How do you measure your influence on Instagram? Earlier this week, I wrote a post on how to think about your Twitter influence from the metrics side of things. Now it’s time to shed some light on the three areas of focus that will give you a good, accurate, and competitively relevant idea of your influence on the inimitable Instagram.
A bird’s eye view: competitive leaderboard.
First, get a broad overview of your influence on the visually-oriented network by taking into account the following numbers (click on the leaderboard above to zoom in):
- Instagram engagement – this tells you how many posts that users engaged with by either Liking or Commenting. It goes a step deeper than follower count, since it’s a measurement not just of how many people are viewing your content, but how many people are “meaningfully” connecting with your content and choosing to interact with it.
- # of followers – how many people are interested in seeing your content each day? The traditional measure of influence on almost every social network.
- Engagements through other channels (interactions with Instagram posts shared on Facebook, Twitter, etc.) – Especially pertinent for brands who are strongest on Instagram and/or incredibly visually-oriented. How much carry-through does your Instagram content have to other networks?
- # of brand posts – not as vital for measuring influence, but important when all the other above numbers are taken into account, since it shows how the amount your posting directly correlates to the results you’re seeing in how much influence you have.
And always remember: your numbers don’t exist in a vacuum. Make sure you’re getting your competitors’ numbers too, for context on what your range of influence looks like – how far you need to go to catch up, or how close your competitors are to catching up with you.
Catch-on power: the volume of hashtag mentions.
If you’re not using hashtags on Instagram, you’re missing out on both a way to gain influence and a way to measure it.
Pull data on your volume of hashtag mentions to discover how your brand’s hashtag-promoting efforts are paying off. Which posts are gaining more traction for your brand, photos or videos? How many hashtag mentions are you getting over a given period? Is this volume increasing, decreasing, or remaining stagnant? Unlike Twitter or Facebook, an Instagram user’s feed won’t tell her which hashtags are trending, so it’s even more impressive (and perhaps a greater measure of influence) than having your hashtag go viral on Twitter.
All the eyes on you: potential impressions + total mentions.
How many times could Instagram users have seen your posts? That’s what Potential Impressions are all about. Measure the amount of mentions your hashtag is getting alongside the potential impressions of your hashtag to get a good idea of how the two correlate and how many eyes are on you – another way of saying how much Insta-influence you’re rocking right now.
How do you measure influence on Instagram?
How do you define influence on Instagram? How do you think about the effect that your campaigns and posts are having? What numbers do you use to show that influence to your peers and higher-ups? What have we missed? Let us know in the comments below, and consider trying a 14-day free trial of our killer software to begin tracking your own Insta-successes and challenges.