Data analytics technology has become an important pillar in modern marketing. Companies that use data analytics effectively can see tremendous results.
One of the ways that you can use data analytics is with social media marketing, especially on Instagram. Instagram is a very popular social networking site that helps brands reach customers all over the world. Unfortunately developing a successful Instagram marketing strategy is easier said than done. Data analytics technology can help make it a lot more effective.
Nowadays, you’ll find everything from corporate companies and small businesses to celebrity brands and local entrepreneurs on Instagram. While the video-sharing app has become an essential marketing tool, it takes more than just a hashtag and a picture to make it work for you.
Why You Should Use Data Analytics to Create a Successful Instagram Marketing Strategy
Instagram marketers have found that analytics tools can help them be much more successful. However, before you can appreciate the benefits of using them, you may need to understand why Instagram is a worthwhile social networking site in the first place.
The latest available statistics indicate that:
- There are 1 billion active monthly Instagram users worldwide
- This number is projected to increase to 1.2 billion by 2023
- 500 million people view or use Instagram Stories daily
- In the U.S., 62.1% of users access Instagram every day
- 85.4% of American Instagrammers access the app monthly
- 8 out of 10 users follow at least one business
When you consider the above stats, it’s easy to see why engagement is crucial to using Instagram effectively. If you want your brand to stand out among the sea of accounts, all vying for an audience, you’ll need to up the ante.
Unlike traditional marketing, a data-driven Instagram marketing strategy must account for various online factors. These include trends, ever-changing customer behavior, conversion rates, and overall analytics. Knowing these aspects isn’t enough, though.
If you want to leverage Instagram to its fullest potential, engagement with your followers should be at the top of your priorities list. Check out the four proven strategies below to help you excite, inform, and connect with your audience by using data analytics to its potential.
What Does Instagram Engagement Mean?
Before we dive into our top four data-driven strategies, you must understand what engagement means first. On any social media platform, it can be considered a measure of your followers’ loyalty and, therefore, your online worth.
While the size of your audience matters, their degree of involvement with your content counts most. It’s what ultimately leads to marketing success. If you have 1000 followers, but only 200 of them interact with your posts, then you’re doing something wrong. You’re wasting a golden opportunity to expand your reach and grow your business.
Successful Instagrammers with high engagement rates can negotiate with other companies and influencers to advertise for them at lower costs. Similarly, a brand ambassador with active followers can charge more to feature a product or service. You will need to use data analytics to track the following metrics.
Measuring Engagement
With the above in mind, it’s vital to gauge how well your posts are doing. You can use Instagram’s native analytics tool to measure data on engagement, but various software programs are also available. Here are some key metrics to consider:
Followers
Your number of followers is an obvious and essential factor to monitor. However, this figure alone doesn’t shed much light on the success of your engagement efforts. You’ll also want to analyze how quickly your audience is growing.
A simple formula you can use is:
Growth rate = the number of new followers divided by your original count 100%. You can use a variety of data analytics tools that measure follower count automatically.
Likes and Comments
Likes are a baseline indication of how popular your posts are among your followers. Meanwhile, comments give you a more qualitative understanding of what your audience thinks. Remember to respond to them.
This is another area where data analytics tools can be very helpful. They will measure likes and comments.
Shares and Saves
When followers save or share your posts, it means you’re providing valuable, relatable, and intriguing content. It’s also crucial to look at the ratio to determine what percentage of your audience is doing this. There are also a number of data analytics tools that can track social shares and saves across Instagram.
Impressions
This is a metric that tells you how many people saw and interacted with a specific post. It also shows you how many followers didn’t react to your content. It’s a useful tool you’ll find under the ‘Activity’ tab, but the data only lasts for seven days. So, make sure you check it regularly.
Instagram Stories
Instagram Stories only last for 24 hours, but they’re an excellent indication of how many people actively engage with your daily content. Unique views, direct messages, and the completion rate are all valuable metrics to bear in mind.
Engagement Rate and Performance
With the above insights, you can accurately measure your engagement rate, but how do you know if you’re hitting or missing the target? Using Instagram’s native analytics, the industry standard is considered as follows:
- Low engagement = less than 1%
- Average = 1% to 3.5%
- High = 3.5% to 6%
- Very high: 6% and above
Now that you have a better idea of what to look for and how to measure it, you can use the following proven strategies to boost engagement.
Find the Best Time to Post
There is another huge benefit of using data analytics for Instagram marketing: optimal scheduling. There are a number of data tracking tools that can help you see which times of day get the most engagement, so you can post at the best times.
You could be wasting a golden opportunity because you’re not posting at the optimum time of day or regularly enough. It may seem like a simple hack, but uploading content when the majority of your audience is active encourages engagement.
An Instagram account typically consists of unique followers in various time zones. By considering your brand and target audience, you can determine when your posts are likely to be seen by most users.
Instagram’s algorithm often rewards highly engaged content by moving it to the top of your followers’ feeds. This exposes your brand to more people and aids in boosting interactions.
Be sure to monitor and track your analytics or use an online tool to find your optimal post times. There are even tailored software programs to help ensure you never miss an ideal occasion to upload content. You can find some of the best Instagram schedulers at the Sked Social.
Be Vulnerable and Authentic
Today’s digital landscape has significantly changed the way people perceive businesses. The data suggests that around 86% consider authenticity a key factor when deciding what brands to support.
As a relatively recent phenomenon, Millennial and Generation Z consumer sentiment demands honesty, transparency, and accountability.
Your brand needs to be more than just the products you sell, the services you offer, or your logo design. By telling your story, sharing your philosophy, and embracing vulnerability, your followers will relate to your content. As such, they’re likely to engage and share your posts more often.
How does data analytics help in this regard? There are a lot of data mining tools that help you see which types of posts perform the best. You can see how to optimize content to look most authentic based on results from other content on Instagram.
Leverage Instagram Stories Stickers
Instagram Stories Stickers are arguably the best way to interact with your audience directly, gauge their opinions, and jump-start conversation topics.
Influencers and businesses alike use the Ask Me Anything (AMA) Question Sticker to give their followers insight into their brands and products. You could also use the opportunity to find out what your audience thinks of an upcoming promotion or event.
Speaking of, the Countdown Sticker is a fantastic tool that ignites a sense of excitement when you’re about to launch a new product or have a sale. Your followers can subscribe to receive reminders and updates.
Meanwhile, the Quiz Sticker allows you to share multiple-choice questions and monitor the results. Use it to gauge the popularity of an item or to gather other insights.
Create Unique and Valuable ‘Saveable’ Content
While likes and comments are essential, ‘saveable’ and shareable content can dramatically boost engagement. When you create posts that your followers want to revisit later or send to a friend, you’re encouraging them to promote your brand sincerely.
Use carousel posts for practical tips, interesting infographics, or even a relatable meme. If you do it right, your followers will find your content valuable and relatable – leading to more saves and shares, and ultimately, more engagement.
Data Analytics is Very Useful for Instagram Marketing
Before you can boost your Instagram engagement, you need to understand what it means and how to measure it first. You will also discover that there are a number of huge benefits of using data analytics to boost your Instagram marketing. Once you have a deeper appreciation of the metrics, you can:
- Find the best time to post
- Be vulnerable and authentic
- Leverage IG Stories Stickers
- Create unique and valuable ‘saveable’ content
Implement these strategies successfully, and you’ll be well on your way to boosting your Instagram engagement. Data analytics tools can help you considerably.