are actually seeing your posts. Compare one time period to another to see if your reach is consistent or growing, as this can be a great indicator of the visibility of your page.
Reach vs. Impressions: Whilst your reach shows the number of unique people your page was shown to, impressions demonstrates how many people saw your posts overall (including repeat visitors). Comparing the two can be useful as it can help you determine whether your posts are being shown to new audiences.
Profile activity: Finally, consider your overall profile activity. This includes profile views, website clicks and email clicks. Here, you can see whether people are actually visiting your page after seeing a post, or just giving it a like and scrolling onwards. If you’d like more people to visit your page, consider including more CTAs in the posts you do to try and draw users in to your actual profile.
#3 Analyze your audience 📈
Finally, you should consider metrics that tell you a little bit about who exactly is following your account (and therefore contributing to any Instagram engagement you might get). You can start to draw up a profile of your average follower by looking at age and gender, top countries, cities and languages and their overall activity.
By understanding this, you can also understand who is receptive to the content you are posting, and whether they fit within your target audience. If they don’t, consider switching up your content and hashtags.
Another indicator of when you should be posting, is by looking at the audience activity indicator, which shows when your audience is the most active, by day and time. This should allow you to work into your strategy when you should be posting, which will up your engagement and give you a better chance of reaching new audiences. The more engagement you get on a post, the more your post is shown to new audiences, so this is important to consider if you want to grow your Instagram account.
🔎 Let’s recap:
Analytics are almost as important as posting, because if you are posting on your Instagram without a data-driven strategy, you’re a whole lot less likely to see results. Remember to consider:
The hashtags you are using, and whether they are performing well. If not, see which ones specifically perform well per post, and re-jig your strategy based on this.
Gather a topline overview of how your page is performing. Look at specific analytics to understand where you could improve, or why you are seeing certain trends.
Don’t forget about your existing audience. It’s easy to get caught up on follower counts and gaining a new audience, but it’s important to pay attention to your current audience and their behaviour when interacting with your page.
Try our our new Hashtag Analytics Suite here: