And how to change that.
In order to get where you are going- you need to learn from where you have been.”- Melanie Rudin
Instagram and Facebook offer terrific insights within the program to help you improve your feed. These platforms want to show the very best content to keep viewers engaged so they will reward high-performing content by showing it to more people. Before we go further let’s define a few terms
Engagement rate: all your likes, comments, and saves divided by the number of followers at the time of the post.
Reach rate: the number of people who have seen your post divided by the number of your followers.
Engagement on reach: all your likes, comments, and saves divided by your post’s reach number at the time of the post.
Example: If you have 100 followers, your post got 20 likes, but 150 people have actually seen it, your traditional engagement rate would be 20%, whereas your engagement on reach would be 13%. The latter is more exact if you’re looking to determine the actual success of your post beyond just vanity metrics. For more detailed explanations of Instagram metrics, check out this post.
The average engagement rate on Instagram is 4.7%
Step 1 to leveling up your social feeds’ productivity for referrals is to track Key Performance Indicators (KPIs). These can be found on Instagram.
Using Insights on Instagram
If you have a scheduler for your social media information is available for these KPIs otherwise you can find this information on the insights pages of Instagram. I suggest a 7 day tracking period Here’s how to find the information:
Click on the 3 lines in the right corner of your profile
Click on Insights in the pop-up menu
In the Posts section click on See All (right corner)
Click on button that says “1 year ” and choose “7 days“
Choose button that says “Reach”
Reach is the white number in the black oval for each post
In 7 days worth of posts:
1- How much impressions did each post get ? Add the reach per post and divide by the # of posts. That will give you an average # of impressions- an indication of how much reach you currently have-
# of posts ________ divided by # of people reached per post_______= average reach _______
You can extend reach in a number of ways: by adjusting your hashtags, posting your most engaging content types, posting more on your most productive days/times.
2. What is your engagement rate? This will tell you how many people are interacting with your feed
Divide the number of likes, comments and saves for 7 days by the total number of impressions x 100%= engagement percentage
Average # of followers for the week _____
divide by total # of comments, likes and saves for the week_____
If you have 100 followers, your post got 20 likes, but 150 people have actually seen it, your traditional engagement rate would be 20%, whereas your engagement on reach would be 13%. The latter is more exact if you’re looking to determine the actual success of your post beyond just vanity metrics.
Profile visits are an important KPI as your profile brings people closer to making contact with you. Profile visits can be found in the Insights area under the tab labelled Activity. This area will also tell you activity by day, total reach, total impressions.
# of profile visits _____
Once they have visited your profile how many are clicking through to your website?
# of website clicks _____
These are very basic KPIs that will tell you how your profile is performing as a baseline and show you areas to focus on in order to make your Instagram profile start driving visitors to the next step.
Comparing these numbers week to week will help you gauge whether your efforts are getting people to engage with your brand.
Set up a call with me to go over the numbers and get advice to improve your results! Schedule a session by emailing me at firstname.lastname@example.org or call 917.548.4049