Instagram has become a key platform for businesses to connect with their customers, as they reported in 2017 that 80% of its users follow a brand on Instagram. However, one of the biggest frustrations for digital marketers is the limited statistics available on the platform.
Ever since Facebook acquired Instagram in 2012, we all knew it was only a matter of time before the platform started to develop. 6 years later, they are finally giving us what we want. The Facebook Analytics team announced last week a major addition to its analytics suite: Instagram account analytics beta!
So, what does this mean?
Put simply, more detailed analytics.
Currently, we can see how users interact with Instagram posts and stories, but not how this drives business results. The new analytics will provide more comprehensive data than what is currently available on Instagram Insights, such as:
- Better engagement metrics, such as, retention rates and lifetime value of those who comment on or like your posts
- Ability to segment engaged users
- Deeper audience insights: you will now be able to see how your audience overlaps with those who have visited your website, engaged with your Facebook page or downloaded a brand’s app
The addition of these analytics should help digital marketers better understand how their content is impacting their overall business objectives. They are currently in beta (testing) and will be rolled out over the next few months. So, keep your eyes firmly fixed on your Facebook Analytics dashboard!