Learn how to get buy-in from your team by translating your Instagram success to your marketing goals
To most marketers, the value of adding Instagram to your social media marketing plans is an easy and obvious decision. But sometimes you need to be able to prove the value of Instagram marketing to your team members or your client. We love providing examples of how Instagram marketing can engage your fans and promote your brand. To help show the value to the rest of your stakeholders, the information below will explain what data you should be measuring to translate your Instagram marketing success. You can also check out our new ebook 'Using Instagram Data to Drive Marketing Insights' to learn more!
Instagram’s engagement rate being higher than other top social networks creates an opportunity for your brand to build relationships with your community and identify your most involved members. The participation from your community is powerful in both determining who your customers are and who is most passionately engaged with your brand. The photos that these individuals share can tell you a lot about their characteristics and interests which can inform your future marketing decisions. Using systems like SEEN’s Insight Reporting to measure these hashtags and your community’s participation can make this learning simple.
Brand affinity is one of the most important factors to measure with your overall marketing strategy. Your community’s affinity for your brand can be easily measured by monitoring their engagement with your posts on Instagram. There are a few different metrics to monitor brand affinity. Comparing the engagement of the branded user-generated content that your community is sharing to the other posts they’re sharing can give you an idea of how well your brand is resonating with their followers. Using the pIQ score, you can determine what type of content is resonating with your community. Secondarily, you will want to see what content you’re sharing that is getting the best interactions from your community. By continually leveraging metrics like Relative Engagement, you can normalize the interactions on your posts to learn what content your community likes at an exceptional level. This can help guide your Instagram content strategy.
As you get an idea of how people are participating with your brand and how they’re responding with your content, you can take it to the next level by measuring the exposure growth of your branded posts and tags over time. Monitoring the total reach of your brand’s tags shows you how many people are exposed to your promoted content by calculating the number of followers for each post that are potentially exposed to that tag. Drilling down even further will show you your unique reach by individual user. Tracking these metrics and the follower growth of your brand and community will give you a picture of the exposure your Instagram content is gaining on your overall marketing initiatives.
By understanding the Instagram metrics to monitor, you can better understand the affects of your Instagram marketing on your overall marketing initiatives. Use these data points to convince your team or your clients to take your Instagram marketing to the next level.
Dive deeper into Instagram analysis by learning more about the data Instagram provides and what it can do to drive your marketing success by downloading our new Instagram Insights ebook