When it comes to Instagram, one of the biggest questions I get asked as a marketer is:
how do I know whether I am on the right track?
Strategy is crucial, yet you should also be tracking metrics (and numbers). What should you be following then?
Likes and followers are vanity metrics. As a refresh, vanity metrics include catchy analytics that may be satisfying on paper but cannot be attached to clear marketing goals.
Every client I have worked with within my ten years of experience has asked me to grow their followers. However, there is so much more you can learn about your audience on Instagram.
When it comes to Instagram, most musicians still focus on vanity metrics like followers and likes. Yet, how users interact with the platform has changed so much that it is vital to track your Instagram goals better and know which metrics you should focus on.
Below are two metrics you should start looking at in your Instagram insights and analytics.
Instagram saves
I love saves (aka the ability for followers to save Instagram posts they love for later), as it gives a whole new host of insights into the mind of your followers.
It allows you as musicians to get to know much more efficiently what your audience loves. "Saving" content is a sign that our audience finds your helpful content. Maybe it's entertaining, or inspirational, motivational.
Saves can be a metric you are looking to grow and a metric you want to analyse to find patterns in your content. Head to your analytics and look for patterns and what jumps out.
What are the saves telling you about your content? Can you spot any patterns within them?
Instagram shares
Shares are a great way to improve discoverability, which in return will also grow your following - score! Seriously, shares are a great way to boost your reach in various ways, so I would not underestimate them in any way.
These work incredibly well to show that your content is inspiring enough for people to share it and expose you to a whole new audience. The fact that your analytics allows you to get a full spectrum of data from the last 30 days to a year is a powerful asset not to be underestimated.
Not only it can tell you as a musician what posts resonate with your audience, but it also serves as a great way to have your fans sharing your music, so make sure you include video content in there too.
Instagram vanity metrics are slowly fading because they have proven not to be helping users genuinely reach their goals. Instead of treating Instagram as a one-trick pony, focus on aligning your efforts with the growth of your music brand.
By focusing on the right metrics, you'll be able to adapt your content, engage with fans, and create better relationships with your audience.