The primary strength of Instagram is engagement.
It is the top social media platform that receives the highest engagement rate. According to Forrester, engagement – measured by likes, shares and comments from consumers – is also off the chart, boasting a rate of 4.21%. That’s 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter.
A Selfstartr study brings more up-to-date statistics: on Facebook only 32% of users regularly interact with brands, compared to 68% of Instagram users.
While this is a positive feedback, it could be challenging to track a profile’s performance.
At times, the most challenging part is to know which metrics to focus on. Is it the comments, followers, likes, engagements or hashtags?
Either way, don't limit your Instagram marketing performance using the native app, use complementary analytics tools to track your Instagram performance.
Today, I'll show 7 reasons why you use you should use an Instagram analytics tool to track your performance as opposed to the native app.
Let's dive in!
7 Reasons Why You Should Use An Analytics Tool To Track Your Instagram Performance
- Don’t lose any data
- Access historical data for posts and Stories on Instagram
- Get complete data for the engagement reports
- Wow your clients with reports
- Compare your Instagram performance against top competitors
- Base your Instagram changes on data
- No need to share your Instagram credentials with other people
When switching to a personal profile on Instagram, the app resets your entire profile. In the end, you lose your important stats and metrics for your account. However, you can access your profile metrics while using an Instagram analytics tool.
All the analytics apps have a feature that will let you privately save your Instagram posts, engagement reports and profile evolution for later use. Therefore, you’ll not need to screenshot the native app.
👉 Continue reading: Instagram Analytics Tools - The Complete List For Every Budget
Instagram itself will only show you the data for the last 14 days for Stories or last week for the engagement reports. The Instagram analytics tools will give you access to unlimited data for your account.
In doing so, you will be able to determine how your content strategy on Instagram posts is performing. Are they getting ample return on investment?
Engagement reports show the engagements per follower. As in, your brand’s engagement compared to its audience. Of course, having thousands of followers on Instagram has a great impression. But what happens when your followers go silent? Surely, they won’t be doing any good to your brand, is that right?
The Instagram native app doesn't show data for the engagement evolution, while using an Instagram analytics tool measure metrics such as: average engagement rate per post or profile, engagement rate, followers' growth over time, the most engaging post, etc.
A third party app will calculate the engagement rate per profile for you. But just for you to know, engagement rate is determined using two numbers. First is the total number of engagements (comment and likes) all divided by total followers.
👉 Engagement rate = (comments + likes)/total followers
Alternatively, to calculate the average engagement per post, sum up all the comments and likes on a certain day and divide by the number of posts on a given day.
👉 Average engagement per post = (comments + likes)/ total posts
To get the average engagement rate per post, sum up the comments and likes on a certain day and divide by the number of posts on that same day, then divide by the number of followers.
👉 Average engagement rate per post = ((comments + likes)/ total posts)/total followers
No need to be good in numbers, Instagram analytics tools got you covered.
The results will indicate a few things:
- Post consistently (at least once a day)
- Try videos, live videos, and Stories
- Post at your best times
- Engage your fans
You can increase your Instagram goals by analyzing what has yielded great results in the past.
Instagram analytics tools such as Socialinsider let you download the data as .pdf or .ppt version. Save time while the tools create the reports for you.
You can collect all the Instagram insights into “presentation-ready” reports.
On the subject of marketing, competitors data is like gold. Tracking the failures and successes of your competitors can save you resources, time and money.
Using Instagram analytics tools, you’ll get insight into your competitors. For instance, you’ll know how your Instagram content performs compared to theirs. Likewise, you’ll know what yields success to them and you’ll compare comments, likes and follower rates.
Having these crucial data will let you know why you have been failing and improve on it. Improve your creativity or content if that is what has yielded success to your competitors.
Why should you track and measure your Instagram analytics?
Regularly tracking and measuring the changes in your analytics – both the good and the bad – you’ll be better when planning your social strategy. That's why you need to get a complete picture of your account performance. Being able to make better, informed decisions in the future will help you grow your Instagram business account and increase the conversations rates.
Set - set the right Instagram goals for your business and make sure it's measurable. For example, your goal could be to have an average engagement rate of 10% by December 2018.
Track - weekly, monthly or quarterly put time aside to review and record your metrics. Using an Instagram analytics tool, you don't have to Keep a spreadsheet with all the key metrics you want to record. These tools show you the most important insights for your account.
Review - analyze the positive and the negative patterns with your audience and content strategy.
Improve - the key to making the right changes to your Instagram marketing strategy is to apply the learning from the metrics. Base on Instagram decisions on the data behind your Instagram audience and content.
If sharing the Instagram credentials with other people - let's say a VA or a social media manager - is a concern for you, then using an Instagram analytics tool offers confidentiality.
Would you like to get more reports for your Instagram profile, yet stay confidential? If so, why don’t you use an Instagram Analytics tool?
Now that I've covered everything there is to know about the analytics tools vs. the native app, let me show you what metrics the analytics tools don't show you (API limitations). Make sure you use the right tools and don't get banned:
- Reach & impressions are available only for own profiles
- Discovery - the number of accounts reached
- Profile visits - the number of times that your profile was viewed
- Interactions - actions taken on your account
- Stories stickers - what stickers you used in Stories
My recommendation is to keep an open on the native app for some metrics, but save time and use an Instagram analytics tool too.
What are your Instagram experiences with the analytics tools?
📷 by @hautier
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