8 Important Instagram Metrics in 2020
We are going to take a look at the 8 important Instagram metrics in 2020 that you should monitor. We previously discussed the Instagram algorithm and its importance in your Instagram strategy. However once you have started to implement this strategy it is also important to monitor your progress. So if you are new to social media analytics and metrics this article is for you. We are going to look at 8 important Instagram metrics and what they mean.
#1 – Reach
This is a really important metric to monitor. In the past all the focus was on engagement rates, however with the removal of “likes” from Instagram things are changing. Therefore reach is a more appropriate metric that brands can monitor. The reach metric indicates how many unique accounts have seen a post. There are naturally many ways of using this statistic and interpreting the results. So if you are looking to grow for example brand awareness you want to see this number grow significantly. If you notice an increase or decrease in reach of a particular post, you can look at what you did differently. Did you use different hashtags ? Did you use a different kind of visual or call to action etc… The reach metric will give you valuable insights that you can action to enhance the performance of your Instagram posts in future.
So some of you might at this stage be wondering what on earth is the difference between impressions and reach? You’re not alone here! In its most simple form reach is the number of times your post was displayed to a unique account. Impressions on the other hand looks at how many times your post was displayed regardless of “duplicate views”. For example if I see the latest post from Charlize Theron about her dogs twice that would count as two impressions but only one reach. See simple… Now you can also probably see why reach is more than impressions.
#2 – Saves
So “likes” are out and the new flavor of the day is, “saves”. “What?” did I hear you ask. Let me explain. Saves are the best thing since sliced bread in the Instagram universe. You see if a viewer likes your post they can save it for later viewing by tapping the “bookmark” icon on the bottom right of an Instagram post. This is really important info, especially if you are sending out calls to action like a special offer etc… So if people start saving the post you know it is being well received by your target audience. The higher the number of saves, obviously the better. This way you can also test two similar posts and see which one is more effective. Saves can give you great insights on what to post in future.
Pro tip: You can increase the number of saves by reminding people to save your posts. For example you could tell them to save a post of a gorgeous food dish with a link to the recipe site. You get my drift …
#3 – Sales
This is one area that Instagram has certainly gotten right ! There has been a huge focus on the commercial aspect of Instagram. Instagram has helped brands drive sales by introducing, shoppable posts, Instagram Story Stickers, Checkout and shoppable AR Filters. To track sales from Insta you can hop over to google and add UTM Parameters to any of the links you use. Now you can track all the info you need, conversion traffic via google analytics and obviously the revenue earned. Instagram also has another great feature, linkin.bio. If you have not taken a look at this feature yet then this is a definite must! As Instagram does not allow direct links on your normal feed therefore your linkin.bio page is the answer. Here you can direct your potential clients directly to to your website or E-Commerce links. You can for example link your shopify store to your linkin.bio page making it instantly shoppable! This is also a great way to track your sales from Instagram.
#4 – Engagement rate
As the focus is shifting from likes to engagement one needs to be aware of metrics like engagement rate. Basically this metric shows you how well your audience is responding to your content. The engagement rate takes into account, comments, sharing and and liking. If you are not using a social media management tool then you might want to know how this calculation is done.
(Total Likes + Total Comments) / total account followers x 100
If your engagement rate is high then is shows that people like your content and are engaging with your brand. If the rate is low there are some things to consider. Either you are posting your content at the wrong time or your content does not have the right message to your audience. It is also important to note that certain posts may differ in engagement rate due to their nature i.e. a video vs photo. These two would have a different engagement rate due to video being watched vs a photo being liked. So it is also important to understand the user experience and any actions that are associated to that experience.
#5 – Story Views
So this is an interesting one. The trick is to keep ’em hooked. Well how do you do that? Hmmm not easy unless you are a super model or actress… you get the point right? Okay well the first step is to see what captures people when they are watching your stories i.e do they watch all your slides. It is important to monitor what people like and at what point they switch and exit your story.
When you monitor story slides it is important to note that each slide has its own metric. So now you can begin to look at the story’s performance.
- First check the completion rate of each slide. This will show you where people fall off if you are losing viewers. I.e. slide 1 could have a 100% completion rate but slide 2 a 90% completion rate. This would equate to a 10% drop off rate in real terms.
- Calculate the Story watch through rate. This is simply taking the number of viewers at the beginning of your story and subtracting the number of views of your last slide. Divide this by the initial views and voila you have a percentage rate. This shows what percentage of viewers actually looked at all the slides from start to finish.
- Slide 1 drop off rate. This is really important as it will show you if people are actually engaged with your story to begin with or not. No point in creating a 8 slide story and 80 % of viewers drop off at slide 1. This metric will give you valuable insights into what people really want to see.
#6 – Posting Times
This is really important and will differ from business to business! Each audience will have different times when they are active. It is really important to get into the mind of your audience and understand the lives that they lead. This will definitely help you figure this out quicker. There are two ways of getting the desired info. Firstly if you are using a service like Buffer or later they will give you this kind of info on paid plans. however you can also get the info on Instagram itself. Just go to your Instagram account and click onto the little menu bar at the top right hand corner. Click on Insights and voila there is some cool info. you will see some metrics on content, activity and audience. Head over to the audience tab and get the desired info. Note: You will need 100+ followers to access this info. That is the only downside for new accounts. But usually it won’t take that long to collect 100 followers with decent content.
#7 – Growth
While you are in this insights tab you can also get some valuable info “follows” and “unfollows”. Although it is important to grow your follower base, our advice to businesses is not to get too concerned with follower count. What is more important is how your followers interact with you. It is far better to have a very engaged audience than a large follower count that does not engage at all. Reminds me of a story of three little bears… too hot, too cold and just right!
#8 – Traffic
The last important Instagram metric in 2020 for you to measure is your traffic. Depending on what software you are using to schedule you should get a report showing how much traffic is being directed through to your website. You can also take a look at your google analytics and take a look at your acquisition metrics. This will show you exactly which social platform is referring traffic to your site.
So there you have it in a nutshell, the most important metrics to monitor if you are running an Instagram Account in 2020. We will be posting more content and tips on social media platforms so just follow us on the links below: