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Social media is now like a part of our everyday lives, every time you will see people scrolling on their news feeds and occasionally stretching a smile. So much so, the best time to check on social media is sitting on your toilet seat and scrolling through, seriously, almost everybody does that (I do too). Talking particularly about Instagram, an app that has very rapidly made the cut for being one of the top notch social media sites, with almost 500 million active user accounts, it is with no doubt that Instagram is the best photo/video sharing app.
When there is a huge part of people enjoying the whereabouts of this app, many brands and companies think of it being an excellent opportunity to advertise and market themselves within a crowd that is already very much obsessed with newer fashion trends. Instagram is all about the fun, share pictures and videos about your product, wait for people to comment down praises and suggestions, be prepared to get bombarded with likes and upload a live story once in a while for the users to enjoy. But, if you’re a company whose main concern is knowing about your engagement rate and whether all your effort on this app is worth it, you need to have accurate facts and figures to determine your Instagram progress. I know the deal with Facebook and twitter is simple as you can have an accurate set of analytics in front of you, but with Instagram, no not a piece of cake.
Instagram Engagement Rate: This is basically the rate at which people have been engaging with your account or your posts. As mentioned before, you simply cannot get a defined number of people interacting with you, thus you would have to calculate the rate yourself. Visiting many sites you will come across many scams of long processes that claim to help you find out the engagement rate, but fret not, I will give you a comprehensive approach from where you can easily solve this dilemma.
So the next time you’re up for pulling a report for your brand’s instagram progress for the past few months, you can easily do that.
How To Calculate The Engagement Rate: The approaches that I am about to list down in this article are probably the easiest you will find on the internet, no signups no fake promotions and no annoying ads. So here it goes.
Engagement Percentage: This is probably your most authentic way out, all you have to do is choose your instagram post and count the likes and comments. Next, you simply have to add in the numbers and divide it with the total amount of followers, and there you go, an engagement percentage. Let’s take example of Nike, a popular sports brand. They’ve posted a picture about Shanghai captioned as ‘Unlimited Shanghai’, which picture has 454,668 likes and 3060 comments and their followers are around 66.4 million. So if we add in the comments and likes we get 457,728/66.4m x 100 we get a rounded 7% engagement rate for Nike which is epic. So, isn’t this the easiest way?
Followers: By the amount of followers that you have on your brand’s official account is what gives you a heads up of your posts being actually followed by the instagram community. Many brands and even celebrities have millions of followers which just show them that their posts are being at least viewed on each of the million user accounts.
Comments: I could’ve chosen the ‘likes’ option as well, but comments give you a more precise rate on your activity. It is easy to double tap any post that comes on your newsfeed while scrolling but that doesn’t mean the user actually took the time to view it or actually ‘liked’ it. So while judging, comments give you a fair edge because the user actually took a while to think of what to comment and then do it. For example, Kylie Jenner’s Cosmetic line, which is absolutely lit by the way, she on average has almost 3k comments on each picture, half the people praising her amazing lip shades and half the people tagging others to check them out as well. So basically if you were to analyze, you would realize that there is a huge chunk of the instagram community that is engaged with kyliecosmetics (which is her official username on instagram).
Sales: So if you claim yourself as a leading brand with a satisfying engagement rate, the next step is to analyze whether your clients actually buy your products? If your pictures have thousands of likes and comments and zero sales of the particular product, then you need to understand that the physical engagement is a lot less than it actually seems. Maybe your customers aren’t happy with the quality, variety, colors, prices or literally anything, then you need to change your strategies in a way that facilitates your customer base. So a larger number of sales mean that your clients are actually fond of you!
Hashtags: The most significant alignment with instagram is the use of hashtags; many people put in hashtags with their pictures to let’s say promote a cause or brand. Your company’s hashtag should be very unique, something like #SayNoToChildLabour or #HolidayEdition which makes it unique and signifies to you only. Common hashtags are like #Cake or #FavoriteNailpolish which can be used anywhere, so in short your unique hashtags give you the edge of actually tracking down the posts that your customers have talked about you in, giving you a much clearer rate of engagement.
So by this time you are very well aware of the amazing ways by which you can know about the engagement rate on your instagram official page, with millions of users this platform is a perfect way to give your marketing strategy a boost by advertising what you’re all about. So use this app in the most positive way possible that benefits you to make a larger customer base for your brand.
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