Reach… Engagement… Performance… These are just a few of the many different kinds of metrics available to Instagram users today, across various platforms. And although these figures can be useful, it can sometimes feel like you’re just going through the motions, checking each and every stat for the slightest change since the previous day. Sound familiar?
If you’re a business on Instagram, the chances are you have a Business Profile with access to Instagram’s native Insights. Instagram Insights are great for checking up on how well your latest post has performed or how many people watched your Stories over the past 24 hours. For the more in-depth analysis of your performance, you’ll need a tool which can give you access to customizable metrics to really gauge your problem areas and strengths.
So without any further ado, let’s take a look at:
4 metrics on Iconosquare for Growing Your Instagram
1 – Follower Growth Tracking
Tracking your growth in order to grow more may seem like strange advice, but it’s actually really important. Look out for peaks in your follower growth and check back in your posting history to see if those peaks correspond to specific posts.
Likes and comments are proof of an engaged community – the most important element of Instagram marketing. Follower growth tracking is essential for growth – which is the most basic element – because as nice as it is to see which posts have received the most engagement, unless you know which posts actually increased your follower count, that information is not directly helping you grow.
2 – Advanced Media Searching
Advanced media searches allow you to look up more than one hashtag at once for a really specific search. As opposed to the system in place on Instagram, where you type in a hashtag to find media which corresponds to that hashtag, on Iconosquare you can narrow down your search to an incredibly small number of results.
What’s more, as well as searching for hashtags, you can make your search even more specific by selecting different engagement and account criteria. Select criteria like the number of likes the post must have or the minimum/maximum number of followers the poster must have to be included in your search results. This means that your search is 100% tailored to your wishes.
But why is media searching necessary for growth? Let’s imagine you’re a small shop selling organic products online. You’ve just started using Instagram for your business and you have no idea what kinds of posts will help you to grow a community from scratch. You can use this tool to look up the posts using keywords relating to your business, posted by users with large communities. By posting similar content on the same hashtags, your appealing to these large audiences, and with time, you follower count will increase.
3 – Hashtag Tracking
Hashtag tracking is useful for many reasons, mainly to check up on the performance of the hashtags you use on Instagram, but also to scope out new hashtags you haven’t used before to gauge their potential before you try them out. There are three important things to look out for when tracking hashtags strategically for growth.
The first is: Which hashtags are getting the posts associated with them the most likes and comments? In short, to ensure you’re only using the most engaging tags on your own media, you’ll want to take a look at the levels of engagement being generated by each hashtag you’re tracking.
The second is: Which hashtags are the most popular (have the most posts)? You’ll need to check out the total number of posts on each hashtag you track so you can potentially choose a slightly less popular one for your own posts. Sounds contradictory to the first point, but this way, your posts are more likely to show up in search results, as opposed to if you’d used a massively popular hashtag which would mean competing with potentially millions of other posts.
The third point is: Who are the influential users of these hashtags? Make a note of them and get in touch with them to potentially widen your scope of visibility on Instagram. Influential users (or ‘influencers’) can make great partners for product pushes, and can really help increase your follower growth.
Choosing the best hashtags for your business can be difficult. Have a read of this blog post for some tips on how to select the perfect hashtags to gel with your brand.
4 – Competitor Tracking
Last but not least, competitor tracking is a pretty amazing tool when you think about it. You get to take a peek at what other companies like your own are up to on Instagram – right down to how often they post and the times they like to post at. It would be a shame not to make the most of this opportunity to improve your own efforts and really give those rivals a run for their money!
You can use the competitor tracker tool to compare hashtag usage between yourself and other brands, and maybe grab some inspiration from their hashtag cloud for your own account. Comparing your competitors’ most used hashtags to your own can help you to understand which hashtags work best with their community and then try them out on your own. You’ll more than likely gain followers every time you try out a new, popular hashtag in your industry.
Another tip would be to check out their most liked, most commented and most engaging posts, once again simply for inspiration. If you have the similar communities, the chances are yours will engage with the same kinds of posts as theirs does, and vice versa. So don’t hesitate to note down a few ideas for posts for your own account!
What Instagram metrics and tools do you use? Let us know in the comments below!