Analytics is by far one of the most important tools to help a company sell on the social media platform. Yes, driving traffic to the website is equally important, but how do you find out what happens after that? That is where web and social media analytics comes to play. Every social networking site has its own set of analytics that are both accurate and user-friendly. While Facebook, Twitter, Pinterest has inbuilt analytics, Instagram was lacking in it. Though Instagram shares the same ad platform as Facebook, the platform does not yet have an analytics tool like Facebook’s Insights and Audience Insights. Fortunately, there are a number of third-party Instagram analytics tools available for businesses and marketers to measure their marketing efforts until recently when Instagram announced its insights feature – Instagram ‘Business Tool’that will be made available directly in the app for its users!
While this happened, Instagram again made heads turn for yet another new launch – ‘Business Profiles’. This tool is truly an advantage for small businesses, which can enjoy the ease of mobile marketing on Instagram which will also help reduce the gap between the consumers and the brands. While Instagram’s carousal ad sets and videos have already been helpful for easy marketing, introducing mobile ad-buying and Analytics, which will help view the most viewed and liked posts, post engagement rate, website clicks, impressions, reach and a lot more is definitely a big step for Instagram that has been appreciated by 500 million users who see 95 million posts amongst which a minimum of 48 million posts are ads by marketers every day. If you are still deciding whether to use Instagram for your brand – here is a guide on how startups can use Instagram.
Key Features of Instagram Analytics
Instagram Analytics dominantly focuses on Follower Demographics and Post Analytics. Below, you can view your top posts segregated by Instagram based on its impressions for a 7 day or a 30 day period. This will help you understand how many people viewed your posts other than just liking it, giving you an accurate engagement rate, thereby helping you understand if there is a need to improve your marketing.
Amongst all the information that is available, Follower Demographics is a very useful tool, especially for the small time marketers. It helps them discover where their audiences are coming from. Apart from exact locations, it also helps determine the right time to market to them from different time zones.
Again, similar to any other analytics tool, Instagram also lets you break your audience by gender and age to quickly analyze if men or women have contributed to the most number of views, likes and engagement rate.
The ‘Followers’ module is yet another major advantage for marketers to keep a track of the time and the number of hours their consumers are on Instagram on a selected day. This will again help them understand the right day and time to advertise which will surely be beneficial to grow the brand.
Apart from hardcore analytics tools, Instagram has also been experimenting with a few other profile features that seem to be quite useful for businesses to lead traffic to their websites and increase their sales. One of these features is the new ‘Contact’ button besides the usual ‘Following’ button.
The ‘Contact’ button is a linkable location tag which when clicked will show two things – ‘Email’ the user or ‘Get Directions’ on your maps to their store.Since finding the location of Instagram brands has been a major pain point for both marketers and users alike, this new feature will be of some aid.
The second feature is a direct plus-point for brands/products that have been looked around or searched a lot in social media. While hashtags are used on Facebook and Twitter to quickly spot these products, Instagram has introduced an extra line underneath the name in the profile.
While these features are not yet open to all users, they have been introduced for marketers in the US, Australia and New Zealand and in the following months, will be accessible on a global level, including India. Boasting over 300,000 marketers leveraging on Instagram, it has become an ideal platform for small businesses to resort to a much easier and visually appealing mode of marketing that will be directly benefited by this new Analytics tool amongst the others and other special features for brand building.
We will have a more detailed analysis once we are able to use the tool for more brands.