Before we get into today’s blog about social media metrics make sure your Instagram is set to Business Account or you won’t be able to see anything mentioned below.
Have you heard of this little thing called insights on the profile page of your Instagram account? It really just means analytics but Instagram just had to be different! Look for this button at the top of your profile to see insights from 7 to 90-day periods. Insights basically explain how your posts have been performing. You can also look at the bottom of each post to see how it performed.
Now let’s review these insights from most important to least important (because some matter more than others when you are planning your social media content.)
This interests me so much that I want to look at it later.
This interests me so much that I want others to know about it.
I have a question or want to support what you’re doing.
The total number of accounts reached (the more the better chance of engagement.)
Tap tap I like this (kind of like ghost engagement, silent support but nothing else, not sharing or communicating with you.)
Likes are great but it is considered a vanity metric when it comes to analyzing your analytics and post-performance.
The ultimate goal of Instagram (and sometimes we can forget this trying to keep up with all the new trends on social media) is to convert followers into customers or clients. So are likes really showing you or helping to measure if someone will convert to becoming a customer or client? The answer is no.
Now the secondary goal of Instagram is building up your community and establishing trust. A more impactful way to convert a follower to a paying customer or feel like you have a solid community on Instagram is by looking at your comments and messages. Where are the interactions happening that actually feel more social? Just double tapping on a photo isn’t going to get you there.
The summary is measure likes but don’t let them take up your whole world!
The prospect of running your own Instagram can be daunting, but we’re here to help. We create Instagram strategies with a focus tone establishment, clear messaging, and aesthetic consistency. Contact us today about our social media services!