Instagram, the popular photo and video-sharing social platform, has revealed it will soon launch a new analytics tool that can be used by content creators and marketers to help focus their campaigns and build better success. The new ‘Insights’ solution will be of use to publishers and brands looking for a better idea of who is interacting with their content and how posts can be improved.
News of the analytics tool has been reported by Later, a firm offering software to help with Instagram post scheduling. The company suggested that ‘Insights’ would provide key information on follower demographics, as well as analytics on individual posts. This will help marketers work out which content has been the most successful, and how it has been engaged with.
There are a number of important features coming with the new tool, one of which will provide location data. Under the follower demographics tabs, marketers will be able to sort their fans by gender, age and location. Data will be easily digestible due to the use of graphs and pie charts. Location will be further honed in on by country and city, providing some great information for advertisers – particularly those running targeted campaigns based on region. The location section will also provide the details of new followers, both by hour and day.
Elsewhere, the post analytics tab offers various metrics for each individual piece of content. This includes impressions, website clicks, reach and a variety of other activities that will provide creators and advertisers with more data on how well specific content performs. One interesting feature enables brands to check the peak times for usage, allowing for better scheduling of content so it reaches the most fans.
For companies wanting to gain a quick overview of their posts, the visual content tab is ideal. In this section, a Top Posts lists makes it immediately obvious which images or videos have performed the best based on impressions, both for monthly and weekly data. Utilising its strength as an image-based platform, Instagram presents the information here in image thumbnails for maximum impact. It also makes it clearer to see the best posts with one glance.
The latest news comes as Instagram continues to offer increased marketing opportunities to advertisers and showcase itself as a valuable tool. The Facebook-owned platform’s development of ‘Insights’ shows a significant step towards proving just how useful it can be, and with audience data made available to brands, it is hoped that many companies will be able to produce more engaging and successful content as a result.
Though no official details have been launched regarding ‘Insights’ other than that the platform is undergoing testing, it is expected that the public launch will debut in the next few months. According to TechCrunch, a few users have already noticed some analytics features being listed as live when using the mobile application. The arrival of ‘Insights’ follows Instagram’s recent tests for a variety of new profile features for businesses, including linkable location tags, a ‘contact’ button and mobile ad-buying experiences.
