understanding your insights

understanding your insights

Now we've gone over the basics of content - it's time to delve a little bit further into the video aspects of content. Video is the fastest growing content type on the platform - and is the most important factor. As humans we prefer video content, and tend to engage with it far more than photos or graphics!

click to go straight to a section or scroll through chronologically

content strategy 

In this section, we are going to look at:

  • Setting goals

  • boosing engagement with content strategy

  • creating value

  • consistency and frequenct

what you need to know about brand collabs

building strong relationships

content interactions

In your interactions section, you'll be able to see exactly how people are interacting with your content - and a complete breakdown on how you are performing with each of the different metrics!

 

REMEMBER: There is no one metric that is more important than the other - the rumour that 'saves are more important' than other metrics is just that, a rumour.

 

You should measure your performance across metrics based on what type of account you are. If you are an informative or educational account - then yes saves would be an important metric to look out for, as this gives you the knowledge that your post was informative enough for a person to want to come back to later! This metric may not be

 

 

Important however, if your account is not educational or informative! Remember to always think of factors why your metrics might have changed week on week, or month on month. For example: in the screenshot above - my interactions were down 41% from the previous month. This looks pretty drastic - but when I put it into context it makes sense. The previous month, I had run a very successful giveaway - which would have doubled my content interactions! Always make sure you are looking at your insights with context. Just because something has decreased, doesn't necessarily mean you're doing something wrong. It could just be, like this example, circumstancial!

Audience

The Audience tab tells you all about who is following your profile and what demographic brackets they fall into, how active they are, when they are active and how your follow count has changed. Within the Audience tab of Instagram Insights, you’ll find 4 key sets of information about your followers, let's break these down for you now:

  • Gender – The percentage split of your followers

  • Age Range – The age brackets of your follower

  • Top Locations – The locations of your followers based on City and Countries

  • Followers – The most active times of your followers, by hour of the day and days of the week

These are important to know as it will help you suss out who is already following you, allowing you to tailor your content a little more to your audience. This is also valuable information when it comes to working with bands - as a brand will most likely want to work with an audience who's demographics match their own target customers!

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You can also use the audience tab to understand whether you are gaining or loosing followers. Whether you did anything on certain days that made your followers spike and whether you can replicate that (in the example above - we spiked when we were featured in a newspaper!) This can also show you whether your current audience is your ideal audience - and if they're not, think about why they might not be. Your content? Who you engage with? Too many bot followers?

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content

When you click on the 'content' tab of your insights, you will see all the stats relating to your feed posts, story posts, and promotions (if you have run any). This tab allows you to look through your post insights for the last two years (toggle-able by the last week, month, three months, six months, year or two years!), and allows you to sort your insights by twelve different metric types.

what do these different metrics mean?

Calls: The number of accounts that followed a call to action to call you

Comments: number of comments on your post

Emails: The number of accounts that followed a call to action to email you

Engagement: The amount of accounts that Liked, Commented or Saved your post

Follows: The number of accounts that started following you because of your post

Get Directions: The number of users who tapped Get Directions after seeing your post

Impressions: The number of times your post has been seen

Likes: The total amount of likes on your post

Profile Visits: The number of times your profile was viewed as a result of your post

Reach: The number of unique accounts that have saw your posts

Saved: The number of users that saved your post

Website Clicks: The number of times your website was clicked on because of your post

Polls are great because they're so EASY! They don't require your followers to use much if not any brain power at all to answer! They simply have to click on the answer that appeals to them most! For this reason, using polls can be super engaging!

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quizzes

Quizzes are essentially a more sophisticated version of polls. They allow you to add multiple answers for your followers to choose from!

 

They can also be used as actual quizzes, where you can engage your followers to guess the answer to a questions. Good ideas for this are 'four truths and a lie' or 'which one have I not done in my life'. Get creative!

 

increasing your reach

Polls are great because they're so EASY! They don't require your followers to use much if not any brain power at all to answer! They simply have to click on the answer that appeals to them most! For this reason, using polls can be super engaging!