With over 2 billion active users worldwide, Instagram, which was once a photo-sharing app, has grown into an ideal channel for marketing. The platform even offers a very handy analytics feature for influencers and marketers called Instagram Insights. Instagram Analytics or Insights will help you understand your followers, engagements, and audience active time on Instagram. It’s like the pot of gold of marketing data, and with the right Instagram Analytics, you can maximize your Instagram marketing strategy, and here’s how.

Understand Your Reach by Analyzing How Audience Discovered Your Content

One of the fundamental goals of marketing strategy is to reach as many people as possible. To achieve that, you need to find out how far your reach is and how people find you, and then from there, you can re-strategize for a maximum reach number. To start, pick the post you want to analyze, click “View Insights,” and scroll down to “Discovery.” It will show the number of Instagram users who discovered your content through their Home page, your profile, Explore tab, and Hashtags, and also the number of followers your account gets directly after viewing that post.

Each number gives different representations. A high number from the Home page means people saw your content organically in their feed and indicates that audiences are highly engaged in your content. While the number from Explore tab means you are reaching new audiences and have a chance at turning them into followers. Try to analyze your Discovery post-by-post basis to find which content and method pairing is the most effective. If most people find Reels about your products through the Explore tab, then it’s best to focus on product Reels to reach more people.

Understand Your Audience Demographics

Understanding your target audience is essential in any marketing strategy since it will allow you to create more personalized content and focus on your target audience. Because if you try to appeal to everyone, most likely, you will end up appealing to no one. Plus, audiences are more likely to stick around when they feel your contents are relatable, and Instagram Analytics or Insights is a great place to get to know your audiences.

The Audience tab inside your analytics dashboard will show you the data about your follower demographics, such as age range, geographic location, and gender. Treat this information as the foundation of your Instagram marketing strategy and as a benchmark against your sales data. For example, if your analytics show that the top location of your followers is Bali, consider making content related to Bali or reposting user-generated content from customers in Bali. And, if your followers range from 20 to 32, but your sales data shows that your customers are aged 40+, then the potential of your marketing campaign to turn into sales numbers is low. So, it’s best to make adjustments so your marketing strategy can drive your sales number up.

Don’t Fixated Only With One Strategy

It’s true that Instagram Analytics can help you find your most effective marketing strategy, but it doesn’t mean that you can only use one strategy forever. Soon, both you and your audience will get bored with the same content over and over again. So, don’t be afraid to think outside the box and experiment with new strategies, content types, and Instagram post formats once in a while. Try to switch things up, like account takeover for a day with influencers or even participating in Instagram trends that can promote your products in a fun way.  

Find Your Most Successful Influencer Collaborations

Partnering with influencers is one of the most known strategies in social media marketing. It’s a great strategy because brands can reach lots of new people at once through the influencer’s followers. The challenging part of this partnership is finding out how effective the collaboration campaign is. Of course, Instagram Analytics will help you tackle this issue but with some extra steps.

When discussing the terms of the collaborations with the influencers, ask if they can share the analytics of the sponsored post. If they are willing to share great, you can directly analyze the post’s reach and engagement. If not, the next best thing you can do is repost the sponsored post on your account in all Instagram post formats. That way, you can still conclude which influencer gets the most engagement from your followers using your analytics, even though you can’t directly see the post’s Insights.

Utilize Instagram Analytics Tool Beside Insights

While Insights is a great built-in Instagram analytics tool, it only offers basic analytics. Third-party analytics tools will provide advanced analytics and insights on your Instagram Profile, Hashtag, or Followers.

Analisa.io, an AI-powered Instagram Analytics Tool, will provide you with Campaign Reporting, Follower Demographics & Authenticity, Content & Influencer Optimization, Competitive Intelligence, and more. A few benefits from these features allow you to separate suspicious and genuine followers, analyze your account’s overall performance, find the most compatible influencers to partner with, and compare your and other business account metrics data. All these features and data are a great additional guide to curating a more well-rounded Instagram marketing strategy.