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How to Measure Your Instagram Marketing Success

Instagram Analytics


How to Measure Your Instagram Marketing Success

To analyze whether or not your Instagram activity is positively impacting your business, you need to measure how your posts are affecting your brand or products.

How strong is your content strategy?🤔

Whether you are gearing up to open a new business account or already have one but steering towards an approach that is more result-oriented, there are several vital indicators which can help guide you to ultimate Instagram success.

All you have to do is listen to what they’re showing you.

Here’s how you do it ⇣

How effective is your marketing on Instagram?

Measure Instagram success

1. Posts Performance: Improving your Instagram posts

2. Follower growth

3. Followers’ Reach and Impressions

4. Followers engaging with your brand

5. Effectiveness of Hashtags

6. Stories performance

Find out what is the top-performing Instagram content 👇

#1. Posts Performance: Improving your Instagram posts

Making sure your content resonates with your target audience it's crucial for you as a social media manager.

Instagram is your brand’s playground, where your brand identity unfolds in a visual, creative and efficient way.

Establishing a strategy of success for your posts can help you grow your following in a reliable and sustainable way in the long run.

Check the posts with the most engagements and those with a minor engagement and identify some factors that probably resulted in the difference.

You may find differences in the types of posts (meaning whether you post more images, videos or carousels), writing captions that are too long, or not using hashtags correctly.

  • Look at your top IG posts

Start by analyzing your top posts and identify similarities.

Top Instagram posts

Look at:

  • whether they’re images, videos, or carousels
  • look at the captions and subjects they address,
  • Note their engagement and reach
  • See which ones receive more comments
  • Find out the number of hashtags they have and look up how popular those hashtags are
  • Benchmarking: Look at what competitors are doing

There are several tools that can help you determine these metrics. One of them is Socialinsider which lets you track your Instagram performance against your top competitors.

This means you get to see how well your competitors are performing by comparison and look at their overall engagement or their top posts.


Maybe they have a trick up their sleeve that can stir up some ideas for your own brand, or maybe they know some insights about the audience that you missed.

Or they simply post more.

This will allow you to post more informed material on your next attempt.

#2. Follower growth

One of the main KPIs of any social media marketing should be the growth of your profile.

That means making sure your content reaches as many people as possible, and is interesting enough that it convinces those people to follow you.

On the other hand, if you notice there’s an obvious and consistent decline in your number of followers, it’s a red flag that your strategies are in desperate need of a do-over.

Grow Instagram Followers

You need to measure it over a period of time - say a month -  so that you identify the growth, such as a specific day when you had a significant surge.

You can then research to determine what you did to inspire the spike so that you can replicate it.

#3. Followers’ Reach and Impressions

To make sure your profile is growing, it makes sense to understand how many people actually get to see your post or profile, as well as how many times Instagram shows it to users.

Check your reach

You can do so by monitoring the reach and impressions your posts get on average, as well as the reach and impressions your overall profile receives.

Profile reach and impressions

#4. Followers engaging with your brand

This one is crucial.

As soon as your Instagram is up and running, it is essential that you ensure your followers are subsequently engaging with what you post through either commenting or liking them.

Having a big profile with tons of followers doesn’t amount to anything if those followers are dormant and ignore your posts.

But to properly compare your engagement with other brands, it’s necessary to look at an average engagement rate per post, meaning the average engagement of a post divided by the number of followers the page has, all multiplied by 100.

Instagram posts' engagement

Your standard Instagram engagement rate per post should be between 1.45% and 1.92%

Anything above that means you’re doing a great job!

It is also essential to identify your involvement per post rate for you to understand the type of posts that spark engagement within your target audience.

#5. Effectiveness of Hashtags

Hashtags should another crucial element of your Instagram marketing strategy.

Aside from generating more engagement, Instagram posts that have hashtags also significantly increase the discoverability of your posts.

Using the right amount of hashtags and choosing them wisely can increase engagement significantly.

So it is important to identify how far your hashtags have scaled since it indicates your brand’s reach.

When measuring the effectiveness of using hashtags on your posts, you need to focus on factors such as which terms inspired the best results.

Instagram hashtags

Take a look at your top hashtags.

You can identify the hashtags that are most common in your top-performing posts, gaining engagement, as well as the hashtags from your posts that are shown to users the most.

Try different combinations of those top hashtags and measure results.

Instagram hashtags tips

If your want to further optimize the way you use Instagram hashtags, there are a few tips that typically lead to good results:

  • Use popular hashtags mixed with more specific hashtags.
    Popular hashtags may give you more exposure to larger audiences, but sometimes the competition can be so big that your post will get lost in the feed. That’s why you should play it safe and include specific hashtags, with lower competition.

  • Include branded hashtags
    It’s all about branding. Think about creating branded hashtags for campaigns or activation to make it easier for people to follow specific campaigns.

  • Think of how many hashtags you’d need to use
    Posts with 27-30 hashtags do not bring the peak engagement, study shows. Despite not performing badly across the board, posts with close to 30 hashtags never went up to the higher levels of engagement, compared to posts with a lower number of hashtags. So stick with fewer hashtags.

  • Think of your hashtag placement: caption or comment
    There’s been a constant debate on whether to use hashtags in captions or in the first comment. And that's because it highly depends on your profile size or on whether your KPI is reach, impressions or engagement.

Data shows that:

  • Profiles with fewer than 5K followers have performed best when using 6 hashtags in the caption.
  • Profiles that have between 5K and 10K followers have performed best when using 5 hashtags in the first commen
  • Profiles that have between 10K and 50K followers have performed best when using 2 hashtags in the caption.
  • Profiles that have between 50K and 100K followers have performed best when using 8 hashtags in the caption.
  • Profiles that have over 100K followers have performed best when using 6 hashtags in the first comment.

Find out more amazing Instagram hashtag stats! 🤓

#6. Stories performance

Stories have an amazing power to captivate and engage the audience.

Not to mention that they provide great opportunities to humanize the brand and allow your audience a ‘behind the scenes’ perspective.

At the same time, you can also use stories to showcase your products in a more entertaining way.

By keeping an eye on your stories posting habits, your top stories, your best story hashtags and the retention rates of your stories, there’s quite some insights you’ll discover.

Instagram story retention

For example, the retention rate by the number of stories published per day will tell you how many stories you should post in a day before your audience taps out.

On average, the optimal number of Stories within a day is up to 6 Stories where brands are keeping more than 70% of their Stories viewers engaged.

Discover more Instagram story stats! 🤓

Final thought

Instagram engagement means merely the level of loyalty your followers have for what you post.

But the reality is that you can control that loyalty. The key is in the extent of interest, interaction, and involvement which your follower-base shows towards your content.

Keeping an eye on your posts’ performance, followers, hashtags and stories, you can significantly increase engagement.

To speed thing up, you can use a few marketing automation tools that will prove very helpful.

Simply put, when you measure your Instagram marketing correctly, you can find out what your audience is expecting from your content and give it to them.

Start a free Socialinsider trial today and track your Instagram analytics!

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Adina Jipa

Adina Jipa

co-founder @ Socialinsider

Making successful mistakes as a co-founder @socialinsider. I love writing about social media strategies, psychology & consumer behavior.