There are various Instagram metrics we can keep a track of and analyze it against campaign performance and various ROI sheets. Let's look at the most important metrics to measure performance on Instagram.
#Engagement Rate
Engagement rate has to be the one of first metrics to look at when measuring performance. Instagram engagement rates is a key driver in analyzing how your content is performing.
If the content is really well curated and clicks with your followers and TG then it will result in more people sharing and commenting on the content piece.
A low engagement rate would mean that the content piece isn't working. The audience do not find the content appealing or interesting to them.
Tracking engagement rates are important as it helps in measuring specific KPI's.
Note: Engagement rates are not always the same for videos. Checking out the reach would be a better metric since many people would watch the content piece however they would not hit on the like button. Digital Marketing is always derived by numbers and metrics but at times our basic sense is just enough to analyze certain situations.
Reach is the Instagram metric on which almost all of us rely on heavily. Reach indicates how many unique viewers have seen your post. An increase in reach will signify an increase in brand awareness.
Reach vs Impressions : Impressions are the no. of times the ad has been placed/shown to a viewer. It can be the same person viewing the ad 5 times in case of impressions vs only unique viewers seeing the content when we talk about reach. Impressions are always higher as compared to reach.
The higher the reach, the better the chances of improved ad performance against the set budget.
Note: The reach on reels would be considerably high as compared to traditional posts. Reels are fairly new and the algorithm is in the favor of the creators so any reel can just blow up with the right mix of content.
#Profile Growth (Increase in Followers/Unfollow Rates)
Keeping track of how many followers you have gained to how many unfollows helps in keeping track of the growth results on Instagram.
Many brands tend to keep a close track on the increase in followers rate however unfollow rate needs to be tracked regularly. If the unfollow rate is very high then the Instagram page overall is not growing even if there is slight increase in followers. Cost per actual followers is a sub metric to keep a track on once you know the unfollow rates.
This insight is very helpful in understanding what content is working when there is a spike in the followers and what content isn't working when you start getting unfollows.
Note: Having a tight knit community which engages with the brand and actually enquires/makes purchase is more important. Followers are important but followers with no engagements are of no use.
#Instagram Reels
Instagram reels are a huge trend. If you are not posting reels on Instagram then you should start doing this immediately. Instagram reel engagements were as high as around 30%> as compared to traditional posts.
Brands posting shorter video content have seen higher engagement rates. Reels were the most popular type of format for the year 2022. Brands are also making reels an important part of their strategy. The demand of reels from the advertiser's side has also led to a massive trend towards this format.
Instagram reel analytics are the metrics to look at. Reel interaction and Reel plays needs to be tracked down and can be compared with other reels as well for better understanding of which content is outperforming.
#Instagram Stories
Instagram Stories are another form of content for the audience and a popular one too.
The disappearing nature of content clicks well with the audience and hence it is important to track this metric. Story reaction, replies, taps needs to be kept a tab on.
Content in stories form are addictive and the engagement rates are very high.
Multiple Instagram stories helps to capture a bigger imagery and has a bigger impact as compared to just one single post. More story views implies that the audience is interested in the brand's day to day updates.
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