Instagram Adds New Data Analytics For Marketers
Instagram is quickly turning into a platform of choice for digital marketers, thanks to a solid base of influencers, great content quality, and one of the largest userbases of any social platform. In 2021, the total value of the Instagram marketing industry exceeded $2 billion.
Meta has been keeping a careful eye on these developments. To capitalize on the massive growth in Insta marketing, Instagram recently expanded its data analytics capabilities, offering marketers several new data points they can use to gain insights into how individual campaigns are performing and how audiences react. But what does it mean for brands?
What are the new data analytics features? And how can Viral Nation help you leverage them to turn your Instagram campaigns into results-oriented lead generation machines? In this piece, we’ll take a look at the three major analytics features recently added to Instagram, along with earlier tweaks to the analytics dashboard. Let’s go!
What Are The New Instagram Data Analytics Features?
Instagram has added three new data analytics features. These include:
- Accounts Engaged
- Engaged Audience
- Reached Audience
What Is The Accounts Engaged Feature?
According to Instagram’s announcement page, Accounts Engaged “highlights the total number of accounts that interacted with your content in a given time period.” In simpler terms, this gives you a single, big-picture number of how many unique user accounts did something to engage with your content, whether that’s giving your reel a like or saving it, sharing a picture from one of your photoshoots, or commenting.
Accounts Engaged gives you an overall picture of engagement. The highlight number doesn’t necessarily tell you much about engagement quality or how engagements convert to lead generation elsewhere in your marketing funnel. What it does do is give you a broad picture of where your campaign is at and whether you’re reaching out to a critical mass of users. This is great in situations where you want a 50,000-foot view on your campaign to see if you’re reaching out to a sizeable volume of audience members.
What Can You Do With The Accounts Engaged Metric?
It’s important to reiterate this here: Accounts Engaged is a very high-level diagnostic for where your campaign is at. There are two main situations where this number could come in handy:
- Setting an overall campaign engagement goal
- Measuring differences in month-to-month engagement to identify broad growth patterns
Setting An Overall Goal
At Viral Nation, we tend to measure campaign success in terms of specific metrics like the conversion rate or the volume of high-quality engagements (users DMing about trying your product, for example). However, it’s just as important to have a larger-scale, big-picture overview of your campaign progress.
Accounts Engaged allows you to set this number, then work towards achieving specific engagement goals with regards to likes, shares, reel saves, and sales conversions. For instance, if you have a six-month target of hitting 15,000 engagements as a baseline, the Accounts Engaged metric gives you an easy way to measure progress and understand whether your campaign efforts align with your goal.
Measuring Overall Month-To-Month Growth
Another way to leverage the Accounts Engaged number is to measure periodic growth in overall engagement and to see how that aligns with your campaign goals. Accounts Engaged allows you to make a month-to-month comparison.
This makes it easy to identify long-term trends in engagement growth (where you were at this month last year and where you’re at now), as well as where you’re at with regards to performance versus the baseline. If you have an average monthly engagement of 15,000, and you saw just 10,000 engagements this month, Accounts Engaged could serve as a diagnostic to indicate that a particular campaign you isn’t working or might need some realignment.
What Is Engaged Audience?
In addition to that big picture Accounts Engaged number, Instagram also now offers Engaged Audience data for additional insight. Engaged Audience breaks down your engagements across a range of demographic and geographic factors. You’ll be able to know, for instance, exactly how many users from a given country or city engaged with your content, as well as their age and gender. You’ll also be able to identify whether they’re followers or non-followers. This is great when you’re targeting specific audience niches – whether that’s people from a specific country or locality or a specific age range or gender.
What Can You Do With Engaged Audience?
Engaged Audience gives you a detailed breakdown of who is engaging with your Instagram page and how they’re doing it. You’ll get to see the kind of engagements you’re getting, from low-quality likes to more actionable engagements like comments, reel saves, and shares.
This can help you segment your audience for retargeting efforts, both on and off Instagram. Leverage these insights to identify the highest quality leads in terms of engagement – you can filter for users who take repeated actions like commenting and sharing, for instance, and interact directly with them – by DMing them a special offer on Insta or reaching out on other platforms.
Leveraging Engaged Audience To Calibrate Your Overall Instagram Marketing Strategies
Engaged Audience insights can help VN (and your own team) to better calibrate your Instagram marketing strategies. If you’re a men’s fitness product brand and see a significant amount of total engagement from women or people outside your target age demographic, that could be a sign to either rework and focus your campaigns or to reach out and engage with a wider demographic.
What Is Reached Audience?
Reached Audience is a similar metric to Engaged Audience, except that it focuses more on big-picture audience characteristics. Reached audiences give you your top scorers, the demographics, and locations with the best engagement figures for your campaign. The Reached Audience figure can help you find your ideal demographic – the people responding best to your content on Instagram.
What Numbers Do You Get From Reached Audience?
Reached Audience gives you the “bests of” for a range of demographics and geographic factors. This means that you’ll be able to identity, for instance:
- The top countries and cities worldwide where users engage with your brand by volume
- A breakdown of the percentage of individuals who engaged with your brand across individual cities and countries
- How different genders and age ranges contributed to overall engagement
These numbers from Reached Audience can tell you several useful things. For starters, Reached Audience can help you identify whether or not your campaign is calibrated towards your target demographic. Let’s go back to the men’s fitness example. Suppose that your target audience is US males in the 18-35 age range. Reached Audience will give an exact breakdown of just how many people in the target audience engaged with your brand on Instagram, as well as the proportion they make up of your overall engagement.
This can help make necessary tweaks to your Insta campaigns. If 60 percent of your audience is males in the 18-35 age range, but only 30 percent of them are from the US, you could take a look at the top US cities for your campaign by engagement and then tweak it to focus on local aspects and references.
Instagram’s Earlier Update To Reach
This month’s update isn’t the only time that Instagram has taken steps to empower marketers this year. Back in May 2021, Instagram introduced additional data insights for both Live videos and Reels. With the rise of platforms like TikTok, these Instagram formats are becoming increasingly popular, with a greater proportion of Insta-wide engagements coming from them. This means that these additional insights give marketers a truer picture of engagements that isn’t limited to likes, comments, and shares.
The update gave users access to numbers for reel plays, as well as likes, comments, and shares. With this month’s new insight updates, it’s important to remember that these metrics are also on the table, and to integrate the two sets – you could take a look at overall Accounts reached and then look at reach insights for high-quality engagements like reel saves and comments to assess the overall quality of engagement, for instance.
With the new update to insights, Instagram offers marketers significantly more powerful campaign insights than ever before. The new Accounts Engaged and Engaged Audience numbers give high-level planners a good way to measure monthly or quarterly progress with Instagram digital marketing efforts. At the same time, Reached Audience offers fine-grained insights into audience identities that engage with your content, from their geographical location to demographic factors like age and gender.
These can be used to assess whether the audiences responding to your campaign are aligned with the ones you’re targetting, allowing you to iterate and optimize each Insta campaign. At the end of the day, the new update is all about empowering digital marketers and brands aiming to do with Insta and drive high-quality lead generation.