Instagram Insights offer marketers a powerful tool to improve and amplify their marketing efforts. The BIG question is – how can we use Instagram Insights to generate new campaign ideas, increase engagement, and know when to pivot and revise the strategy to improve the success of campaigns?
KOOL Idea #1
Using the Accounts Reached feature within Instagram Insights, take note of the best day(s) to post on Instagram. Now, consider your messages for the upcoming week or upcoming month. Take the most pertinent updates about your brand or business, and make a plan to post them on that day. You can also click Total Followers and scroll to the bottom of your screen to find out the most active times by Hour or Day for your followers. Test out the times recommended and see how well your posts perform.
Accounts reached is also helpful for measuring the performance of micro-moments and mini-experiments. On average, active accounts reach about 10% of their audience. If you’re running an aggressive marketing campaign or want to see if your content is generating more exposure, you can review the growth in impressions week over week. You can also keep an eye on the number of accounts reached, because if it swells to 15% or more of your follower count, then your content is gaining traction on Instagram.
KOOL Idea #2
The “Content You Shared” feature is one of Instagram’s most powerful insight tools. Here you can see how your individual posts, stories, and IGTV episodes perform in terms of Reach, Profile Visits, Likes, Impressions, Clicks (Call, Text, Email, Website, Directions) Follows, Comments, and Shares. This is an invaluable tool because in marketing we know that if you can define it, you can measure it and then grow it.
What is your call to action for your marketing campaign? Is it to get people to visit your website or contact you via phone or email? Is it to increase engagement and deepen trust among your followers who will become your tribe? Align your call to action to one of Instagram’s performance metrics and use this tool to measure the success of your campaign.
KOOL Idea #3
Think of social media like the Millennial TV. (And yes, I will be coining this phrase!) Your feed is a channel. When I tune into that channel or scroll past that channel, will I be introduced to a captivating, long-running series that I want to learn more about or will I experience a constant barrage of ads trying to tell and sell me something? Even better, am I receiving a balanced blend of both where I am captivated and informed? As you determine the best day and time to post content, consider what truly engages your target audience. Ask yourself, what is the highest educational or entertainment value that can be offered to this audience? Once you have determined this, position this content on your most engaged day, and review the metrics within “Content You Shared” to see how well it performs. Be sure to include a call to action that you can measure and watch grow!
If you would like more information on how your brand can get Visible, Found, and Paid, contact us and we’ll devise an integrated strategy for you. You can also read more about this in our article about creating integrated marketing plans.