How to measure Instagram marketing success

How to measure Instagram marketing success

There are more than 600 million active users on Instagram and more than 500,000 businesses already engaging with them.
On Instagram you publish photos and videos for fun. And sometimes it’s really difficult to find inspiration every day.

How do you understand if you’re successful?

You need to track the content you post and look at the right metrics and results.
There are four important factors to carefully analyze.
1. Engagement
2. Awareness
3. Traffic
4. Mention
Let’s see them one by one

1. Engagement

If you don’t have enough engagement on your Instagram posts it means you’re doing something wrong or your content is not relevant for your audience.
The main thing to understand in engagement  is how many people are connecting with you on Instagram, therefore to see how many followers leave comments on your posts.

If you want to test and see how many of them are really following your Instagram photos and videos ask them something in your description, let them know you’re interested in their opinion.
Another factor to consider in measuring engagement is your direct messages, one of the best ways to connect with your followers and make them feel you care about them.

2. Awareness

Awareness is one of the metrics to look to see if you’re doing a good job on Instagram.
We all need awareness for our brand.
It’s important to know where to look in order to understand how to measure our brand’s awareness on Instagram.
The most popular metric are the number of followers, but it’s not the only point we need to take into consideration for measuring the brand awareness.
The second most important metric is a post’s likes (photo or video). How many of your followers like your content?
The “Likebutton in social media is only a simple factor of measuring your brand awareness.
On Instagram, the number of “likes” on a post is just another metric to calculate brand awareness measurement.
The third metric, views on Instagram Stories (who is watching our Instagram Stories) we should look at more often.
There are more than 150 million active users who use Instagram Stories consistently. Looking at the numbers of views on Instagram Stories lets you know how many followers are interested in this type of content.

3. Traffic

There’s only one place where you can use a link on Instagram. This is on your profile page at the description of your bio.

How do you see how much traffic your Instagram account brings?

Use Google Analytics. Go to your analytics account, select Acquisition -> Social -> Overview and you can see your top social networks sources that bring you the most traffic.

How can you bring traffic to your website/blog through Instagram?

Although there are many strategies and ideas to bring traffic to your website/blog, the easiest one is to create a visual related to your blog post. Let your community know in the description you just finished a blog post and ask them to click the link in bio.

4. Mention

Another metric to measure are the mentions.
Mentions are an important measurement in your Instagram strategy success.
The word of mouth is the best marketing tactic to use. If you want your brand to get more engagement, awareness or website traffic, consider this metric as one of your top strategies.
How many of your followers use the tag option in their posts when they post something related to your brand?
Instagram is doing a great job with their on going project called weekly hashtag project (WHP). They’re challenging Instagram users to post something creative during the weekend.

And then they curate those posts and choose a few of them to showcase at the beginning of the next week.

How can you measure your mentions on Instagram?

See how many of your followers tag your brand on your post. Show them at your profile, so your community can see who is tagging your brand.
Another strategy is to launch a hashtag and see who uses that hashtag, post regularly with that hashtag and let them know about it.
In conclusion, Instagram is about creating great content that engages with a community so they talk about your brand.
These are the 4 metrics you should use to measure your Instagram success.
Measure all of them or choose which one suits your brand, this only depends on your social media strategy.