How to analyse the success of your Instagram strategy
Social networks have become one of the most powerful and important communication channels of the moment. Through them you can increase your visibility, reach your target audience and meet many of your business goals.
Currently most companies use these channels to increase their community and increase their conversions.
The social platform of reference is Instagram, one of the most used networks with over 1 billion active users.
However, not everyone that uses Instagram as part of a communication strategy takes the time to analyse the impact of their actions and therefore their success on Instagram.
This is an essential part of any digital marketing strategy. It's vital to later optimise your strategy and increasingly focus on obtaining the expected results.
As with any digital strategy, it is important to understand the impact of the actions in order to make a subsequent analysis and define what has been successful in order to continue doing it and what hasn't been, in order to change the strategy.
Benefits of analysing your Instagram strategy
Before diving into an explanation of how to best analyse a marketing strategy on Instagram, we're going to take a look at some of the benefits that carrying out a proper analysis can bring your brand.
Here are just some of the many benefits associated with the analysis of campaigns:
✅ Helps you figure out the kind of content that works best with your specific strategy.
✅ Allows you to pinpoint your best posting time frame on Instagram: the hours during which your content has the most interactions, the hours in which your followers and audience are the most active!
✅ It shows the actions within your strategy that didn't perform as expected, allows you to modify them and enhance the ones that did provide the expected results.
✅ Helps you keep track of your social relevance, profile, presence...
✅ Figuring out wether it's worth it to focus your investment on Instagram for your communication strategy.
How to analyse your Instagram strategy
Every social network offers internal analytics. That is, on Instagram you can enter the analytics section and check out the main metrics to know how your strategy is working.
Also, like all social networks, Instagram has an analytics section within the mobile application itself.
In order to access these analytics you must have a business or content creator account on Instagram.
If your account meets this requirement, if you go to the statistics section within your Instagram profile, you can access all the information.
There you will discover interesting data about your account such as:
- The evolution of your community
- The accounts reached
- Interactions of your audience with your content
In this section of Instagram you can analyse your profile and content to draw your own conclusions and then make the decisions you think are appropriate to optimise your strategy.
With external platforms
More and more external tools such as Metricool analyse social media accounts in a complete way and show users the most interesting metrics to analyse their strategies.
What metrics to analyse
All the data that you get from your Instagram strategy is important and can help you guide your communication.
But there are some metrics that are important and must in consequence be prioritized and never neglected.
Engagement is the data that allows you to know if your content is successfully impacting your followers.
Engagement cannot be missing from your analysis ... it's the key data that will answer the most important question: do your followers like you?
Do not forget to frequently measure engagement to keep a current follow-up and know whether your social media marketing strategy is working or not. You can measure it through other more visible metrics:
- How many times users share your posts with other people
- The interactions they make with your posts: likes, comments, etc.
The growth of your community
It is the metric that will tell you if your follower count is increasing or decreasing over time due to your strategy.
You can get relevant information for you and your company by asking yourself questions like:
- Have my followers grown since I implemented the strategy?
- When I generate more content, do I gain more followers?
- Why is my account losing followers?
Interactions with your content
Content is very important on Instagram, and if you don't work on it, you're not going to achieve the success you hope for.
By analysing the likes, comments, shares and saves, you will be able to know what type of content your audience likes the most. And thus, focus the strategy moving forward with that type of content.
Tips to improve your analysis on Instagram
Measuring a digital strategy requires organisation.
Within the analysis process you need to manage a lot of data, metrics, information ... If you don't organise the data that seems relevant to you, you may end up with too much information without knowing what it is for.
That's why we're going to share with you some tips to improve and optimise the process of analysing a strategy on Instagram:
▶️ Set the analysis frequency: it is recommended that you decide from the beginning the periodicity with which you are going to measure your analytics.
▶️ Analytics reports allow you to later compare actions that have been taken at different times.
Optimise your strategy after analysis
Pinpointing exactly what's not working within a strategy can be tricky... However, there's a few tips you can implement to help you in the process:
- Use your best hours: when we talk about analysing and optimising an Instagram strategy, we have to focus on the content we publish ... But also, we have to analyse other types of aspects: do you publish at the correct time so that all your audience can see it?
- Set a posting frequency: don't over do it, but don't come up short either. We must establish a frequency of publication according to our audience ... You wouldn't want to bombard them with content to the point where they unfollow you, but you also don't want to publish so little that they'll forget about you, right? Run tests and decide how often you should post to get good results.
- Interact with your audience: if you want to have a good engagement rate and grow your community, you have to take good care of them. Keep interacting with them: reply to their comments, like them, reply to their private messages ... Show them that you care.
Now you're fully equipped to carry out analysis concerning your Instagram strategy! What's more, you'll be able to redirect your strategy and pick up on its weak points.