However, apart from the number of users, another good reason for its popularity in the business world for marketing is that it comes with a host of useful and effective features. One such is the Instagram Analytics feature.
If you know and use this feature to its optimal functionality you will be able to know about a lot of things. With such knowledge you will be able to enjoy a lot of benefits such as:
• You will be able to increase your engagement rate
• You can optimize your stories
• You will be able to drive more traffic to your site and lots more.
All these will be possible because you will be able to sort your content metrics by the types of contents in your posts.
Difference between content elements
You must know that there is a lot of difference between the photos, videos and carousel posts when it comes to their features, functionality and effectiveness. Therefore, whether it is the photos, videos, carousel posts, or shopping posts you will need to use the best and more productive ones in your content.
This differentiation is necessary because the way in which users interact with each of these types of content is much different and therefore has the potential to affect the performance of your Instagram marketing strategy. For example:
• As for a photo used in the feed, it is very easy and takes almost an instant to like it or dislike it but on the other hand
• For a video used in the feed it will take a moment for the content to load and then watch at least some portion of it and the see the full video if it raises the interest in the viewers.
It is the same for carousel posts.
For this you will need to know the performance level of each which is why the Instagram Analytics tool should be used. This tool will help you to differentiate each, though photos, videos, and carousel and shopping posts can all appear in your Instagram feed together.
Use views for videos
If you use videos in your Instagram posts too often and want to track the performance level of it more accurately, the best way to do so is by using views. Views are usually calculated differently for different platforms but on Instagram specifically, a view is counted only after 3 seconds. This principle is followed for all types of videos such as:
• A standard 30 seconds long video
• A Boomerang GIF and
• A Hyper lapse type video.
Since views can be calculated now, it is easy for you now to note the performance of your video even if you cannot count on likes. If you are new to it and want some insight on how to use the views in a better way, look up in sites such as stormlikes or any other similar ones for some clue.
Metrics for Instagram Stories
Instagram Stories is another important metric to consider to know the performance of your posts. For the most of the cases, the way that you follow to calculate the performance of your photos and videos may be followed for Instagram Stories. However, you will have better results if you know and follow a different approach.
As compared to the videos and photos, Instagram Stories need more active engagement from the users. A user is required to tap into the business story at the top of the feed. This will engage them with the content. From here they can either:
• Watch the video in full or
• Tap through or
• Swipe out of the stories completely.
The Instagram Stories metrics will typically have a few unique features and elements in it such as:
• Taps Forward: This indicates the number of times a viewer tapped on the right side of the screen in order to jump to the next story in the line. However, this is not a very good metric as it has a high chance of being inaccurate. This is because a lot of users typically “speed tap” on the content while watching Instagram Stories. It is for this reason it is recommended that you follow the Taps Backward, Next Story, and Exits for knowing the indications of how your Stories are performing better.
• Taps Backward: This is actually the number of times a user tapped on the left side of the screen to revisit or watch the previous story again. This indicates that the viewers think that the content is worth re-watching. It also indicates that the content has caught their attention while they were speed tapping through the Stories. Therefore, if a specific post has a lot of taps backward, you must take note of that type of content and keep posting it in your future Stories.
• Next Story and Exits: Exits indicate the number of times a user has swiped out of your story. On the other hand, the Next Story number indicates the number of taps made to the story of the next account. Though these two metrics may seem similar, the Exits does not have as much negative connotation as the Next Story number. Exits mean the user was running out of time to watch the stories. On the other hand, Next Story indicates that the user was actually watching the story for a short time before skipping to the next one.
All this data will help you to find out exactly how long your optimal Instagram Stories posts should be. It will also help you to determine whether it should be of three slides or 13 slides.
Therefore, you see how useful all of the features of Instagram are. Make sure that you use the most appropriate ones for your purpose.