Instagram is saturated with businesses, big and small. In order for small businesses to better compete, they should use analytical tools to their advantage, in order to develop a sound social media strategy.
...Enter Instagram Business Analytics. Instagram Analytics exists to help you optimize your social media strategy. It allows you to see who your audience is, what posts are grabbing attention, and what links people are clicking on. All of these insights are called metrics, and we are here to tell you which metrics you should pay attention to in order to optimize your social media strategy.
In order to view these metrics, tap “insights” on your business profile.
- Audience Demographics
You should already have a general idea of the type of person your brand attracts, but the “follower breakdown” tab will let you give you the specifics of your brand audience (age group, gender, location, interests).
You can use these metrics to know who to target for the posts you promote. If you’re a clothing brand, and you see that your audience is mostly women ages 18-34, you can create a plan to better-target this audience group going forward. If there is an audience that you think you should be reaching, but aren’t, maybe it’s time to rethink your approach.
- Website Visits, Profile Visits, & Follows
Believe it or not, your content doesn’t exist just to generate likes. Your content can help you gain website clicks, profile visits, follows, and overall good impressions of your business. Instagram Analytics allows you to measure these, so you can see what type of content your audience is drawn to. For example - if your last post led you to gain 6 new followers and 4 website clicks, compared to your last post which led to none, you might need to think about what you did differently between the posts and create a strategy for future content..
- Reaches & Impressions
Reach is the total number of people who have viewed your ad or content. Impressions are the total number of times your content has been displayed on a screen. Generally, the higher your impressions are compared to your reach, the more your content is resonating with your viewers. This means that they are looking at your content more than once (scrolling back to, revisiting your page, etc.). Figure out which posts have a higher impression to reach ratio, and tailor your content in order to increase your impressions.
Bottom line - Instagram is great for business, as long as you know how to use it correctly. By tracking these metrics, and creating a solid social media strategy, you will be better-able to compete with all businesses - both big and small.