The Most Important Metrics for Business Instagram Growth

Instagram has become an incredibly important platform for businesses to reach their target audience, build their brand, and drive sales. However, with so many businesses on the platform, it can be challenging to stand out and achieve meaningful growth. That’s why it’s essential to measure your Instagram performance and identify the key metrics that drive your business’s success.

In order to illustrate where to locate these metrics, let's take a look at the profile of @audrifrey - a health and lifestyle influencer. It's important to note that these metrics are not exclusive to any particular niche. To get started, here's a brief overview of the essential metrics that would typically be featured in a media kit for brand outreach:

Here are the most important metrics for business Instagram growth:

First important metric for business Instagram growth: Engagement Rate

Engagement rate is the percentage of your followers that engage with your posts through likes, comments, shares, and saves. It’s a crucial metric because it indicates how well your content resonates with your audience. A high engagement rate means your audience finds your content valuable and is more likely to continue engaging with your posts, which can lead to increased visibility and reach.

To calculate your engagement rate, divide the total number of engagements by your follower count, then multiply by 100.

To gather the information needed to calculate your engagement rate, follow these steps:

1. Go to your insights tab.
2. Select the date range for which you want to gather insights.
3. You can also find engagement rate data for individual posts in your insights.

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Tip: Encourage your followers to engage with your content by asking questions, creating polls, and using interactive features like quizzes and countdowns. Engage with your followers by responding to comments and messages promptly and thoughtfully. 

Second important metric for business Instagram growth: Follower Growth

Follower growth is the number of new followers you gain on Instagram over a specific period. It’s an important metric because it shows how effectively you reach new audiences and how well your content resonates with them. Consistent follower growth can lead to increased visibility, higher engagement rates, and ultimately, more sales.

To gather the information needed to calculate your follower growth, go to your insights tab and follow select the date range for which you want to gather insights.

Tip: To ensure consistent follower growth, you should focus on creating high-quality content that resonates with your target audience and using strategies such as hashtags, collaborations, and promotions to reach new audiences.

Third important metrics for business Instagram growth: Reach 

Reach is the number of unique users who see your post on Instagram. It’s an essential metric because it shows how many people you’re reaching with your content. A high reach can lead to increased visibility, higher engagement rates, and ultimately, more sales.

To gather the information needed to calculate your reach, follow these steps:

1. Go to your insights tab.
2. Select the date range for which you want to gather insights.
3. You can also find engagement rate data for individual posts in your insights.
   

Tip: Use Instagram’s built-in analytics or third-party tools to identify the best times to post for your audience and optimize your posting schedule. Experiment with different types of content and formats, such as video and carousel posts, to increase engagement and reach. Collaborate with influencers or other businesses to tap into their audience and expand your reach.

 Fourth important metric for business Instagram growth: Impressions

Impressions are the number of times your post has been seen by users on Instagram. It’s an important metric because it shows how many people are exposed to your content. A high number of impressions can lead to increased engagement rates, follower growth, and sales.

To view your Instagram page impressions for a specific time period, follow these steps:

1. Go to your Instagram Insights.
2. Click on the "Overview" tab.
3. Look for the "Accounts Reached" section. Here you will see the total number of unique accounts that have seen any of your posts or stories during the selected time period.
4. Click on "Accounts Reached" to see more details.
5. Under "Accounts Reached," you will see "Impressions". This will show you the total number of times your posts and stories have been seen during the selected time period.

Note: Impressions refer to the total number of times your post or profile has been viewed. It is important to note that a single user can count for multiple impressions if they view your content multiple times.

Tip: To increase your impressions, leverage Instagram's various features such as Reels, IGTV, and Live videos, to showcase your brand in different formats. Additionally, use relevant hashtags, post at optimal times, and collaborate with other brands or influencers to tap into their audience and expand your reach. 

Final and most important metrics for business Instagram growth: Click-Through Rate (CTR)

CTR is the percentage of people who click on a link in your Instagram bio or swipe up on your story. It’s an essential metric because it shows how well your call-to-action (CTA) is working. A high CTR means your CTA is effective and your audience is interested in learning more about your products or services.

To calculate your click-through rate (CTR) on Instagram, follow these steps:

1. Go to your Instagram Insights.
2. Click on the "Content" tab.
3. Select the post or story you want to measure the CTR for.
4. Look for the "Interactions" section, which shows the number of interactions (such as likes, comments, and saves) the post or story received.
5. Divide the number of clicks on the link in your post or story by the number of interactions.
6. Multiply the result by 100 to get your CTR as a percentage.

The formula for calculating CTR is:

CTR = (Number of clicks / Number of interactions) x 100

Note: Clicks are only available for posts and stories that have links. If you don't have a link in your post or story, you won't be able to calculate CTR.

Tip: Use clear and compelling calls-to-action in your captions and stories to encourage your followers to take action. Use strong visuals, eye-catching designs, and attention-grabbing headlines to make your content stand out. Use trackable links and UTM codes to measure the effectiveness of your CTAs and refine your strategy over time.

To track your engagement rate, follower growth, reach, impressions and CTR, you can use Instagram’s built-in analytics or third-party tools like Later, Hootsuite, or Sprout Social.

Measuring your Instagram performance is critical to achieving meaningful growth on the platform. By tracking your engagement rate, follower growth, impressions, reach, and CTR, you can identify what’s working and what’s not and make data-driven decisions to improve your strategy. Instagram success doesn’t happen overnight, but with consistent effort and a focus on the right metrics, you can achieve long-term growth and ultimately achieve your goals on the platform.