As you know social media marketing is an integral part of digital marketing strategies. There are some Key Performance Indicators (KPI) to evaluate the performance and success of your business as well as other businesses. By using these KPIs you can understand how well you get closer to your goals. These days, Instagram is the most popular platform among other social media and thus, it becomes a desirable platform for digital marketing.
In this article we are going to explain the KPIs of Instagram so that you can simply evaluate your performance.
“Insight” gives you some useful information about the total interactions on your profile and user`s behaviours so that you can plan and schedule your Instagram activities.
“Interaction” contains the total number of actions and activities taken by your account in the past week. Additionally, by using a graph you can see which day of the week has the most inetractions. Moreover, this part shows profile visits, website clicks, emails and calls separately.
“Discovery” shows the total number of profiles that visited your account by using a graph. Furthermore, the total number of times your profile has been seen is called “Impression”. “Reach” is also the actual number of people who has seen your posts. It should be noted that duplicate user accounts are not considered in Reach.
This information is highly helpful for evaluating page activities and understanding the growth rate. Moreover, you need to compare page activities over a specific period of time, based on your goal. For instance, if your goal is to increase website traffic even without considering the number of Reach or Impression, you will achieve it by an increase in click-through rate. While your goal is increasing brand awareness, more profile visits show your success.
“Content” consists of Posts, Stories and Promotions. This part gives you a comprehensive analysis of what you did in your account.
“Feed” posts show the last 6 posts based on most impressions. Additionally, you can sort the posts by content type (images, videos and photo albums), time period (7days to 2years) and your favorite KPIs (Engagement, Reach, Follows, Likes, Saved, Get Direction, View, Profile Visit, Call, Email and Text) to analyze the outputs. Furthermore, Instagram has recently added a new feature that you can tap on a link in posts or stories in order to shop online. If your goal is to increase sales, you can simply see the click-through rates in this part.
Under this section of Instagram Insight, you are able to see the information you need include likes, comments, shares and saved.
Go to “Interactions” in order to see which one of your posts performs best for your target audience. “Discovery” gives you more detailed information. For example, Reach, the number of people who were not your followers but viewed your posts or number of people who decide to follow you due to your posts. Moreover, in the Discovery section you can see which part works effectively for gaining Impression: Main page, Hashtag strategy, Profile or Explore page.
The “Story” is another part in which you can view the insights of your story. The “Interaction” shows the number of accounts that have seen your story or the number of replies to a particular part of your story. Additionally, you can see the people`s reactions to the story in the “Discovery” part.
Some KPIs are essential to understand the type of content that works best for your users. For instance, Impression, Reach, the number of people following you after viewing your profile, or the number of people interacting with you by email or SMS.
Keep in mind that there is no definitive metric for determining the quality of content and hence, the field of your business and your organization`s goal is the right metric to evaluate your success. For instance, the high number of likes and comments is not a reliable metric for evaluating your success.
The final part is the “Audience”. In this part, you are able to get a better understanding of your follower`s location, age-range and gender. Furthermore, this part allows you to create content based on your target audience’s tastes and interests. You are also able to know the time in which your followers are most active and thus, you can plan your Instagram posts to reach the most possible number of users.