Using Instagram Analytics to Improve Your Marketing Strategy

social media analyticsWhile you’re posting photos, thinking up captions, and mingling with your target audience, your Instagram analytics tool is busy gathering valuable data. Used wisely, this information can help you fine-tune your marketing strategy to better connect with your potential clients and even find whole new markets.

Understanding Your Followers

The basic demographic information Instagram analytics tools provide tells you about the kind of audience your posts reach. This usually includes the gender split and most common age group, location, and online times. If you find you get more visitors from Providence than Boston, you might invest more in print ads in the Providence area. If you see most of your visitors are in the 55 to 64 age group, you might decide to go for more offline marketing overall.

Evaluating Your Posts

Knowing which posts get the most attention from your followers gives you valuable insight on the types of services they might be looking for. Instagram analytics tools help you spot patterns by letting you segment performance data on your posts by content type, specific time period, and measurement, such as reach or engagement rate.

Say you notice your older followers are most active on your home remodeling posts. That could be a sign to put more emphasis on offering home upgrades such as aging-in-place features or home offices older adults can use for their post-retirement self-employment plans.

Looking at the Big Picture

In terms of guiding your marketing strategy, the data you get from your Instagram analytics is most useful as a broad overview of your audience. Avoid the temptation to see one or even a series of successful posts as proof of what your audience wants. Instead, look for patterns and trends. If one post about recycled building materials goes viral, that might only be thanks to a recent TV news report. If these kinds of posts are increasingly popular with your followers, though, you’re probably onto something profitable.

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