Have you looked at your Instagram numbers lately? Perhaps you keep track of your likes or have an idea of your month-to-month follower growth. But have you really explored the analytics and sifted through that data? If the answer is no, it is time to do just that!
Looking at your Instagram analytics will help you understand how the platform is operating as part of your overall marketing strategy, and it will also allow you to improve and grow your business with this powerful, highly populated social platform.
In this guide, I’ll explain why your Instagram analytics matter, and I’ll walk you through all the analytics options available. I’ll point out which data matters most for your business goals so that you’ll know exactly where to focus your attention, and finally, I’ll share a short list of our favorite Instagram analytics tools.
Ready? Let’s get started.
With 25 million+ Instagram business profiles worldwide and over 200 million Instagrammers visiting at least one of these daily, it is clear that businesses are finding value in this advertising platform. Yet, if you don’t know who views your profile or sees your ads, how your posts are performing, how engaging your stories are, and what value your account is actually driving, then spending time posting on the platform could be a waste.
If you’re not evaluating your Instagram analytics on a regular basis, then you could be:
This is just a short list of the things you could be doing better if you were diving into the data in Instagram more regularly. The information that you glean from the data is going to help improve the way you use the platform so you get more value for your business, which could make Instagram an even more critical component of your online marketing strategy.
Without further ado, let’s dig into the data!
Your profile analytics are the ones you access directly through the “My Profile” page where your posts live.
This page shows you insights for a week of time. You may have looked at your profile insights before, but perhaps you haven’t dug into the metrics. Let’s review what you can access here:
Who is your target audience? I’d bet you have an ideal demographic of followers you are pursuing. But does that align with the individuals who are seeing and interacting with your Instagram posts? Luckily, there’s an entire section of your Instagram analytics dedicated to informing you about your audience.
Here are the main factors to pay attention to:
Once you’ve established your profile is getting action from the right audience, you’ll want to dive into individual post analytics to see how a certain message is resonating with your audience. This is a helpful way to see if your content is working well with your audience.
Here are the statistics available for individual posts:
Last but not least, we have Instagram stories. If you are not posting Instagram stories, you are missing out on a substantial opportunity. This Snapchat-like feature of Instagram continues to grow in popularity, and it gives you another opportunity to get your brand in front of more people or increase the exposure of your current audience.
Once your story has gained traction, here are the statistics you can track:
OK, that is a lot of information about your Instagram analytics! To help you feel less overwhelmed by the sheer volume of statistics available, below are some tips for what you should focus on.
Before you start analyzing data, it is critical to be aware of your overarching goal for the platform. Is your strategy to drive more website visitors? Perhaps your Instagram was created as a community for customers to share ideas. Or maybe you’ve created an Instagram presence to raise brand awareness among your target audience. It is even possible that you have varying goals for your account. Some posts might be set up to drive awareness, while others might be trying to drive sales. You need to know what you’re looking for in order to use Instagram analytics to your advantage.
Here are three common goals with the three main metrics to track under each one.
If you’re a new company looking to make a name for yourself or an established business trying to enter a new market or launch a new product, then Instagram might be the best place to build your brand awareness. This is a great goal for this platform, because it’s more than likely that your target audience is on Instagram somewhere.
These are the metrics you’ll want to focus on:
This is a very common goal among marketers. Who doesn’t want more sales? There are multiple strategies you can use to drive sales through Instagram, including running targeted ads and posting special offers for followers. But how can you evaluate their success?
There are the top three metrics to track:
With so much fun, visually engaging content on Instagram, there couldn’t be a better place to build an interactive community. If this is your main goal, then you need to be continuously monitoring, responding, and evaluating the following metrics:
We are all busy, and sometimes digging through Instagram Insights in various locations across the platform can feel time-consuming and frustrating. Good news! There are tools to make tracking and evaluating your Instagram analytics quicker and easier for you. Here are the top five that I recommend looking into.
I’ve been a big fan of Hootsuite since I first used it for social scheduling – way back before Instagram was even a thing. Nowadays their software has gotten even more robust, and they have great analytics tracking tools built into their plans. For Instagram, Hootsuite is a great place to focus in on goal-related metrics to track your progress and even create visual reports.
Squarelovin is specifically focused on Instagram Insights, so it provides some really helpful reporting features for improving your strategy. For instance, they show engagement charts to see when your content gets more interactions, as well as graphs showing the best days and times to post.
Socialbakers offers some visually engaging free Instagram analytics tools to help you break down your hashtags, filters, most engaging posts, and more. This tool also provides a chart detailing your post distribution over the last 12 months, which can help you maintain consistency. Socialbakers will also analyze your profile and categorize you as a leader, spammer, sleeper, or shy to determine how effective your strategy is.
If you are interested in building customer reports and spying on your Instagram competitors, Sprout Social could be the platform for you. Track your follower growth, likes, and comments with a visual graph, and track similar data for your competitor accounts to see how you’re stacking up against the competition.
SocialRank is a tool focused on better understanding your Instagram audience. Think follower patterns, popular words used in your followers’ bios and posts, and popular emojis used among your target audience. This will not only help you better understand your audience, but it will also set you up to tailor your content more effectively. Not too shabby!
Whether or not you decide to use a tool to help with your analytic tracking or stick with Instagram’s native insights, I hope this guide has inspired you to make better use of the data at hand to grow your business via this powerful platform.
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