The Instagram account statistics allow you to
learn more about your audience, both in its demographics in its preferences for
content.
However, it is quite easy to get lost among all the information available, especially when you start in the analysis of the
performance of your Instagram account.
The social network constantly evolving and always bringing
new features, I propose for this year 2019 to take stock of the account
statistics to know absolutely for your marketing.
1) The performance of your hashtags
Well known to Community Managers, hashtags are
simple tools to promote the referencing of your classic publications
and Instagram Stories. If it is possible to use up to 30 in the caption of a photo/video, it is often not necessary/relevant to insert as
many.
However, it is essential to regularly look in the individual
statistics of your publications, to what extent your hashtags have favored the
discoverability of your account, that is to say, the number of impressions
generated thanks to them.
This information is accessible once you have converted your
account to a professional profile: click on "View statistics" at
the bottom of the photo/video as below:
You will then have access to a lot of data, including in
particular the number of impressions earned by your publication thanks to the
hashtags you have entered:
According to some American media, it would be very soon
possible to be able to know the details of the performance of all the hashtags
added, which would allow us to know those actually generating visibility for
our account.
Here is an example below:
2) The scope of your publications
Reach is the number of followers of unique people reached Buy Instagram Followers. You will then want this number to evolve positively
as you animate your account.
You have to understand the difference between reach and
impressions, the latter being the number of times your content is displayed on
users' screens, users can see your publication several times (when scrolling
their news feed, sharing in a private message or during a profile visit).
To get the scope of your publications, you can either:
- go to the level of the
individual statistics of each publication
- go to the overall account
statistics level:
To access these, you must go to your profile page, then
Click on the three horizontal bars at the top right. You will be offered
access to statistics:
If you don't see an improvement in reach as time goes by,
consider optimizing your use of hashtags or going through new levers to gain Instagram followers.
3) The attention retention rate of your Stories
One of the most challenging aspects of creating Stories is
always finding new ideas that will interest your subscribers. You will
want to create content that will have an impact on the people who follow you,
and above all capture their attention from start to finish.
Once you've figured out what type of content is really
appealing to your audience, you can then refine your strategy.
But then, how do you determine which photos/videos work
best on your account?
This is to analyze the statistics of your Stories and
in particular the reach data to know when you lost your viewers.
Here
are different methods:
- Calculate the abandonment rate
of your Stories: this is the percentage of
people who stopped watching a Story between the first and last slide. Calculate this by noting the scope of your first slide, then subtracting that number with the scope of the last slide, divided by the scope of the first slide. This will give you a percentage of the number of people who gave up reading your content before the end of your overall story.
- Calculate the abandonment rate
after your first slide: your first slide of Instagram Story must absolutely grab the attention of your viewers to encourage them to watch your other content. To determine how engaging your first slide is, you can calculate the percentage of people who stopped watching your Story on the first slide. You will then need to note the scope of your first slide, subtract the scope of the second slide and divide by the scope of the first slide.
- Calculate the completion rate
of your Story: how many people saw the last slide of your Story? Your completion rate for your Stories is a good indicator of how well your content is capturing the attention of your subscribers. To calculate this, note the scope of your last slide and divide it by the scope of your first slide.
With these different calculations and percentages, you will
have a good benchmark of metrics allowing you to improve the engagement of your
subscribers to your content.
4) The best times to post
Did you know that you can have a real impact on the
engagement and reach of your publications by posting at the
right times?
It is very simple to change this parameter in the animation
of your account, which can have a strong impact on the growth of the number of
subscribers to it.
The easiest and most accessible way for everyone to know
when to publish content is to go to the overall performance statistics of our
account, in the "Audience" section:
5) The engagement rate
This indicator is extremely important because it will allow
you to know to what extent the subscribers of your account but also all the
people reached by your publications interact on them.
I wrote an article on the subject which I invite you to
consult here: How to calculate the engagement rate on Instagram?