Today, having an online presence means being visible on social networks, especially Instagram. This social network is essential in companies’ digital strategies: whether through the brand’s professional account (business account) or for collaborations with content creators.
Let’s take a look at the Instagram statistics to closely monitor as well as the best tips to boost your marketing strategy performance on this social platform.
Instagram: The Importance of Tracking Content Statistics
Instagram in Numbers: A Social Network That Remains Predominant
While the TikTok platform is growing, Instagram maintains a predominant place as a social network. With more than 2 billion monthly active users worldwide, including over 25 million in France, Instagram remains THE engaging and visual platform.
In France, Instagram recorded more than 34 million monthly unique visitors in 2022.
In the marketing field, 96% of brands in the beauty sector, and 98% in sports use it to develop their brand awareness, whether by directly communicating through their account, engaging their ambassador community, or via influence campaigns.
But to benefit from this social network (awareness, visibility, reassurance, content virality): it is essential to know how to analyze and measure the right statistics.
Instagram KPIs: Why Should You Track These Statistics?
Instagram statistics provide a wealth of useful information for any digital strategy. Creator or business (professional) accounts have access to this data directly in the app, in the statistics tab.
- Understanding what works and what doesn’t work as well: tracking statistics helps improve the strategy adopted on the account;
- Knowing which types of content to invest in: reels, permanent posts, stories…;
- Understanding the audience: the number of interactions helps to see what performs best.
🔍 The Trustt solution allows brands to access, at a glance, the Instagram statistics of content creators’ Instagram accounts who are candidates for ambassador missions, as well as to track the performance of generated UGC 🔥
The Importance of Influence Marketing on Instagram: Which Statistics to Track as a Priority?
Statistics for Permanent Posts
By permanent post, we mean : photos, reels (videos), and image carousels, available on the Instagram account profile and which remain always visible (except in case of archiving or deletion by the author).
The Instagram post statistics we typically track are likes, shares, and comments, in other words, interactions.
It’s with this data that we measure the engagement rate, the most relevant statistic according to 80% of marketing experts.
Calculating the engagement rate on Instagram is an important indicator for both influencers and brands. It allows measuring the audience’s interest in the content shared.
- The follower engagement rate informs about the importance of interactions in reference to the account’s audience size.
- The reach engagement rate is more realistic: it allows measuring the interest in the post relative to its coverage (impressions among followers and non-followers).
Creator or business (professional) accounts have access to more advanced statistics under the posts:
- Number of accounts reached (coverage: with the share of followers and non-followers),
- Number of people who saved the post;
- Number of shares;
- Profile Activity (profile visits, including followers);
- Average completion rate* for videos or reels.
*The completion rate corresponds to the percentage of the audience that viewed the content in its entirety.
Instagram Stories Statistics: An Ever-Increasing Engagement Rate
Instagram Stories display an average completion rate of 75% (reaching up to 85% for the sports sector)!
More engaging than permanent posts, they are available for 24 hours and allow followers (and non-followers when the account is public) to view what the content creator or brand behind the story has shared.
From morning routines to drinks on the terrace, including behind-the-scenes of the brand: the possibilities are endless. The instantaneous nature brings the account owner or the brand closer to its community, and offers a sense of proximity that attracts!
The Instagram Story statistics are accessible to the account owner, directly on the story in question: the number of accounts reached (share of followers and non-followers), the number of accounts that interacted with the content (reactions via messages or emojis), profile activities.
But we can also learn more about the browsing behavior of those who viewed the story: swipe to the next story of the account, exit from the stories tab, return, or swipe to the next account.
👀 A great example of a Klorane Belgium ambassador, who shared her beauty routine in a story:
Instagram Hashtag Statistics
Hashtags help to increase the visibility of posts or stories: users can follow specific hashtags or show recurring interest in certain types of content. The result? The Instagram algorithm “pushes” posts or stories that fall within their area of interest.
🔍 Note: creating a specific campaign hashtag on Trustt allows you to benefit from automatic collection of UGC published by ambassadors who mentioned it, as well as advanced statistics.
The Evolution of Follower Count to Track Community Growth
The “evolution of the number of followers” helps validate the relevance of the content strategy adopted on Instagram. This data is accessible from the statistics tab for creator or business accounts. It’s possible to filter by week or over longer date ranges.
Optimizing Your Content Based on Instagram Statistics
How to Target a New Audience on Instagram?
Use relevant keywords in your post hashtags to increase your brand’s visibility. To find the right hashtags, use the Explore tab on Instagram to perform a precise search in your sector.
Hashtags should be used sparingly (3 or 4 hashtags maximum per caption), without forgetting to prioritize targeted keywords to reach the right audience.
Finally, create your own hashtags by using your company name and personalizing it: it’s also a way to start a real trend and engage your community to produce dedicated content.
🔍 From the Trustt solution, create specific hashtags for each campaign, and benefit from automatic statistics collection on the dashboard.
Creating an Instagram Posting Schedule According to Your Target Persona
When we talk about editorial calendars, we also mean hours and days of the week that are more conducive to interactions. Without going into detail based on the weather and times when all internet users are on terraces in the sun, here are the general rules to remember:
- In the morning between 8 AM and 11 AM;
- In the early evening between 5 PM and 10 PM;
- On Wednesdays and Sundays.
These are the best times to post, as they are (on average) before and after working hours for most internet users.
Designing Creative Content and Sharing the Best UGC
On social media, the images that generate the most interactions (likes and comments) remain those that are the most polished, but also the most authentic.
Influencers know this and use original photos, stories, and videos, always according to their favorite subjects. And depending on your brand’s universe, promoted values, and target audience, the content of your Instagram account must also adapt!
Don’t hesitate to test several content formats (different perspectives and angles, playing with spaces, company tours, customer testimonials…) to acquire new followers, engage your community, and develop your brand awareness. Once your style is defined, expand it while seeking to maintain the originality and quality of the message.
Regarding UGC (User Generated Content), it’s impossible to forget them: the majority of brands that use UGC sharing in their marketing strategy see an increase in conversion and better customer retention (Singlegrain study). Having quality UGC is good, sharing it to highlight the concrete use of your products, is even better…
🔍The UGC collected via Trustt ambassador missions are based on the utmost sincerity of content creators. It’s neither acting nor paid UGC, but a genuine desire to contribute to the awareness of brands they appreciate.
Interact with Your Follower Community and Influencers
Interaction “is human,”“it’s about contact”: whether in real life or behind a screen. Make it a habit to respond to comments, ask questions and engage in conversations, under your posts, but also directly under the publications of your top ambassadors. Bonus: react to the stories of influencers you collaborate with!
🔍 The integrated Trustt solution allows you to identify the most relevant influencers for your brand and find at a glance the top content from launched campaigns.
As you’ve understood, Instagram remains THE platform not to be neglected, especially in sectors like food, dietary supplements, sports, or cosmetics. What makes and will always make the difference? Authenticity and engagement. And to refine your strategy, active monitoring of statistics is essential.
To benefit from comprehensive and tailored support, grow your pool of brand ambassadors and talents, book your 15-minute slot with one of our experts.
Without going into detail or case-by-case, the top times to post on Instagram are in the morning between 8 AM and 11 AM, and in the evening between 5 PM and 10 PM. It’s at these times that internet users generally connect to social networks, before or after their work time.
Instagram story statistics are available from the statistics tab for business or creator accounts. They allow you to track the interest generated by content shared in stories among followers (and curious non-followers if the creator account is private!). You can thus monitor total impressions, user navigation behavior, or reactions to stories.
