How to use Instagram Insight to make informed business decisions
According to Instagram, there are now 25 million businesses using Instagram for business and there are currently 800 million users and 100 million of them are active monthly. What does this mean to you, it means that a lot of businesses are leveraging the customer pool and Instagram and figuring out how to make it work for them. It also means that you can get a piece of the 100 million cake.
If you are on Instagram and have converted your profile to a business page, then you have unlocked some insights and you need to know how to interpret this so you can better engage with your audience on Instagram.
Let's get down to it:
Instagram – Profile analytics
Follower count: The number of people following you
Impressions: The total number of times all of your posts have been seen on Instagram
Reach: The number of unique accounts that saw any of your posts.
Profile views: The number of times your Instagram profile was viewed.
Website clicks: The number of taps on the website link in your profile bio.
Call clicks / Email clicks: The number of taps to call or email your business.
Branded hashtags: The number of Instagram posts with your branded hashtags.
Instagram – Audience insights
Gender: The gender distribution of your followers (men or women).
Age: The age range distribution of your followers.
Top locations: The top five cities and countries where your followers are.
Followers – Hours: The average times (in hours) your followers are on Instagram on each day of the week.
Followers – Days: The days of the week when your followers are most active.
Instagram posts (Photos or videos)
Impressions: The total number of times a post has been seen.
Reach: The number of unique accounts that saw a post.
Likes: The number of unique accounts that liked a post.
Comments: The number of comments on a post.
Saved: The number of unique accounts that saved a post.
Engagement: The number of unique accounts that liked, saved, or commented on a post.
Views: The number of views of your video post.
Profile Visits: The number of times your profile was viewed
Impression Source: The origination of the people who saw your post
Impressions: The number of times a particular photo or video has been seen in your story.
Reach: The number of unique accounts that saw a particular photo or video in your story.
Exits: The number of times someone exited your story.
People insights: The list of accounts that have seen a particular photo or video in your story. Tip: You can check out their accounts by simply clicking on their handle in the list.
How Do I utilize all this? (Using your Instagram insight to make decisions)
Know your optimal days and time: With the analytics you are able to know the best times to post content each day. For example if you plan out your content ahead of time you can plan them out according to the times most of your audience will be online. If you have a new product launch or something you want to share to your audience using this insight you can figure out the days most of them are online and post your promotional campaign on the peak time for those days.
Based on the image below if I wanted to promote a campaign Wednesday and Thursdays would be the best days for that. But if I am planning out my content for Monday; 11am, 3pm and 7pm would be my optimal time for Monday.
Create & Provide Better Relevant Content: In the image below you will see that the analytics were ran for the same time span,one showing you most popular in terms of impression (total number of times posts have been seen) and then a second one for engagement (number of times your post was liked, saved, and commented on). Do you see how a lot of people saw the posts but less people interacted with it? This helps you to understand the kind of post that gets your audience to act.
With the image above it is safe to say my Instagram is highly fashion oriented, loves powerful quotes and loves to see images that represents community or women coming together. that way when I create content for social media I will be curating content based on what they will interact with and then make sure I have a strong caption that gets my message across.
Understand your conversion and test your Call to Action:
How many people are actually clicking the link in the bio ? Do you tell people to click the link in your bio? Your Call to Action is what you want people to do. It is mostly your ultimate goal for posting or creating content. On your website, your call to action is "Buy Now" on Instagram it is most likely "Click link in bio" make sure to always be clear about what you want people to do with each post.
Instagram analytics tells you if people actually listened and clicked the link in your bio like you told them to.
Make sure to experiment with different phrases each week then check to see which one drives the most action along side what images got the most engagement that week.
Analyze your Hashtags: Instagram rolled out some features as of 12/12/17 that lets you know how each post is doing by giving you a breakdown.
What does this mean? With this, you are able to tell what set of hashtags people are finding you with, what type posts are driving visits to your page and how you are doing on the explore page. I think this is Instagrams way of letting you know that hashtags matter and people actually search them. This helps you know to pay attention to your hashtag combos and also the kind of images they were.
Phew!!! there you have it! Combining all of these insights help you understand who your followers are, what they like when they are online and what they respond to. Have you been using Instagram insight? How helpful have they been to you? What have you learned from it and how has that impacted our business???
Interested in getting an Instagram critique? including tips and tricks to help you elevate your Instagram click here!