All of your questions on Instagram campaign analysis are answered here!
To understand the success of your Instagram campaigns you need to know what metrics matter and how to measure each of them. Instagram campaign analysis mainly serves two purposes. The first is auditing what happened to ensure that what you planned for your campaign did in fact happen. The second is to learn from your Instagram campaign to learn what worked and what improvements you can make in the future. To help with the important metrics and how to measure them, we’re answering all the top Instagram campaign reporting questions with help from the SEEN Insights platform.
How do I know how much content was shared with my campaign?
Knowing how much content was shared with your campaign is a necessary top-level metric to measure. This is important to be aware of but don’t let this number define success for your Instagram contest. You need to dive deeper into the campaign's sharing to get a better understanding of the sharing.
You can see how many posts are shared with your campaign's hashtag simply by searching in the Instagram app. But this will show you the total number of posts from public and private accounts shared at any time. You’ll want to make sure your Instagram campaign management tool shows you the total posts that are eligible for your campaign, which are shared from public accounts specifically within your campaign’s time frame.
Measuring the amount of content shared with your campaign will give you a baseline of your success but this shouldn't be the only factor you look at to determine how well your campaign did.
How do I know who was sharing?
The amount of visual content shared is an important metric to know but you want to dive deeper into that sharing to measure who was driving this participation. This will help you understand both the growth of the campaign's sharing as well as who your most passionate fans are. When measuring the sharing with the hashtag, analyze the user participation to see if there were a lot of posts from the same people sharing repeatedly or if there were a wide variety of people sharing. Neither is necessarily better than the other depending on the campaign's activation. If the same people were sharing a lot, you can see who those enthusiastic participants were and reward them for their activity. If it was new people sharing, then you're doing a great job of promoting your hashtag and reaching a wider audience.
Measure who was sharing with User Participation reports from the SEEN Insights platform. The User Participation report will show you the unique percentage of people who are sharing with your campaign to get an understanding of who was driving your content creation.
By using the User Participation report to measure who your sharing is coming from you can learn who you should be rewarding for their sharing and how you should be promoting the contests to reach a wider audience.
How do I know when the posts were shared with my campaign?
Measuring when content was shared with your campaign can help you understand when your community was active and the affects of your promotional tactics. Analyze the days and times that content was shared to identify the times that you should be sharing. Compare the peaks & valleys in the sharing to your promotional tactics to see how they impacted each other. You want to use your owned media to drive your earned media and analyzing the daily sharing with your campaign will show you how that’s working.
Use the Daily Analysis Breakdown to see when the posts with your campaign were shared. Though it’s not a direct attribution, you can compare when you shared to this report to measure which of your posts were the most successful in encouraging people to participate in your campaign.
By analyzing when posts were shared and the engagement gained each day, you can know when your community was most active with your campaign to help measure its success.
How do I know which visual social networks saw the most sharing?
If you’re running the contest on more networks than just Instagram, you’ll want an understanding of which networks saw the most sharing. This will help you know where your audience is and where you should be focusing your content promotion. Analyze how you were promoting on each network and how the sharing on those platforms correlated with those activations. You'll find areas for improvement and also know which networks are best for you.
Analyze this sharing with a Network Breakdown Report. You'll want to look at both the sharing and the reach achieved on each network. Typical Instagram focused contests that also include Twitter will see around two thirds of the posts shared coming from Instagram while two thirds of the campaign's reach comes from Twitter.
Analyze the network sharing to understand which networks work for you and how you can tailor your marketing to fit them. Because each visual social channel comes with its own advantages and disadvantages when utilizing them. Smart social media marketing tactics will differ depending on the network you’re using and the audience you’re trying to reach.
How do I measure the reach of the contest?
Knowing who was reached with your campaigns will help you understand who your audience is and how far reaching your various media promotions are working. By analyzing who your campaign is reaching you can make sense of the success of your promotional efforts and build on this to reach an even wider audience.
The two main factors you want to be looking at with your reach reporting are the Total Reach and the Unique Reach. The Total Reach will show you the number of followers of your campaign’s participants at the time they shared each post with your campaign. Total Reach shows you how many people were potentially exposed to your campaign’s content. The Unique Reach will show you how many people were uniquely exposed to content from the campaign. It shows you the number of followers each individual participant had when they shared with the campaign. Unlike Total Reach, this metric doesn't provide the total aggregate of each post.
Measuring the reach of your campaigns can show you the size of your audience. Comparing this against your promotions can show you who you're reaching and which promotional tactics work best to reach them.
How do I know who was driving the reach?
After you understand who was reached from your campaign you want to identify who was driving this reach to connect with those members of your community for further promoting. To grow awareness of your campaigns and increase your user-generated content promotion, you want to know which members of your community are reaching the most people.
Using your Reach Reports, isolate the people who were creating the most reach by both their Total Reach and Unique Reach. You want to take note of the individuals who have a high following count and Unique Reach but also through with a high Total Reach who are sharing frequently with your campaigns.
This will help you understand who your community is promoting to and the people who should be rewarded to encourage additional sharing. When you find people with a high follower count who aren't sharing as frequently, create opportunities for them to share more to their followers.
How do I know which types of content performed best?
You want to measure the engagement of the different types of content in your campaign to identify the themes from your community. This will help you build your content strategy for future posting. Analyze what's being shared with your campaign - by your accounts and your community's - and look at the interactions of each of those posts to learn what you should be sharing more of.
The identification of these themes can be generated with metrics like the pIQ Score and Relative Engagement to see what the real engagement of the posts were. By comparing these metrics on different content types you can find the successful types of posts to share.
When you learn the types of posts that are driving the most engagement, share more posts that match these themes to better predict your content's success.
How do I measure the campaign's overall engagement?
Aside from the content shared with the campaign, another factor of success that needs to be measured is the campaign's overall engagement. Measuring the baseline engagement with the campaign can show you how well your campaign concept resonated with the audience it reached. This should be taken into consideration as one of the factors of the campaign’s overall success.
The campaign's engagement can be measured with Engagement reports. You want to measure the amount of interactions each post got in the campaign and what the average engagement of the posts in your campaign were. Looking at the campaign's overall Relative Engagement can show you how well the community interacted with it and what your future opportunities are.
If you're above the Instagram average of 3% Relative Engagement then this campaign can be considered successful in terms of your engagement. Campaigns that are over the average Relative Engagement should be considered for longer-term activations. And campaigns that are under the average should be reevaluated to identify ways to improve interactions and participation for your community.
How do I know who was driving this engagement?
When measuring your campaign's engagement you want to know which members of your community are creating this engagement. Measure the interactions each campaign participant gained on average to see who was driving engagement with your campaign and who was sharing some of the best content.
With the likes and comments of each post and user recorded, use the pIQ Score and Relative Engagement to identify as your tools for this identification. These are the Instagrammers that will help take your own Instagram engagement to the next level.
This will help you identify community members who can help promote your campaign with engaging content. These individuals can act as an inspiration for the content you should be sharing and can also serve as authentic influencers for your content promotion.
How do I measure the contest's lead generation?
The metrics that show you who your campaign reached and how they engaged with the content are great at showing the campaign's social successes. But if you're using the campaign to support your other marketing initiatives then you need to look at how you built relationships from the campaign. It’s important to use the campaign as an opportunity for lead generation to connect with your target consumers.
Contests on Instagram should be run to supplement your other marketing initiatives such as your email marketing campaigns. When you’re leveraging the SEEN Registration tool with your Instagram contests to collect contact details from your participants, use the Campaign Registration Reports to track who is registering with your campaigns. This will show you the audience you’re growing for other marketing promotions and which members of your community want to opt-in to additional communication from your brand.
We always encourage our partners to run more than just one-off campaigns and use each campaign as an opportunity to support their overall marketing. By using the Registration tool and reports with your contests you can achieve this goal.
How do I measure the follower's I've gained from the campaign?
In your efforts to use campaigns to grow you overall marketing, measure the community you're growing from the campaign by looking at the campaign's follower growth. Increasing your following on Instagram is always a top priority for savvy social media marketers so measure the resulting growth from your campaigns you activate.
Use Follower Growth Reports to measure how your audience is growing on Instagram and compare this growth to your promotional tactics to gain a sense of which tactics are helping you increase your following on Instagram.
Campaigns can be an opportunity to interact with your community in order to grow your Instagram following on the network. By taking the right calculated actions with your account you’ll be able to make measurable gains towards driving this audience growth.
These reports will help you understand the metrics that best determine the success of your Instagram promotions. Use them to audit the performance of your activations on Instagram and apply the lessons you learn from each campaign to future social media marketing initiatives.
And to take your Instagram reporting to the next level download our free guide on Using Instagram Data to Drive Marketing Insights!