If you have a business profile on Instagram, the biggest benefit is access to analytics (“Instagram Insights”). If you haven’t switched over yet and have a business or brand, do it! There are many benefits, here is an easy step-by-step guide to making the switch.
One of the biggest and initial best practices I preach for laying the foundation for successful marketing is to understand your audience. Once you have a good understanding of who your audience is, what they like, who they interact with and so on...the more accessible they become and the better chance you have of creating desirable content. One way of understanding your audience on Instagram and beyond is through analytics.
One of the best data points included in Instagram Insights is what is offered under the ‘Audience Tab.’ Audience = Followers. The audience data provides an overview of your Instagram followers. In the Audience tab in Insights, you will find:
Where your audience is located
The age of your audience
The average time of day that they are on Instagram
By understanding this information, you can seamlessly create a content strategy and direct it to your followers based off of their age, gender and time of use.
For example, if I see that the majority of my followers are in Austin, between the ages of 18-24, 81% women and are most online between 12pm and 3pm...that gives me a great amount of direction to plan content for my audience. Content that they will actually see and genuinely like.
If you’re able to understand your audience through Instagram Insights, you can tailor your content strategy toward them with a larger chance they will be receptive to that content. By taking these steps, your engagement rate, reach and followers will organically increase.
Utilize the Business Profile on Instagram
Tap into the Audience data to understand the who, what and where of your followers
Create a customized content strategy based on those findings
Watch your engagement rate, your reach and your followers increase!