With one billion active users as of mid-2018, Instagram is one of the world’s most popular social networks. And like many other industries, more and more lawyers have learned how to leverage this platform for building trust and generating leads. But to get the most out of your campaign, it’s important to continually assess some key Instagram metrics.
Here are five particular ones you’ll want to focus on.
“Impressions represent the total number of times your photo, video, or story has been seen,” explains marketing expert Nikki Canning. “This number includes every time a user saw your post while scrolling through their feed, clicked through your business’ profile to view a photo, and viewed your content through Instagram Direct.”
Knowing the number of impressions your Instagram content receives lets you know how big of an audience you’re reaching and how much exposure you’re getting. This tells you how effective your current strategy is and if steps need to be taken to reach a bigger audience.
Engagement is classified as any action such as a like comment, share, and so on where Instagram users are interacting with your content.
A high engagement rate means that people are responding favorably to your content and your strategy is working. However, a low engagement rate means it’s not working, and you’ll want to make some changes.
While what’s considered a “good” engagement rate is somewhat subjective, Influencer Marketing Hub says three percent is average across the board.
An Instagram mention is defined as any time your law firm’s handle is tagged or mentioned within a post. Receiving a lot of mentions means that people are talking about you and you’re getting exposure.
4) Follower Growth
This Instagram metric shows you how much your follower base has grown over time. In all likelihood, you’ll start off with a small following, but you should see steady growth as your campaign progresses.
To calculate follower growth, simply take the number of followers you had at the beginning of a period and divide it by the number you have at the end.
5) Referral Traffic
Since the ultimate goal is to send leads from Instagram to your law firm’s website, this is one of the most important Instagram metrics of all. This lets you know how many people actually clicked over from the network to your site and became legitimate leads.
Tools for Analyzing Instagram Metrics
When it comes to specific tools, I recommend the following:
- Instagram Insights – This will provide a basic overview of reach and engagement.
- Google Analytics – Useful for identifying referral traffic.
- Iconosquare – This is a robust platform that provides data on impressions, engagement, hashtag tracking and more.
If Instagram is a key network in your law firm’s social media marketing, you’ll want to keep close tabs on these Instagram metrics. Doing so will provide you with valuable insights to help you fine-tune your campaign and avoid unnecessary mistakes. That way you can better appeal to your audience, generate more leads and maximize your ROI.
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