With the benefits of Instagram’s ever-increasing popularity becoming more apparent to marketers, the photo-sharing social media network is fast becoming a major battlefield for businesses vying for the attention of their target audiences.
The Biggest Mistakes Marketers Make About Instagram Analytics
While smart marketers have realized that they need to monitor the performance of their accounts using analytics, many of them do not understand which metrics to follow or how they should be interpreted.
As a result, even though they might be under the belief that they are using data-driven strategies to market their goods and services optimally, they may be making many mistakes, due to which they could be missing out on invaluable opportunities to engage their audiences, and drive brand awareness and conversions. Some of the biggest Instagram analytics mistakes companies tend to make:
Ignoring the Necessity to Look at Instagram Analytics
While some companies get tied up in knots over-thinking Instagram analytics, many more businesses make the fatal mistake of not thinking about them at all. These businesses are inclined to think that they know their customers and their behaviors well enough and will be able to judge whether their marketing campaigns are working or not simply by examining the outcomes.
This attitude of ignoring the importance of analytics makes the miss out on optimizing their Instagram content by making it relevant, making it more visible by incorporating the right hashtags, and driving reach and engagement by posting at the times their audiences are most active.
By using the right analytics, marketers can achieve more resonance with their audiences with their posts by either improving the content or by incorporating CTAs that work. Not using analytics to drive the performance of their Instagram campaigns is like driving a car blindfolded; you don’t get to know anything till you have crashed.
Forgetting to Focus on the Quality and Relevance of the Content
With a mountain of data points and statistics surrounding Instagram analytics, it is all too easy for marketers to lose their focus on reaching out to their audiences with useful and high-quality content.
Businesses need to keep in mind that successful campaigns can only be created by crafting content that is designed to appeal and engage potential customers. Unless your content is original and adds value to customers, they are not likely to engage with it even if you have tweaked the various aspects of your Instagram marketing strategy optimally.
Posting at the right times with the most appropriate hashtags can get you the impressions but not the engagement that you seek. According to https://www.entrepreneur.com, marketers should track the duration spent by a visitor on the posts, what posts they are viewing, and what actions they are taking thereafter to shape the contours of their content.
Being Obsessed with Impressions and Likes
When your Instagram marketing strategy has clicked, it can lead to a surfeit of impressions and likes that may be impressive to the campaign managers. However, it is far more important for marketers to focus on understanding their customers better.
By understanding their followers, where they are located, what their demographics, interests, and content preferences are, you can develop a better feel for engaging them. When you remain fixated on free Instagram likes and the number of followers, you tend to ignore what is undoubtedly the biggest factor of Instagram marketing success, engagement.
It is the extent of engagement that decides the positioning of your content in the feeds because the network’s algorithm is programmed to reward posts that users find interesting.
Individual bits of data can be confusing and even misleading, but you need to keep focusing on the overall picture and figure out why your content is doing not or not doing its intended job of engaging customers.
Not Tracking Your Competitors with a Third-party Analytics Tool
When you have a business account on Instagram, you have automatic access to Instagram Insights that allows you to figure out how your account is performing.
However, as good as its functionality is for beginners, professional Instagram marketers need a lot many more features that are typically only available with dedicated third-party Instagram analytics apps.
These apps have the capability of not only tracking the performance of your account but also that of the competition’s engagement and growth. The analysis of hashtag data for the acquisition of organic followers is also generally superior.
Using an advanced third-party Instagram analytics app makes things far easier for marketers trying to build their brand awareness and user communities.
Too Much Focus on the Follower Count
Many companies make the mistake of focusing all their attention on acquiring followers under the impression that once they have an audience to talk to, marketing success will follow automatically.
As important as getting new followers is, businesses should ideally focus on whether their existing followers like the content they are being offered and are engaging with it.
Unless you can make this happen, you might end up with a follower count running into hundreds of thousands but a miserable number of organic video views.
Marketers can get an incredible picture of how their Instagram accounts are performing with the large variety of analytics available; however, many of them get bogged down with chasing just the vanity metrics that distract them from achieving their objectives.
Perhaps the biggest blunder businesses can make while commencing their Instagram marketing campaigns is to look at it from the viewpoint of analytics. This attitude can end up distancing the brand from the expectations of its customers since there will be a situation where all the marketing activities will be done from the viewpoint of improving the analytics rather than adding value to the audience.
Content that is developed with analytics in mind will tend to be limited in its scope, and content developers will be chary of experimenting with new ideas.
Given that the algorithm powering Instagram places emphasis on relevance, popularity, and relationships, not likes, comments, and sales, brands need to be open to embracing analytical awareness and not get locked in by analytical goals.
In a bid to make content perfect, it ends up losing authenticity and spontaneity and can make businesses appear as trying too hard to please.