Instagram Analytics: 4 Metrics You Should Be Tracking

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In the modern connected era, social media is key for every personal brand and business, and Instagram is quickly becoming one of the primary platforms. However, every person has a different ambition for their account.

Regardless of why you originally signed up for Instagram, you need detailed Instagram analytics for your account. Here are 4 metrics that all successful Instagram practices pay attention to.

1. Followers

While building your Instagram audience, you need to pay attention to your follower numbers. This single data source is a treasure trove of information for you and your brand.

First, whenever you post, if your post is structured properly, you should see at least some new followers coming in. If you do not, this means your content needs to either do a better job of being found organically or of appealing to people organically.

Second, you need to figure out what other things your followers like and dislike, both in real life and on Instagram. Take the time to click through some of their profiles and see if there are recurring trends in types of pictures they post, hashtags they use or people they follow. This insight can be beneficial for optimizing your profile and content, leading to more followers and better engagement in the long term.

Finally, if you ever notice a certain post leads to a loss in followers, that should be a major red flag for you and your current content strategy. Losing followers means you posted something so out of line with what they wanted to see that they took the time to leave their feed, click on your username and unfollow.

An event that causes a loss of followers might mean either that you had followers who were no longer engaged with your brand or that your post was out of line with who they thought you were. Figure out why it happened and make the necessary changes.

2. Engagement

Another important metric is engagement. If a user has 1 million followers but only gets 10 likes on a picture, engagement is clearly low, and it is probably a sign that the user has purchased followers.

Engagement on posts says just as much about a brand as follower count does. Engagement is more than just likes, though; it also includes comments and tags.

As you look at the engagement rates on your posts, pay attention to which posts get likes and comments. If a post gets more likes it likely is due to the quality and content of the image as well as the quality of the caption.

Low comment rates are probably due to the fact your caption is not structured as a call to action and inviting your followers to comment. Furthermore, if you do not make a post inviting people to tag their friends every so often, you will have lower tagging rates and miss out on the opportunity to expand your audience.

Finally, you need to measure your engagement with your following. If you are not responding to comments on your images or taking the initiative to like and comment on user-generated content, then you are not letting users know that you care about them. This connection is important for doing well on Instagram and building strong brand loyalty.

3. Stories

When Instagram rolled out Instagram Stories, the feature quickly gained over 200 million active daily users. As a brand, if you pass up the opportunity to utilize Stories then you are passing up the chance to gain massive brand reach. While rolling out your branded Stories, you should pay attention to more than just views.

While view counts are important, you need to make sure your view counts are not diminishing too much during a given story. For example, if your first story has 100 views, your second has 50, your third has 10 and your last has 2, this is an indication that people may be viewing your story because the icon pops up, but they stop reading halfway through because they are uninterested. Focus on creating content that makes people want to see the entire story.

As you add in “swipe up” content that takes viewers to websites, track the percentage follow-through of people who see the story and note whether they actually do swipe up. If this metric is low, you need to tailor your content to create a better call to action.

If your conversion rate upon seeing the website is low, this likely means you either need to avoid posting spammy content to drive useless traffic or simply improve the quality of the web design.

4. Conversion

Finally, throughout all of your Instagram processes, you will likely have a goal for the account. Whether you want people to see your website, buy your product or watch your YouTube videos, you will need to pay attention to what your social media conversion looks like.

The first step here is to identify which metric you are focusing on, whether it is page views, sales, subscribers or some combination of the above.

Next, figure out what the process is for gaining a follower, engaging with them and converting them into a completed action. As you lay out this process, you can optimize your actions to ensure maximum conversion.

Whether you identify failures in click-through on links, failure to purchase once on your site or failure to subscribe after seeing a video, breaking the complex process of “conversion” into individual components allows you to see where you need to fix the flow.

Exploring Instagram will take some trial and error as you figure out exactly who your audience is and how to best engage with them. Take the time and effort to explore other content creators and get inspiration for how to create the best content possible and maximize each of these metrics.

About the author

Deep Patel

Deep Patel is a serial entrepreneur, marketer and bestselling author of A Paperboy’s Fable: The 11 Principles of Success. The book was dubbed the #1 best business book in 2016 by Success Magazine and named the best book for entrepreneurs in 2016 by Entrepreneur Magazine.

Also recognized as a top 25 marketing influencer by Forbes, Patel has worked with VC-backed startups to Fortune 500 companies. He is also a contributor at Forbes, Entrepreneur, The Huffington Post and Success Magazine.

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