Instagram is huge. 1 billion users. The third largest social media platform in the world. And still one of the fastest growing. As a business, it should be an essential part of your marketing strategy.

But with so many consumers, there’s just as much competition. And the trick is making it work for you. What you need to do is empower your Instagram analytics, to drive real success for your brand.

How do you find Instagram analytics?

You have 2 options when it comes to arming yourself with the analytics you need. You can either use the insights you get direct from the platform, or invest in an Instagram analytics platform, to provide you with deeper and more comprehensive insights. If you’re not sure which one to choose, check out this handy list of the best Instagram analytics tools.

Either way, you get what you pay for. The insights you get from the Instagram platform may be free, but will only provide a skim of the data you need. While deeper instagram analytics will give you insights into:

  • Your consumer profile.
  • The sentiment behind your brand perception.
  • Your competitors’ strategy.
  • The topics and trends your users discuss.
  • The influencers driving brand conversations.

And these are the insights you need to drive Instagram success.

Your consumer profile

To ensure you’re targeting your messaging effectively, you need to know who your target audience really is. Detailed Instagram analytics will give you a better picture of your audience demographics. What age group are you reaching? Which countries are you engaging? What are your consumers’ interests?

This will help you monitor your messaging more effectively, and plan a more targeted campaign. Say you’re launching a cross-media campaign, aimed at the US. You can monitor your percentage of audience based in the US pre-campaign, and post. This allows you to see if there is an increase in engagement from the campaign, and you can adjust your messaging in realtime to maximize results.

Your brand sentiment

You could measure the number of times your brand is mentioned, but what does that mean? A peak in conversations could be a sign that your consumers love you. Or a major crisis.

The only way you can tell is by using sentiment analysis. This AI-based tech assesses conversations to see if they’re positive or negative, to show you how your messaging is being perceived. If it’s good, great. You can see the posts people love, and learn to replicate them. If it’s bad, you can counteract the negativity.

An example of Talkwalker's analytics platform

Coca-Cola sentiment key drivers & share of emotions using Talkwalker analytics

You can also use analysis to find your sentiment key drivers. That’s the topics that people love, and the ones that they hate. This helps you drill deeper into how your consumers perceive your brand, and helps you shape your content more efficiently.

Your competitor analysis

No brand is an island. No matter what industry you’re in, you will always have a competitor. And you can always learn something from them, to see how they’re getting Insta-success.

You can use Instagram analytics to dig deeper into what your competitors are doing. Is there a type of content your competitors are using that’s gaining more engagement? Did a certain campaign suddenly increase your competitors’ follower count (or suddenly cause fans to unfollow?). This is the information you need, to replicate success for your brand.

How do you create content that resonates with your audience? Especially when you post regularly on Instagram. By focusing on topics and trends that you know they already engage with and share.

Topic and trend analysis, helps you understand the subjects that really matter to your consumers. Those can be long term (topics that come up in industry conversations, time and again), or short term (the new topics that could only be trending for a few days, or even hours). These subjects should be the lifeblood of your posting strategy, and help you create content that’s successful on Instagram.

Don’t forget general trends too. Look at what’s happening outside your industry, and see if you can be a part of that conversation. trendjacking demonstrates that you are a culturally relevant brand, and can lead to virality. Instagram analytics helps you see what the world is talking about, and lets you join in.

Your influencers

Who is working the hardest on Instagram to promote your brand? And who has your ideal audience to target with your brand messaging?

That’s what Instagram analytics can reveal. When it comes to influencers, it’s not about who has the best reach. But about who is most relevant. If you’re just going to throw money at people with large audiences, a lot of that reach will be wasted. You’ll be hitting an audience that just isn’t interested in your brand.

But if you aim for relevance, you’ll hit fewer people, but those people will be primed towards your messaging. You’ll get higher engagement and higher conversion, and probably save some money by targeting smaller influencers. That’s win-win.

It’s only Instagram analytics that will provide this relevancy information. That will give you an idea who has the best audience for you, who is discussing your brand more positively, and who will get you the best results. It takes a little more work, but will pay off in the long run.

Your Instagram Marketing Checklist

That’s just a brief overview of some of the benefits you can get from Instagram analytics. It’s data that’s ripe to be used to drive brand impact, and improve the engagement you get from your brand Instagram accounts.

To get more from your Instagram marketing you can download Talkwalker’s Ultimate Instagram Marketing Checklist below.

Header image: Constantin Stanciu / Shutterstock