Like any marketing strategy, ensuring you keep tabs on the performance of your various initiatives is crucial, including on Instagram. When it comes to digging into your Instagram metrics, it may be unclear where to begin or which are the most important. To make this determination, consider the following question as a key point for getting started.
Why do you need to track your Instagram metrics?
If you manage your Instagram account without ever looking at your analytics, you will forever be left in the dark when it comes to understanding the results of your efforts. These efforts likely coincide with company or department goals, which will naturally help to inform you which Instagram metrics you should be reporting on.
Measure your efforts with these 7 metrics for Instagram
The Instagram metric usually centers around various forms of engagement, though more will be covered here. If you are still feeling slightly lost or confused, do not fret, I have outlined several Instagram metrics below to help you.
- Engagements per Follower
What this metric tells you: Engagement with your content relative to your follower count.
Whilst it may be tempting to compare your Instagram performance to that of the large scale companies, you do not want to do that unless your audience size is roughly the same. This is because brands with millions of followers should be racking up thousands of likes. However, if you have a couple thousand followers you are naturally not as likely to get similar results, but that does not mean you are not still performing exactly as you should be. This is where engagement rate comes in and can help make sure you are evaluating your account fairly. Reporting on this metric over time will give you a sense of overall performance trends. However, you can certainly calculate it for specific posts also to get an idea of the types of content that resonates with your audience.
- Follower Growth
When evaluating a growing Instagram follower count, context is important, particularly if you are experiencing random spikes or drop offs due to something like a one-time promotion or paid social ads. Ensure you measure your follower count over time and keep the above context examples in mind so you know exactly what has contributed to the growing numbers. Ideally you want to see sustained, gradual growth over time, which indicates that people are enjoying what they see from your content and they want to make sure they see more of it.
In addition, understanding what is or is not working is essential within the context of your overall Instagram marketing strategy and KPIs for Instagram because you will want to ensure you know the types of content that should be continued and which may need tweaking. Though total followers may be seen as a vanity metric to some, it ultimately represents the potential reach of your content, which impacts the performance of other Instagram metrics, such as engagement so continuing to focus efforts around organically growing audience is still as crucial as ever.
- Comment Received
What this metric tells you: How engaging your content is.
Whilst they may both fall under engagement, there is actually a big difference between likes and comments when it comes to evaluating Instagram performance metrics. Likes are fairly easy to dish out and often times you cannot be 100% certain a post was truly seen by your followers, but with comments, it is obvious. Whether it is positive or negative, comments left on your posts are an indication that your content had some kind of impact, or at least enough for the individual to take the extra step to leave feedback. This type of engagement, especially when positive, is a strong factor in community building and establishing a loyal fanbase. Those who go out of their way to comment are the ones to keep an eye on.
What this metric tells you: How many people are seeing your content.
If you think reach sounds like impressions, you are not alone. These two metrics are similar but confusing. Instagram reach indicates actual views of your content while impressions simply means it was displayed but may not have generated a click or any other form of engagement.
- Most Engaged Hashtags
What this metric tells you: Hashtag performance
While the Instagram algorithm may occasionally wreak havoc on your content strategy, hashtags have proven to be one of the most reliable ways to keep your momentum going. By using hashtags that are relevant to your industry or what your audience is searching for you can help keep reach and engagement in check. Instagram allows users to include up to 30 hashtags per post, however be sure to use that quota wisely through research and learning from performance over time. It may come as a surprise how often less is more when it comes to hashtags.
- Referral Traffic
What this metric tells you: Instagram’s impact on your website traffic.
A common tactic for social media posts involves linking out to a website’s specific landing page, product page or even just the home page depending on the type of action you would like your followers to take upon seeing your post. On Instagram, this can be a bit more challenging because the only place to display a clickable link is inside your bio. You also have the option to include URLs with your captions. Either way, tracking referral traffic from Instagram can be tricky. You can also check your social network referral traffic in Google Analytics to see how much traffic Instagram has sent your way, including distinguishing between Instagram and Instagram Stories.
- Instagram Stories Metrics
What this metric tells you: How popular and engaging your Instagram Stories are.
Arguably one of the most essential components to current Instagram marketing strategies involves the use of Stories. These are useful in several ways, most notably because they provide another dimension of content for your audience. The disappearing nature of photos and videos gives you even more freedom and flexibility than your feed does. There are quite a few good metrics to keep tabs when it comes to Instagram Stories such as Story Replies, Story Taps Back and Forward, Story Exists and Impressions, among others.
Keeping tabs on your performance is crucial as with any marketing strategy. With these crucial Instagram metrics in hand, you are ready to begin reporting on progress. Remember you need to ask yourself why you need to track your Instagram metrics in order to understand the results to your efforts. Then you can start measuring these efforts with these 7 metrics for Instagram.