When the Instagram Business account became available, I obsessively checked my analytics daily. I loved seeing what worked and what didn't. I've since slowed this down to monthly, but I still think it's super fun to see what people respond to and what they don't.
As an end-of-the-year reflection, I thought we'd go through my past year of Instagram analytics. But for the sake of time, blog post length, and all things good, we won't review all possible 24 analytic combinations. Instead, we'll just stick to the "All" option (as opposed to choosing "Photos, Videos, Carousel Posts). Let's dive in!
Impressions - The total number of times all of your posts have been seen. (One person can view it multiple times.)
- It wasn't all that surprising to me that my Top 5 posts from the year were pictures from Let's Camp 2017 — a lot of women came and tagged back to my account. That's just how the internet rolls.
- I love that the "One day this will be 20 years ago," quote post was the 6th highest. I'm not quite sure why, but it's a good quote.
- Whitney Lundeen from Sonnet James was tagged in this post, so I'm assuming that's why it earned so many impressions? Perhaps people were seeing it in her tagged photos.
- The gorgeous naked woman was a model from the Glossier #bodyhero campaign. She's so striking, and I think, more than anything, the post timing was in my favor. I posted the photo right after it came out.
Reach - The number of unique accounts that have seen any of your posts (only counting the account, not the views).
Engagement - The number of times your post was linked, saved, and commented on.
- So, again, the retreat photos rank highest here, but we do have a new contender: a group photo from one of my workshops. I don't typically use hashtags. (After shadow banning came out, I just lost interest in even trying.) But, I heavily hash-tagged this photo.
- Personal posts, like ones of my family, are always really high up there. This makes sense to me - I know that I like to see pictures of other people and their families, too.
- Travel. My trip to Costa Rica post received a pretty entertaining response from people. I wrote a quick and dirty reaction to my trip, and I actually had people text me to say they were sorry it went so poorly. It wasn't so bad (I actually enjoyed it)- I just wanted to be honest. It wasn't all sunshine and rainbows the entire time!
Likes (You know this.)
- New posts here, including this Tina Fey quote (which is so good). I have no idea why this post has more likes, yet it doesn't show up in any of the other categories.
- Also, this new post — I call it a "sandwich series" photo. For some reason, I have numerous pictures like this where I look like I'm describing a recent large sandwich I consumed and enjoyed.
Comments (You know this, too.)
- Here's where we get some variety — travel post takes the #1 #3, and #6 seat!
- Then, my re-brand announcement comes in at #2. 🎉
- Post #4 is a video (which goes to show that I'm obviously attracting the right people in my life, as it was a) one of my funnier moments, and b) all about organizing with a spreadsheet - my favorite.)
- Dinner pops up here! I host dinners every once in a while, and I was inviting people to attend my next one.
- The quote has a lot of comments because I announced that I'm moving to Australia. (!!)
Saved - The number of unique accounts that saved your posts. (Remember that new feature they rolled out this year?)
- Who whoa whoa WHOA - these analytics might be the most interesting. Some of the quotes I posted didn't really pop up anywhere else, but people apparently liked them enough to save them (just not enough to like or comment). I think a "save" is pretty flattering - people want to go back to it, to be reminded of it. The quote posts make sense for this.
- Event announcements make sense for a save, too - so people can come back to remind themselves they want to attend.
- Also, my video recommending an email app.
- And, of course, an amazing cross stitch. That makes sense.
Overall, lessons learned:
- The retreat was a hit. Don't worry - we'll do it again!
- I need to work on my post timing, like the Glossier #bodyhero campaign.
- More travel posts (which should be easy since we're moving across the world!)
- Keep doing the quotes!
What's working for you in your analytics? Anything that surprises you? Would love to hear!