Well, everyone, the rumors are true.
Users of Instagram’s new Business pages have begun seeing an “Insights” feature that provides more in-depth information about followers and content performance. Instagram is an important platform for both influencers and marketers, so we’ve put together a blog detailing what Insights will contain and how it will change the way brands leverage Instagram.
More Demographic Information About Your Audience
In the new Follower Analytics section, Business users will be able to see information about their followers’ location, age, and gender. They’ll also be able to filter location by country and city, giving brands more insight into where their core followers are based. With this information, marketers can start tailoring their content more effectively based on regional preferences, time of day, etc. And, once they identify this core group of followers, they can reach out to influencers who are popular among similar audiences to optimize their influencer marketing campaigns.
The new Post Analytics section of Insights gives in-depth information about how individual posts perform, based on a range of metrics including impressions, reach, and clicks to websites. Insights will also allow users to sort by most popular posts within the last week or month—you can see this functionality in the chart below. Today, the process 0f gathering statistics like these is either extremely laborious or outright impossible, so this represents a huge change for Instagram users.
How Instagram Analytics Improves Marketing
The information provided by Instagram Insights will give brands a much better grasp on who their followers are, what they respond to, and what time of day will yield the most engagement from them. This will help marketers optimize their influencer marketing by allowing them to seek out and identify influencers who are most valuable for their brand.
As Insights rolls out over the next few months, it will be interesting to see how influencers and brand marketers leverage this new information for their campaigns. Unfortunately, it doesn’t look like Insights will be coming to regular user profiles anytime soon, so influencers will have to continue to manually pull their data as they market themselves to brands.
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