In the previous post, I wrote about 3 killer visual content creation platforms. If you’re starting to prepare you social content plan, I strongly recommend you give it a read. But the question remains, what happens after you post your awesome visual content? What are the metrics you need to be tracking to gauge its success, and how do your relay that information back to your manager in a format that’s clear and easy to digest?
In this post I’ll share the tools and insights you need to be aware of, to make sure your visual content is on point.
Know Your KPIs
At the onset of any content marketing initiative, it is absolutely essential to determine your overall goals. Need a little assistance with your KPIs? These are a few high level goals to get you started:
- Increasing web traffic
- Building awareness
- Developing thought leadership
- Establishing credibility
- Attracting new customers
- Educating and informing prospects
- Nurturing and converting leads
- Improving customer service
- Boosting upsells and repeat business
- Creating brand advocates
Define Your Metrics
I fully understand that the word “metrics” might make you feel a little agitated, trust me, I’ve been there. Anytime the word is mentioned, it’s an indicator of a departure from that super talented content creation mode you’re in. But the fact remains that as a digital marketer, you’re going to have to share stats to prove that your content strategy is effective. As a side note, anyone who says you can’t track visual content, clearly doesn’t know what they’re talking about.
These are just a few of the metrics you should consider.
- # Image/Post Views
- # Video Views
- # Document Views
- # Downloads
- # Podcast Plays
- # Opens/Click-throughs
- % Non-Branded Traffic
Earlier this year, Instagram confirmed that they were developing new business profiles to help brands and small businesses succeed on Instagram. If you haven’t upgraded your Instagram to a business account yet, here’s what Analytics (or Insights as they call them) for Instagram Business accounts looks like.
Instagram Insights delivers valuable data about who your followers are, when they’re online, how many people viewed your Instagram post and more.
If you need to present a high-level summary of your brand’s Instagram account to your team or management executives, you’ll want to check out SimplyMeasured’s free Instagram user report.
The web-based report is available for accounts that have up to 25,000 followers, and users can expect to receive a comprehensive two-month report that reports analytical data like average engagement per photo, keyword analysis for comments, most active followers, best time to post to receive the most engagement, top locations and filters, and so much more.
For a free report, it’s arguably the best and easiest breakdown that you’re going to get.
Fans of SimplyMeasured will also want to try out, Union Metrics which offers a web-based tool where users can receive statistics and data about their Instagram account “in just two minutes,” according to the company.
Union Metrics boasts that they’ve incorporated some of the algorithm from their paid tool into the free report, which includes data such as when the best time to post is, what hashtags receive the most engagement, who your top fans and followers are, and what type of content you should either produce more of or cut back on.
One of our favorite services here at BIGINTRO HQ is Crowdfire. It’s essentially a relationship management tool, helping users find and identify who their inactive followers are as well as who is unfollowing them. The free tool also helps you find new follower opportunities, locating relevant users to follow based on your current following habits and hashtags.
Additionally, with Crowdfire, you can set up the app to remind you to upload a photo at a specific time to post to your account.
To Wrap It Up
As a brand or marketing manager, there’s no point in putting in the effort to make social work for you if you’re not going to track, measure, and act on the results. Deploy these free Instagram analytics tools and start making more educated decisions in your social marketing.
Make sure you stay up-to-date on breaking Social Content information by joining the BIGINTRO Facebook page.
Remember this; Great content gets shared, attracts comments, links, and will keep people on your websites. Gone are the days of launching a campaign and waiting months for an indication of results. Instead of making blind decisions about where to spend your time and resources, measuring KPIs gives marketers the insight needed to make intelligent decisions about their content marketing and better inform their strategies and tactics moving forward.