OK. Now you have your goals and strategy set up nicely and ambitiously.
But, do you know what is the step by step on how to achieve it?
How do you know that is it your step working or not?
Tracking your metrics is one of many ways knowing you are on the right path or not.
What metrics you should focus on then?
Different strategy, different audience, then different metric it should be to track on.
In this one of my longest post (and longest time i’m working on too) I’ll tell you everything you need to know about Instagram metrics: what they mean, and how you can use them to rock your goals.
I think this the most important metric to track. Why? Because no matter what strategy you working on. This tells you how far your content goes. Especially with the removal of “likes” from Instagram things are changing. In the past all the focus was on engagement rates, and now reach is a more appropriate metric that you should track. Reach shows you how many unique accounts have seen your post. There are naturally many ways of using this statistic and interpreting the results. For example: if you are looking to grow brand awareness you want to see this number grow significantly. If you notice an increase or decrease in reach of a particular post, you can look at what you did differently. Did you use different hashtags? What time you post it? What is the most trending when you post it? This metric will give you valuable insights that you can analyze and change it to action to grow the performance of your content in the future.
Reach rate, however, is the number of people who have seen your post divided by the number of your followers. Reach is always shown in numbers, reach rate is always shown in percentages. Then, there’s also average reach rate per post, which is the average reach rate of ALL your posts published in a selected time period.
Impressions are the number of times your post/Stories/profile has been viewed during a selected period of time. Basically, it counts how many times your post has made an impression on someone, as on Instagram, the same post can be seen several times, a profile can be visited several times, and a Story can be, of course, watched several times, too.
So some of you might be wondering what on earth is the difference between impressions and reach? Well, in its most simple form reach is the number of times your post was displayed to a unique account. Impressions on the other hand looks at how many times your post was displayed regardless of duplicate views. For example: if one person has seen your post three times, this will be counted as 1 reach and 3 impressions. Now you can also probably see why reach has more number than impressions.
Instagram Stories metrics
Post more Instagram stories instead of post on your feed. Instagram itself, already launched beta or trial on new look on Insta stories on the app which focusing on make your instagram stories will look easier to get tap on.
There are a few good metrics to keep tabs on such as Story Replies, Story Taps Back and Forward, Story Exits and Impressions.
- Impressions: The number of times your Instagram Story has been seen
- Reach: The number of unique accounts that viewed the post on your Instagram Story
- Exited: The number of times a user swiped away from a specific story
- Replies: The number of replies to a particular photo or video in your story
- Viewers: The specific users that have seen a particular post on your story
- Forward: The number of users that skipped this Story post
- Backwards: The number of users that went back from this Story post
- Next Story: The number of taps to the next account’s story
Using Instagram story metric can tells you more about the type of content that your audience enjoyed. The Navigation section offers indicators such as Forward, Back and Next Story tells about your audience’s interest in your Stories.
For example, from a large proportion of Forward clicks you could tell the Story wasn’t interesting enough. Equally, Back clicks would shows you the previous Story was highly catchy to your audience as they re-watched it. Next Story could imply your Story went on too long or became repetitive/uninteresting. You can also learn which Stories help promote the most follower interaction with the Replies insights! These are really useful metrics, and can help you build a better story-telling content for your strategy according to your audience preferences.
As new features of post likes become hidden across the world, comments and also saves are the new hot metric in 2020. Your Engagement Rate is a key performance indicator of how well your audience gets you.
Engagement rate is all your likes, comments, and saves divided by the number of followers at the time of the post. There’s also engagement on reach which is all your likes, comments, and saves for a post divided by your posts’ reach, not followers.
How do you know your engagement rate is good enough to know you are on the right path or not? This is a essential and basic rules that applies to every Instagram metrics: as the number of your followers goes up, your rates go down. And basically this metric tells you how well your audience is responding to your content and engaging with your account.
Instagram post saves are the hottest engagement metric that you should be tracking right now. Especially with Instagram start to hiding likes on the platform across the world. And as you can see on your timeline, it’s also change the type of content is on trending right now. The more valuable information you create for your content, most likely it will get saved by your audience. And the more saves you get on your post, the more Instagram algorithm will favor you.
Even followers may be seen as a vanity metric to some (and that’s includes me), it also represents the potential reach of your content, which also tell the performance of other Instagram metrics like engagement rate. So continuing to focus efforts around organically growing your audience is still as important as ever.
But please, do not get too concerned with follower count. What is more important NOW is how your followers engage with you. It is better to have a very engaged audience than a large follower count that does not interact at all. Because an engaged audience is much more likely to purchase your products, give useful feedback, and share your contents with their friends and family.
When evaluating a growing or maybe losing Instagram followers, make sure to measure your follower count over time, especially if you’re experiencing random spikes or drop offs if you are using something like paid social ads.
Measure traffic to your site from your link in bio, and if you’re one of the big name ones with over 10 K followers on your account; you can add direct “swipe up” links to stories. This is the best way to drive traffic from Instagram to your website which is the metric you should consider if your goals is to boost more sales. You can also take a look at your google analytics page and take a look at your acquisition metrics. This will show you exactly which channel is referring traffic to your site. And which channel you should be working on.
Did you make this far? Thank you so much for reading this.
There are also another metrics that you can see on your Instagram Insight. And also there are metrics you should track when you use Instagram Paid Ads. But let’s talk more in another time.
Instagram could be very overwhelming. For personal user, Influencer and also for brands. Having a clear goals and strategy prevents you to make thoughtless mistakes and also helps you focus on the right audiences with the right content at the right time.