Are you struggling to create reports for your clients?
Without a strategy and specific tools, this can be unbelievably hard sometimes.
This article will show you a step-by-step guide on how to design Instagram reports for your clients and what insights you need to include.
I've also included a free template to help you save time and a lot of energy.
Create a monthly analytics report for your clients
- Define social media KPIs
- Establish the Instagram KPIs
- 12 Instagram metrics you should measure every month
- Engagement rate
- Engagement on reach
- Top performing posts
- Followers growth
- Average reach rate per post
- Website taps
- Story reach rate
Before start aggregating data and writing some actionable insights, think of the KPIs for the profiles you manage on behalf of your clients.
Instagram KPIs help you measure how effective a business is in achieving its key set objectives on Instagram. It actually helps you know whether you are taking your client in the right direction.
Review your KPIs before starting writing a report ⇣
When it comes to engagement, Instagram is the queen of marketers.
According to Later, 81% of businesses see engagement rate as the most important metric for success.
If you want to boost your client engagement on Instagram, then you must know when and what to post.
For instance, if you post when most of your target followers are not active, then you will definitely get less engagement. You need to know when your target audiences are active and post at that particular time.
To increase engagement on Instagram, these ideas might help:
- Post Stories
- Start conversations with Instagram Stories stickers
- Write longer captions
- Use branded hashtags
- Engage with your community through comments
- Go live
- Lead generation
One of the main goals of marketing a company on Instagram is to increase your leads. The quality of leads that you are generating will show you if your marketing strategies are working or not.
If you employ the right marketing techniques, then more people will click the link to your website and take an action that you ask them to.
If you want to generate more leads on Instagram, then you must create an engaging content that your followers can relate with. You also need to include a compelling call to action that will make people click the link.
- Sales generation
Leads that don’t translate to sales are not useful. Sales generation is very important especially if your clients Instagram account promotes products.
Keep in mind that every month 130 million Instagram accounts tap on a shopping post to learn more about products.
With features like the checkout, users can buy a product they like without leaving the app.
Encourage your audience to explore your products by posting high quality and engaging content, responding to everything, including a call to action, sharing Instagram stories among many others.
Sales generation and leads go hand in hand. If you don’t generate leads, then your sales will also go down. On the other hand, if you target the right leads, your sales will go up.
- Brand awareness
One of the most effective ways to increase brand awareness is by using branded hashtags. Not only do Instagram posts with branded hashtags get more engagement but they also make your post more discoverable.
Statistics have shown that posts with hashtags gets around 13% more engagement than those that don’t have. Hashtags on Instagram can be compared to keywords on search engine optimization.
Branded hashtags that make your post more discoverable just like keywords that bring more traffic to the website. They help increase your brand awareness by making your post more engaging and discoverable.
You need to do your research to know which hashtags get the most engagement.
Once you have identified them, start including them when posting your Instagram content. This way, you will increase your brand awareness enabling you to gain more followers.
Take a look @adidaswomen. Adidas created new Instagram spaces to geek out on women products and they created a micro-community on Instagram for women.
To increase the brand awareness around this new community, they created clear ambitious and inspirational messages and some product oriented posts using inspirational hashtags: #adidasWanderlust.
Once you have the KPIs established, dive deeper and add these Instagram metrics when reporting to clients:
The engagement rate measures the number of people who have engaged with your postings. It includes measuring the number of likes, shares, and comments that your post has received.
Engagement rate from a single post can help you determine things that your followers like and those that they don’t. This is very important because it will help you change your strategies and only post content that your audience can relate and engage with most.
Average engagement rate per post is computed as percentage by dividing the total engagement that you get by the total posts for a time range.
For instance, if you’ve been posting 50 posts for the past two months and your posts got 1,000 likes and 100 comments, the average engagement rate per post is 11% which can be translated that on average 11% of your Instagram audience engage with your content.
It is very important to calculate the engagement rate to know how your client's account is performing. This way, you will also know strategies that you need to implement to improve the engagement rate.
If you're not good at math, you can opt out to use an analytics tool like Socialinsider which calculates the engagement rates for you and gives you insights on competitors' actions.
Measuring the most engaging posts help you determine which posts are performing well on Instagram.
You can see which ones are performing by using Instagram insights native app:
- Step 1: Access the insights
- Step 2: Tap on Content
- Step 3: Go to the Content section and select See all
- Step 4: Filter them by engagement, follows, impressions, likes, profile visits, reach, saved or website clicks, then choose the period needed: 7 days, 30 days, 3 months, 6 months, 1 year or 2 years.
Posts are crucial elements of Instagram. In fact, it is very difficult to run a successful marketing campaign without them. By correctly analyzing your top posts, you will be able to know the types of content that your target audience prefers the most.
The number of followers that your clients have determines how frequent your content appears on the users feed section. If you have more followers, then it means that your content is appearing more on the user feed.
The number of followers also determines the impact that your client brand has on Instagram users.
If you have more followers, then it means that your brand has a positive impact on many Instagram users. Slow follower growth means that you need to go back to the drawing board and re-strategize.
Instagram native app doesn’t give you this metric, that’s why you need you keep track using an excel or tracking your analytics with a third-party app.
Followers growth is computed as percentage between the difference between Total Followers February minus Total Followers January divided by the Total Followers of January.
You can extend this formula and apply it every month you’d like to measure.
To keep track on this metric you need to use an excel or a google sheet where you should note every month the total number
Reach metric measures the percentage of your followers who have viewed your content.
Reach is different from impressions because it only counts the number of users who have seen your content.
For instance, if one user has seen your content five times, then it will only count as one as opposed to the impression which will count as five.
It is possible for your content to have more impressions but very few reach, which is not a good thing. This metric helps you to determine how many people have viewed your content. If the reach is low, then you will get to know the reasons why and what you need to do to improve reach.
You can see this metric within the Instagram analytics native app or accessing Socialinsider's dashboard.
As we have discussed before, impressions metric refers to the number of times users have viewed your post.
Unlike reach that focuses on the number of users who have viewed a post, impressions metric mainly focuses on the number of times your Instagram post has been seen.
It does not really matter if all the taps come from a single person. This metric can help you know if your post is engaging or not.
Impressions metric can be accessed using Instagram mobile app.
Just as its name suggests, story views measure the number of people who have viewed your stories on Instagram. This metric will give you an insight into how users are interacting with stories that you post on your clients Instagram account.
Studies show that the Stories reach rate for brands with an audience smaller than 10k followers reach more 9% of their audience with Stories.
If there are fewer views and engagement, then it means that most users are not resonating well with your stories. More views, on the other hand, means that most users are relating well with your stories.
The information that you get from this metric can help you make necessary changes in your stories to improve user engagement.
Story reach metric is computed as percentage by dividing the Stories viewers by the total number of followers.
This metric will help you know how many users have clicked the call to action link on your Instagram ads. Instagram added a new feature that allowed users to generate click to their websites using Instagram ads.
By measuring clickthroughs for Instagram ads, you will get to know if your strategy is working or not.
If their less are fewer clickthroughs, then it means that you need to do something to generate more clicks.
Hashtags play a crucial role in enhancing brand awareness on Instagram. Since they were introduced on Instagram in 2017, they have become integral tools as far are brand visibility is concerned.
You can create your own hashtags and encourage other users to use when posting their content. You can also use a hashtag that is already trending.
Here's a helpful guide on how to measure your hashtags performance with Socialinsider ⇣
Competitors audit is a concept that helps to identify and evaluate your competitor’s strategies to determine their strengths and weaknesses and compare them to strategies that you use.
If you want to take your clients Instagram marketing plan to another level, then it is crucial to conduct competitor’s analysis. It will help you know where your competitors are at the moment and what strategies they are using.
Here are four steps on how to do a competitors audit on Instagram:
- #1. Analyze your competitors' profile
Crucial things to consider when analyzing your competitor’s followers include the number of followers that they have, how their profile picture looks, the strategies that they are using to market their business as well as what they have written in their bio.
By analyzing your competitors content profile, you will get to know their marketing strategies and what you need to do to outshine them.
- #2. Describe their profile, theme, bio, and CTA used
Carefully analyze your competitor's profile, bio, theme, and CTAs used and compare them with what you have for your client.
- #3. Analyze your competitors' content strategy
Crucial things to consider when analyzing your competitors content strategy include the way they write and type of content that they post.
If their content has a high engagement rate, then it means that their style of writing is appealing to users.
- #4. Identify the influencers your competitors are working with
Influencer plays a big role in determining the success of a business on Instagram. Take your time to determine the influencer that your competitors are working with and the impact that they have on their business.
Your Instagram report will not be complete without actionable insights.
Collecting data is very important but is not enough. In fact, data without insight is worthless.
If you want to ensure that the job is well done for your client, you need to assign meaning to the collected data and that is where actionable insight comes in. Actionable insights help to drive change and influence future decision making.
Insights work as a blueprint and describe what it should be done, and how it should be done to achieve success.
As a social media manager, you need to describe some actionable insights based on KPI and actions.
Instagram is considered the best social media platform for business because of its ability to market your brand and help you connect with your target audience.
If you want your clients brand to thrive on Instagram, then you need to track the metrics on a monthly or quarterly basis.
Tracking the right metrics will help you know how your client brand is performing, how your client’s competitors are performing what they are up to as well as strategies to implement to ensure that your clients brand performs well on Instagram.
Tracking Instagram metrics is a must for any social media manager who wants to run a successful marketing campaign for their client’s brand.