Written bySam King
So … How should you use Open Benchmarks?
- Each week, or month you can check whether you are over or under-performing compared to similar accounts. You’ll be able to break down specifically where you’re succeeding in (like Posting Frequency) and areas you need to show some extra attention to (like Unique Hashtags). By doing this you can clearly identify areas where you could make a positive impact on your account.
- If you notice that your engagement and reach has been down for a week or so, check the date to see if it’s a you thing or if Instagram has switched up the algorithm on you once again.
- Open Benchmarks is a great resource for Social Media Managers and Agencies to track their unique data to show clients their worth and ensure clients they are doing a good job. And honestly, who doesn’t want that? P.S, if you have a Flick subscription, you’ll be able to compare your account(s) live data in the same graphs within our app in the coming weeks.
What are we breaking down and what, in the world, do these metrics mean?!
- Follower Growth Rate
This shows how many people started following you based on the content you’re posting.
- Conversion Rate
The conversion rate is the number of new followers you gain divided by the number of Instagram users visiting your profile in a certain time period.
- Click-Through Rate
The number of clicks on the link in your bio is divided by the total number of profile views your Instagram account received in the selected time period.
- Reach & Impressions
Reach is the number of unique users who saw your content, whereas Impressions refer to the total number of times when users were exposed to your content.
- Profile Activity
Profile activity is a combination of profile views, website clicks and email clicks.
Feed & Story Posts
- Engagement Rate
The engagement rate is the total number of Instagram users who like, comment, or save a post, divided by the total number of users who saw that post.
- Reach Rate
The reach rate is the average reach of your feed posts compared to the number of followers you have.
From this metric, you’ll be able to uncover if your reach is higher or lower than those around you. This will also help you research if it’s your content that didn’t perform well, or if it was all that pesky Instagram algorithm.
- Average Engagement Per Post
The average number of engagements an Instagram user gets on their posts.
If you’re wanting to see the exact number of engagements an Instagram account acquires over a number of posts, this is the metric you want to look at.
- Average Post Reach
- Posting Frequencies
This metric will be helpful in creating a baseline for your own social media strategy. Posting too much? Posting too little? This will let you know where you stand and how you can make adjustments in the future.
Hashtag Usage & Performance
- Rank Ratio
- Hashtag Usage
- Total Time Ranking
The total amount of time a user spends ranking on hashtags in a given time period.
If you’ve ever wondered how long your post stays in the ‘Top Posts’ feed on Instagram when searching a hashtag, this is the place for you to find that out.
- Unique Hashtags Used
Are you using too many unique hashtags? Not enough? This metric will help you break down your unique hashtag usage and how you can plan on using more or less in the future!
How to Calculate Engagement Rate on Instagram
Not sure how to calculate the engagement rate on Instagram? Read this installment of our Instagram toolkit to find out the formula!
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