Instagram Insights can help marketers set performance benchmarks for their posts.
Measuring metrics such as likes, shares, and comments can help brands analyse and create content according to their audience’s preferences. Tracking average competitor engagement rates provide marketers with a benchmark to measure their engagement rates with that of the competitors.
Brands can also measure the performance of their hashtags by evaluating the number of impressions their hashtags receive. The flow of traffic on websites from Instagram visitors can further provide brands insights into the type of content that is popular with the audiences.
The author contends that Instagram stories can provide further insights into audience behaviour and interaction with the brand’s content. Keeping a tab on followers allows marketers to create consistent and personalised content in line with their audience type.
[9 minute read]