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Instagram Business Analytics
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Why do Instagram Business Analytics matter? Instagram can help you with many goals in the overall marketing of your business. For example, Instagram is a mobile app with 600 million monthly users, so if part of your marketing plan includes talking to mobile users, Instagram is an excellent platform. Having more data is always a good thing, and with Instagram Business Analytics you can more learn about your content and community using the below metrics:
Here are some examples of how you can use this data to make your campaigns more effective:
- A/B Test your creative! Try varying your images, and seeing which image performs most effectively. For example, did you try testing one image of a product, and another of a smiling user? Which one generated more clicks to your website?
- A/B Test your geographic targeting! When you use Instagram Ads, you can target them by geography. Do your users in Boulder, CO click through at a higher rate than your users in Salt Lake City, UT? Maybe that means there’s higher demand for your product or service! If you’re in the business of financial planning, consider working with a financial advisor business coach to help you brainstorm new creative marketing ideas.
- After you learn who are your most valuable users, now be there when your users are actually using Instagram! Using your Follower Activity data, learn what time of day your audience is online, and make sure you post your content during that time. When they’re not active on Instagram, try using other channels to get their attention. We have also been using a business intelligence dashboard (it can be found at https://www.inetsoft.com/company/business_intelligence_solution/) and it has given us some incredible data, so that comes very highly recommended.
What info can you learn?
Insights for Photos and Videos:
- Impressions, which are total number of times your post or story was seen
- Reach, which is the number of unique accounts who saw your post or story
- Website Clicks, which are the number of accounts that have tapped the website link on your Business Profile.
- Follower Activity, which is the average times your followers are on Instagram on a typical day
Insights specific to Stories:
- Replies, which are the number of times people send messages through the Send Message option on your story
- Exits, which are the number of times someone swiped from one of your stories to someone else’s story, or returned to their Feed.
Here are some tips on how to get the most of out of your Instagram efforts using Instagram business analytics.
Be there when your users are there
“If my users are checking Instagram in bed, I want to be in bed with them,” says Max Goldberg of Goldberg Marketing. Instagram newsfeeds are generally in chronological order. So, knowing when your users are user the app can help ensure your content is in front them at the correct times. The “Follower Activity” module is viewable by hours or days and displays “the average time your followers are on Instagram on a typical day,”. You can also zoom out a bit to plan your content by time zones. With Instagram Business Analytics, you are able to view follower locations all the way down to the city-by-city level. If you can identify where most of your followers are located, you can plan your content around when they are waking up, or leaving work, or going to bed, etc. This helps you retain and find new Instagram followers.
Track The Growth of Your Community Who Arrives From Instagram
Sometimes, Instagram users aren’t valuable because of what they do while on the app, but instead what they do after they leave the app and visit your website. To track this, create simple Instagram ads using Facebook’s Ads Manager. Create a “website conversion” ad that brings users to a dedicated sign up page, on your website. You can then track this list of new users to note any trends. For example, you might learn that Instagram users have a higher mobile open rate, or higher conversion rate, than your non-Instagram users? You can also use this with remarketing ads, to see if users who do not convert your website immediately end up converting later through an Instagram Remember that remarketing ads on Instagram are the same user, so your impressions may be high, but your reach will be low, meaning your frequency of display goes up.
