The 6 Instagram Analytics Metrics You Need to Measure

Wondering how to get the most out of your Instagram Analytics?

Fear not #Grammers of the world – we’ve got you covered.

In 2018, Instagram officially hit the 1 billion monthly users mark – but everyday Joe’s aren’t the only people who love sharing photos. Countless companies and marketers are beginning to see the value of the network too. After all, in a world where visual content reigns supreme, Instagram is the king of customer engagement.

Around 80% of Instagram users follow at least one brand account, and another 60% say that they actively use Instagram to find new products. It’s no wonder that companies are set to spend 10 billion dollars on IG ads in 2019.

Before you start diving into your marketing budget, however, you need to know how to track the success of your campaigns. This is where Instagram analytics and Instagram insights come into play.

Instagram analytics gives you useful information into which of your campaigns are the most successful, what your followers want and more. So which metrics should you track?

Let’s find out…

1.     Follower Growth Rate

Followers are probably the most important thing you can have on Instagram but getting them is easier said than done. When you’re trying to generate #InstaFame, a high follower count is more than just an ego-boost. It’s a way to add credibility to your brand, and an insight into the growing popularity of your company.

Imagine you start with 400 followers when you first start tracking your Instagram analytics; then you start to get 40 followers per month. This means your growth rate is around 10% – which is excellent. However, if by the time you get to 4000 followers, you’re still earning 40 followers a month – you’ve got a problem because your social impact isn’t increasing.

Measuring your follower growth rate helps you to see if you’re genuinely gaining popularity. You can also use your growth rate to see if people are leaving your Instagram profile – which could be an indication that you’re no longer sharing the right content.

Instagram App Feed And Profile

2.     Engagement Per Follower

While plenty of new followers on your free Instagram analytics page is great – they don’t mean much if they’re not actively engaging with your brand. Engagement is the key to success on Instagram. Not only does it help you to start lucrative conversations with potential customers, but it can also increase your chances of earning new followers too – particularly now that Instagram prioritizes “engagement” in their algorithm.

Engagement comes in many different forms on Instagram. It can appear in those lovely little “like” hearts that people leave on your photos, as well as in comments and mentions. Basically, engagement is anything that goes one step beyond someone simply looking at your post.

If someone’s taken the time to click “like” on something, then there’s a good chance that your content reached them. If, on the other hand, plenty of people are following your content, but no-one’s engaging, then you’re doing something wrong.

Tracking engagement is how you determine how interested your audience is in what you’re sharing. If you struggle with engagement, you can always try looking for new ways to spruce up your shares. For instance, maybe you can try some new hashtags, or use Instagram Stories alongside your regular posts.

3.     Comments Received

When it comes to Instagram analytics for business, it’s worth looking at “comments” as a separate entity to Engagement per follower. Why? Because comments are a whole different ball game.

General engagement like a “like” or someone clicking on your video is great – but comments are a true sign that whatever you’ve posted is truly resonating with your target audience. Think of your comments as the gold standard for gaining and maintaining Instagram followers.

According to a study conducted by TrackMaven, the average brand gets around 18.54 likes per photo for every 1,000 followers they have. However, they only get 0.63 comments for the same number of fans. Ultimately, double tapping a photo to “like” it is easy. Taking the time to write out a comment is something that requires a lot more thought and active engagement.

If your number of comments per post begins to increase, this is a fantastic sign that you’re not just earning followers; you’re building an Instagram community. With free Instagram analytics solutions like Instagram Insights, you can track how many comments you’re getting over time. If you notice that your comments begin to drop, ask yourself what’s changed about your content. In some cases, you may just need to do something new with your posts, like adding video or having a little more fun with channels like IGTV.

4.     Website Traffic

Sometimes, to make the most of your Instagram analytics, you have to go outside of Instagram.

Just like most social channels today, Instagram can be a fantastic way to drive additional traffic and engagement to your website. If you can convince your Instagram followers that you have something useful to offer on your site, then you could turn your comments and likes into conversions.

The biggest problem with Instagram is that you can only add a single link to your bio. However, recently, the channel rolled out a new feature for verified users, which means that you can add product links to your Instagram Stories too. (Yet another reason to get yourself verified!)

To track where your clicks are coming from, go to Google Analytics. Google automatically segments all of your traffic into channel groups, including a “social” tab. If you look at the Social page in your GA account, you’ll be able to see which channels are delivering the most traffic. You can even examine the “Instagram Stories” section separately if you like.

If you’re not committed to using free Instagram analytics tools, there are also plenty of other sources out there that can help you track your clickthrough rate from ‘Gram to your website too!

5.     Most Engaged Hashtags

Do you ever wonder which of your hashtags are the most “engaging“?

Hashtags are one of the most important components of an Instagram strategy, but it’s not always easy to know which ones your customers respond to. On Instagram, your hashtags help your content to gain more engagement, and they make your posts more discoverable too.

Since Instagram is one of a handful of social channels where you can use multiple tags at once, it’s worth putting together a list of the tags that get the most love in your Instagram analytics reports. Just remember that Instagram is cutting down on “spammy” content lately, so you’ll need to avoid simply using the same batch of hashtags in every post. Though it might be tempting to use your most engaging tags constantly, you’ll need to swap them out and pair them with other trending tags to get the best effect.

One particularly lucrative benefit of tracking your most engaged hashtags is that you’ll also be able to get an insight into the kind of content your customers expect from you. For instance, if you notice that the word #Cafe gets more engagement than #Panini you know that your customers are interested in cafés, but not necessarily the food you eat there. In other words, stop taking pictures of your lunch!

Screenshot of the #Cafe hashtag

6.     Reach

Finally, the best way to know whether your Instagram profile is growing as rapidly as it should be, is to compare your follower count and engagement with your average reach. Remember, you’re going to need an Instagram business account to track all of these Instagram analytics, so if you haven’t converted, now’s the time to do so.

Ultimately, reach tells you how many people have seen your post in total. This is a very different thing from simply tracking “impressions.” If someone looks at the same post five times, they’ll count as five impressions, but you’ve only reached one person. See the difference?

Track your reach and your “reach rate” – the number of followers seeing your posts, to determine whether your content is getting as much traction as it should be. If you’re struggling to boost your reach, this could be a sign that you’re targeting the wrong audience or the wrong hashtags. Either way, it’s time for a change in strategy!

Making the Most of Instagram Analytics

These days, Instagram isn’t just an excellent place for consumers to spend their spare time – it’s a wonderful part of your social media marketing strategy too!

If you’re looking for a place where you can earn engagement from your target audience, connect with your customers on a deeper level, and potentially show off your brand personality, then it doesn’t get much better than Instagram.

The key to success is making sure that you know how to track and improve your success.

Instagram analytics allow you to see where your campaigns are paying off, and where you might need to work a little harder on your social strategy.

The good news? If you’re struggling to use your Instagram analytics to gain Instagram followers, Upleap can help! We’ll give you the boost you need in no time – and teach you how to track your success at the same time!

Ready to start your free trial? Click here!

By Rebekah Carter

Hi! I'm Rebekah, a full-time writer specializing in the spaces of digital content, business, social media and tech.

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