Instagram marketing has rapidly become one of the most powerful public relations and marketing tools for brands and businesses. To not utilize this platform would be doing a disservice to your brand’s marketing efforts. Social media offers marketers the opportunity to not only directly target customer target markets, but also recognize which posts are performing well to help develop and improve overall brand strategy.

Thankfully, for those looking to launch a successful Instagram marketing campaign, the popular social media app offers plenty of built-in tools and social data insights to ensure successful campaigns. Additionally, third party tools and google analytics can make your marketing team’s life a lot easier. Keep reading to find out how to use social data to launch a successful Instagram marketing campaign.

Utilize Instagram Insights

The most important aspects an Instagram business account offers are Instagram Insights and the ability to run advertisements. For the sake of this article, we’ll dive deeper into the importance of Insights. To take full advantage of the market available to you on Instagram, it’s crucial to know how to access and understand the key Instagram analytics metrics. The simplistic nature of insights makes it incredibly user-friendly; you can quickly check your past week’s progress while in line at Starbucks or on the way into the office.

Let’s start with one of the most important aspects of Instagram to most people, growing a following. We aren’t suggesting the need for Insta-fame, but growing a larger following of engaged users will better your business’ chances of making money. To create an impactful marketing strategy it’s imperative to know and understand your audience. Insights have an audience tab to give you a better idea of the age ranges, locations, and gender breakdown of your followers. When creating campaigns, this information is imperative for strategic marketing efforts.

The original Instagram analytics broke down insights based on follower count, website click-through, and profile views. Today, the information you’ll need for Instagram marketing purposes is divided under two subcategories within the Activity section of Insights: Interactions and Discovery. Interactions let you see the total actions taken on your profile and posts for the week.

 

Under Interactions, Instagram offers data on profile visits, website clicks, and emails for the current week. This ‘profile visits’ data is useful to note when running any campaign trying to get Instagram followers. If your increased profile visits do not translate into more followers, you’ll have to rethink your content strategy as the people finding your profile did not like it enough to follow. Next, website clicks provide essential information for determining if your strategy for driving traffic to your website is working. The same goes for the email feature. Is your content and marketing campaign strategies driving people to send you an email to collaborate?

As mentioned, the other component of Insights is Discovery information. Discovery includes impressions and reach, which is vital information for understanding how many times you are seen or discovered. Impressions are the total number of times your posts have been seen. Reach is the number of unique accounts that have seen your posts for the week.

Now that you’re more aware of the overall account insights, let’s take a closer look at insights on individual Instagram posts. With an Instagram business account, you’re allowed to analyze the performance of each post which is crucial when launching a marketing campaign. Post Insights break down the expected likes and comments, but additionally show how many people sent your post via DM or saved it. Like account insights, post insights also show interactions (profile visits) and discovery. Within discovery, you can see how many new followers came as a result of the post, your reach, and impressions. Impressions are broken down further to show you specifically where your post was seen the most. These include: from home, hashtags, profile, and other.

Finally, Instagram also gives Insights for Instagram stories. Similarly to other insights across your business account, you’re able to view the interactions and discovery information. Reach and impressions will enable you to analyze the quality of stories and frequency of posting. For example, a sudden drop in reach may mean your stories are not of high enough quality. Interactions help you understand the actions people took while or after viewing your story. To boost interaction rate, utilize the in-story features like mentioning another user, adding a location, using the question sticker, polls, and using hashtags to name a few. Measuring story metrics show you how successful your Instagram marketing strategies are at capturing your audience’s attention and driving traffic to your profile, website, and other platforms.

Use Social Data From 3rd Party Tools

In addition to Instagram’s Insights, there are now 3rd party tools to help you better track, understand, and analyze your Instagram campaigns’ performance. Whether you’re focusing on a single channel or need an all-purpose program, the right social media tools can give you the insight needed to grow your brand or business.

 

Platforms like Sprout Social, allow you to compare results across multiple networks, create presentation-ready reports, and access data related to internal team performance and competitor activity to help you analyze your brand against others in the industry.

Another third party tool, Kicksta, not only helps your account grow but also allows you to track that growth from the dashboard. We’ve discussed how pivotal a large following on Instagram is for your brand, but it’s also imperative when launching a successful Instagram marketing campaign. Kicksta targets accounts, hashtags, and locations in your niche to help grow your account organically. Clients can track their growth on Instagram by reviewing the ‘Daily Stats’ and ‘Followers Gained” sections. Kicksta clients can also monitor their posts’ likes, comments, and engagement rates from the ‘Recent Posts’ section.

Use Google Analytics Data

Google Analytics is not solely a social media tool, but is one of the best ways to track social media campaigns and help measure social return on investment. Google Analytics is a free website analytics dashboard. With this tool, you can monitor the amount of traffic your site gets, the website your traffic came from (aka Instagram if it’s from those campaigns), individual page traffic, visitor demographic information, and more!

 

So why is this all-important? You want to be able to understand what content your audience responds to and if your Instagram followers are turning into paying customers. By using Google Analytics, you can see if website traffic is coming directly from your Instagram account. This is crucial to ensure your content strategy and campaigns are working, resonating with customers, and thus driving them to head to your website. If the content you are posting is exciting for your followers and bringing in business, you can replicate these efforts in the future for continued success. It is important to note that you will have to check these metrics regularly as followers’ preferences can change as time goes on.

Google Analytics currently allows you to view eight social analytics reports. These reports show you the impact and ROI of your social media campaigns. One to note specifically is landing pages which lets you see engagement metrics for individual URLs so you will be able to track the original social network of that URL. This is extremely useful when running a campaign that promotes a specific product, because you can find whether users entered the site from a product page and browsed additional landing pages on the site. Google Analytics makes it easy to look at the behaviors of users across different social media sites. If your end goal is to learn how to use social data to launch a successful Instagram marketing campaign, Google Analytics is one of the key programs to master.

 

 

Rafaella Aguiar is the Director of Marketing at Kicksta. She specializes in content and social media marketing. You can find more daily marketing tips from her at @kicksta.co.