How to Measure Your Brand’s Success on Instagram
Once you’ve established an Instagram following and garnered a handful of likes for your posts, it’s time to analyze your efforts. With social media analytics, you’ll quickly discover what needs improvement. Refer back to your visual social media marketing strategy to ensure you meet your goal benchmarks.
While Instagram has yet to include an analytics platform within its app, plenty of third-party tools, free and paid alike, can do the trick. Whether you choose a new-fangled tool or go the old-fashioned spreadsheet route, include these four sets of data in your measurement approach:
1. Engagement Per Post
Every time you publish a new post, Instagram notifies you of likes and comments. But those numbers aren’t enough by themselves. Compare posts over a weekly and monthly basis. Then, go back to the posts with the highest and lowest totals to determine what would cause a drastic change in numbers. Did you ask followers a question resulting in more comments? Did you go overboard on generalized hashtags? Did your contest require followers to tag a friend? Include details on what you did with each post to track what works best for engaging with your audience.
2. Trackable URLs
As discussed previously, the profile section of your Instagram account is the only place where you can currently link back to your products, services or company events. As such, you’ll want to include a trackable URL to see how many people check out your website after reading your bio. Bit.ly links are a great option when it comes to shortening and tracking your links.
3. Follower Growth Rate
While you’ll want to keep an eye on your total number of followers, that’s only one piece of the measurement puzzle. You want the number of followers to increase, but it’s more important to see that number rise month after month. By focusing on your follower growth rate per month, you’ll have a better sense of what campaigns or posts worked best for your overall marketing strategy.
4. Posting Times
While you’ll want to stay consistent in your posting schedule, if you find engagement lagging for the days or times you typically post, test new options and adjust accordingly. Look at the data gathered on engagement per post to determine if your current schedule is working for your brand. Plenty of management tools can help you set up posts in advance, should you find 2 a.m. ET works for you.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.