Think Facebook is the end-all be-all for social media? If you run a small business, you should also look into Instagram and Pinterest.
Instagram alone counts as one of the leading social media platforms around. It has around 1 billion active users across the globe. The platform also has an estimated 500 million users that log in on a daily basis.
That's a lot of potential customers to target! Already using Instagram but not sure how it's performing? You might have problems calculating your Instagram engagement rate.
You aren't alone, but that doesn't mean you should give up. It's a great way to understand your audience and adjust your content.
All the other metrics can become overwhelming for you. There are ways for you to measure Instagram engagement. Let's find out.
Instagram Analytics doesn't revolve around the best photo, video, and story alone. Understanding the way your content fares is the best way to develop your Instagram strategy. You can do this by tracking the key metrics over the course of a certain time period.
You need to know how certain content buckets fare against one another. It's not enough to know the performance of related content anymore. Check on the engagement data and see what picture types give the most performance.
If you're using Instagram for business purposes, you need to learn the difference between these two. A metric might be a better choice for your growth than the other. Here are the definitions for each:
This refers to the total number of times your content got seen. This includes the users that scroll in their feed that see your content. When users click through your profile and look at your photo, it counts as an impression.
This is the number you need to pay attention to. It has the total number of distinct accounts that liked, commented or saved a specific content on your page. What this means is that it doesn't count multiple comments from the same person.
You can derive the engagement rate from this metric. It's the percentage of the followers and that engage your content. You need to calculate this to know how effective your posts are.
Now that you have an idea about what engagement is, it's time to know how to calculate the rate. To do so, you need to go through these different steps:
Look at all the posts you had for the last month. Get the total number of engagements from all these. For example, if you have around 15 posts in the last 30 days, add all the number of likes and comments on each of these.
Divide the total by the number of the total posts within the current time period. In this same example, you need to divide the total engagements with 15--the number of posts.
The last steps allowed you to know the average number of engagements per post. Once you do, you need to divide that by the total number of followers you have.
Multiply the number you get by 100. This is the process of converting the number you got into a percentage. This becomes your Instagram engagement rate, and the usual rate is between 0%-10%.
Getting the engagement rate is only half of the process. You can process the information and understand what it means. It allows you to determine whether you're doing good or bad.
This is the standard guide to know how your Instagram account is doing:
What this means is that as long as you have lots of followers, a 1%-3% engagement rate is good enough. It's the average rate so it means you're performing at an optimal level. Now you can think of ways to make the number higher.
Your main goal is to reach 6% to get the most out of your Instagram exposure. It becomes more important if you're a business promoting yourself on Instagram.
It's expected for videos to become the most dominant content online. After all, it becomes 80% of the total internet content by 2019. With this in mind, users interact with photos and videos in different ways.
This affects each post's performance despite the fact that both appear in individual feeds. For photos, it's easy for users to determine whether they like it. Videos can take longer since they need to load it up and watch a bit before deciding.
With this, it's easier for users to forget to like and continue scrolling down. That's the main reason why videos get fewer likes compared to photos. So how do you determine its performance?
The simple answer is to look at the views. It's calculated in a different manner depending on what platform it's on. On Instagram, it takes around three seconds before the system counts the engagement as a view.
The duration of the video doesn't matter. The video might be 30 seconds or five minutes long, but the rules are the same. As long as the users stay at least three seconds, you'll have the view.
It's important to know the different metrics and KPIs you need for Instagram.
This allows you to have the means of improving your content. After all, it's tempting to check individual posts and judge whether they're failures or successes.
No matter how you approach the metrics, remember that it isn't the only way to know your performance. Looking at the numbers alone will hinder your creativity. Use these numbers to guide your content creation process.
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