Instagram Analytics — the Ins and Outs
More analytics are now available for your posts and stories
As we we count down the days till the end of the year, the NAU Social team has been counting our analytics too!
Tracking your analytics is key to understanding what is working and what isn’t.
It may even help you see that what you thought was your strongest platform has shifted.
Sometimes, we get stuck in the same routine or hear feedback from others on what platforms we need to be on rather than using analytics to guide conversations about what is working and what isn’t.
How can you tell?
First, make sure you have a business account (if not, here’s how to make the switch). Next, go to a specific post or story and click “View Insights.”
Make sure to swipe up to see the full range of data available to you.
You’ll first notice the tried and true ways to measure a post — likes and comments.
*With the new insights you’ll also find shares and saves.
Start tracking these as they show additional forms of engagement.
Shares and saves = passive ways your audience may be interacting with your posts that demonstrate engagement you may not find by just watching your likes and comments.
Now make sure to swipe up because you will see a lot more information about your posts.
After swiping up, you’ll have access to even more numbers. The ones we want to focus on are reach and impressions.
Reach is the unique number of accounts that saw your post or each slide in your story.
Impressions are the total number of times your post or story has been seen.
On feed posts, you can also see how many of those impressions came from a user’s home screen, hashtag searches, or profile visits.
Implications — What does it all mean???
Take a look at the numbers and then start thinking about what any patterns might mean.
What was your sweet spot? Did posts with a lot of hashtags bring more impressions? Did shorter stories give you a better reach?
If your impressions are significantly higher than your reach — that means people are seeing your content more than once.
When looking at reach, you want to find out what attracted those unique eyes and maintained the views.
Was it interactive stories? Did videos out perform photos? Or was it that live content did better than shiny polished content?
Story Insights — digging deeper into the metrics
You will find reach and impressions on both the feed and your story content, but you will also find measurements under navigation like tap forward, tap backward, and exits.
Taps forward mean they skipped to the next story. This can mean the story was too long or not engaging. Keep your eye on what content user’s are skipping and avoid repeating content with high taps forward.
Taps backward mean the user opted to rewatch the previous story. This shows you what your audience is really interested in seeing.
Exits mean they left the story/Instagram completely. It is important to look at the correlation between exits and link clicks or user mentions. If neither of those were included in your post, unfortunately that may mean the story was not engaging enough.
As we move into the New Year, add social analytics to your resolutions list. Not only will it help you determine your best content, it can help you streamline your social media efforts and prove your social worth.
The key is the numbers!