Knowing the metrics of Instagram (or even just social media in general) can be a challenging and confusing task that we often would rather not get into. However, knowing which metrics to keep track of and measure will surely give your Instagram a boost. First of all, you’ll be able to calibrate your social media strategy, reassess which is working and which is not, and how to grow your business more efficiently.
As real estate agents, it’s important to get into these topics instead of just creating content blindly. So, follow me in learning which metrics you should keep track of for your business’s success.
The Importance of Tracking Metrics
Tracking your Instagram metrics will definitely give your business advantage if you know what to do with the data. By analyzing the data from your Instagram metrics, you get to transform these numbers and information into a strategy that could benefit your business.
- You get to develop a stronger social media strategy.
- It gives you an overview of how your content is performing.
- It helps you understand what types of content provide more traffic or convert into sales.
- It serves as an indicator of how well your audience is responding to your content.
- It lets you know what you should stop doing, continue doing, and what you need to improve on.
Here are five Instagram metrics realtors should be tracking:
1. Reach
Reach is a vital metric that realtors should track because it gives data about brand awareness and page performance on Instagram. Simply defined, reach is a basic Instagram metric that shows how many unique accounts have viewed your post, or in other words, how many people your post has “reached.” Knowing your post reach can then give you an idea of how many people know your brand or have seen your post.
Increasing your brand’s reach is important especially if you are just starting out. You can monitor your brand’s reach monthly to see if there are any improvements. You can also use the results of this metric to improve the content you create, optimize hashtags and posting schedules, target audiences using ads, etc.
If one of your objectives is to gain brand awareness, “reach” is a metric that you should definitely consider tracking.
2. Traffic and Sales
Aside from making your business known by your market, another reason why you probably created an Instagram page or other social media pages, is to get more sales. Hence, you would want to know how your Instagram is helping with your sales. There are a lot of Instagram features like Instagram shops and product tagging to help businesses drive sales in the app.
Since realtors like you are selling services instead of products, the main tool that could drive sales for your business is by directing the audience to the link in your bio. This helps not only in driving traffic to your website through Instagram but also in converting those traffic into sales. You can add the links to your landing page on your Instagram bio or on your Instagram Stories through link stickers.
With insights on Instagram, you get to monitor how many clicks these links get and assess which types of content get the most traffic.
3. Growth
Your Instagram’s growth rate is an important indicator of how your page is doing. With Instagram’s “followed” and “unfollowed” metrics, you get to monitor the number of follows and unfollows you get each day. This information will help let you know if what you’re currently doing with your business page is helping your brand or not.
This metric will let you understand which content helps in growing your followers. If there is a sudden spike with your followers, continue with what you’re doing. On the other hand, if there have been a significant number of unfollows in the previous days, you might need to rethink your content plan and figure out what made them unfollow your page.
However, having a huge number of followers shouldn’t be your sole basis for the success of your business. There are a lot of factors that could affect the following of a business page. What’s more important is getting your followers, big or small, consistently engaged. A small yet engaged audience is most likely to share and recommend your business; hence, resulting in more sales.
4. Engagement Rate
Your engagement rate shows how many people are interacting with your page and content. When people are liking, commenting, saving, or sharing your content, it will reflect on your engagement rate. The higher your engagement rate, the better it is for your business.
You can calculate your engagement rate by dividing the total number of likes and comments in a post by your follower count, and then multiply that by 100 to give you a percentage.
If your engagement rate is high, it means that your posts are resonating with your followers. You understand the content that they need and they can relate to the things you are posting! However, when your engagement rate is low, it only means that you need to plan and figure out the type of content that your followers are looking for.
5. Best Time to Post
Another metric that you should be tracking on your Instagram is when is the best time to post. Posting your content at the right time will let you gain more engagements and maximize your content. Of course, you would want your audience to see your post with their full attention, not when they are half-asleep or focused on something else.
However, knowing when is the best time to post can be challenging. This can be a lot of work as you would need to identify what time your best-performing posts were posted. Experimenting on your time of posting is one way to learn about the right time to post. This task might be daunting but it will definitely pay off because as soon as you figure out the best time to post, you will be sure to get maximum engagement for your content.
Once you know the meaning of these Instagram metrics and how to keep track of them, you’ll surely understand how to grow your page better. When your metrics results are down, don’t take it negatively. Instead, use the results to optimize your social media strategy and to create content that tailor fits your audience. Instagram metrics might seem overwhelming, but measuring them will surely help you reach the right audience and grow your community in no time!
