‘22 QUARTER 1 INSTAGRAM ANALYTICS
GROWTH INSIGHTS
+753 followers
01/01/22 10,280
14/01/21 11,033
Follower Insights:
+Approximately 250 followers per month/8 followers per day gained
+Surprise Finding: Your impressions have seen about a 40% decrease when compared to the prior quarter, while the overall engagement rate has seen a nearly 1% increase. This is largely due to an increase in comments and saves, not likes.
+Engagement rates see a total average rate of 6.27% with Instagram’s average rate for business accounts near 1-2% - so we continue to see amazing results!
A CLOSER LOOK AT POST PERFORMANCE
Post engagement rates are between 2% and 18%. Here is a glimpse of how they’re doing…
BRANDED CONTENT
This post was seen by nearly 10,000 accounts with more than 7,000 of them not already following you. This and other posts that relate to the grief journey show us that users connect on a deeper level when hearing about this topic. Additionally, posts that reach a higher range of accounts like this one are more likely to show up on users explore page who may not already be following you, which is another added benefit of posts that see higher engagement. This particular post pointed back to The Moving Forward Program and procured 86 new follower, more than 100 profile visits, 145 saves and 141 shares. Triple score!
BRANDED CONTENT
CONT’D
While this post only saw about 150 more forward facing likes than the other highlighted brand post, this post reached more than 15,000 accounts with many of them finding this post via the ‘explore’ screen and from hashtags. This post also garnered 166 profile taps and 110 follows in addition to 214 post saves and 149 shares. Many users expressed that they had recently or not so recently experienced a miscarriage and identified with this post, and there were more than 40 comments altogether. As comments pour in, we are finding that user interactions are beginning to overlap and individuals are connecting to one another.
ARTICLE TOPICS
The Miscarriage Hope Desk article series reviewed by the Advisory Board serves as a topic of high interest to the MHD community. This particular article received comments that directly related to the topic of women wishing they had known about progesterone sooner. Nearly 6,000 accounts were reached, with close to half of the accounts reached not already following you. This post also received 17 comments altogether, 36 saves and 19 shares. This is a great post example that shows the number of Instagram ‘likes’ (a little over 150) do not always determine the success of a post, and there is always more to be seen behind the scenes.
ARTICLE TOPICS
CONT’D
Part two of this article series garnered event more interest, with both forward-facing and behind the scenes high interaction rates. This post garnered nearly 335 content interactions broken down into 200 likes, 29 comments, 85 saves, and 26 shares. This led to 14 direct website taps, 20 follows and 155 profile visits. This post reached nearly 7,000 accounts, with a majority of them seeing this post from their home page. Many of the comments identified with low progesterone, with a number of women also sharing their potential connection to luteal phase defect, a theme we recently shared with Stories of Hope.
STATISTICS
While this was less of a ‘statistic’, we used the same format to speak to the emotions that come with loss. This particular post saw 35 comments, with a call to action to mothers to share the name of their baby or a heart in the comments. Most of those comments came directly from users, and not from replies. The call to action for this post called back to the account as we find that prompting users to visit the website in addition to another hard action request (like commenting) can water down results.
STATISTICS
CONT’D
This was one of the account’s highest performing statistics reaching more than 7,000 non-followers in reach and nearly 5,000 of the account’s followers. The highest performing impressions came from hashtags, with home as a close second. This post received more than 1,500 content interactions including 948 likes, 320 shares, 199 saves, and 61 comments. More than 100 accounts began following you for the first time and 175 visitors were brought to your account profile. The call to action for this post was to follow the recent article that linked to progesterone, further highlighting this topic and connecting with previous posts for the month.
CONTESTS
This was one of the first contests we ran. Hope Again Collective has a smaller audience that tends to be highly engaged and they’ve grown fast over the past year. This was our first toe dip into the waters of a contest, and while we only saw 6 new followers come onto the account forward-facing from this post, Hope Again Collective shared this post separately with their following, and the true count was closer to 30+ followers. Contests are a great way to bring new users into your audience, and share key information about the goals and offerings of Miscarriage Hope Desk, while giving another business a friendly boost!
CONTESTS
CONT’D
I believe a big part of the success of this specific contest was the timeliness relating to the triggers that RPL survivors struggle with. @everymamasheart was instrumental in making this particular contest successful as well, creating a hand-lettered graphic that featured both accounts, and she accepted the promotion tag for this post to be featured on the profile of both Miscarriage Hope Desk and Every Mama’s Heart, which plays a big role! This post reached nearly 10,000 users not already following the account- and gained us nearly 100 new followers, with an impact on the following of @everymamasheart as well. The audience of both accounts were fairly close in size to begin with and the target audience matches yours to a ‘T’, so this is a great marker for future contests.
POST ENGAGEMENT RATES BROKEN DOWN
TOP POSTS WITH THE MOST LIKES
TOP POSTS WITH THE MOST COMMENTS
TOP POSTS WITH THE HIGHEST TARGETED REACH
OVERALL POST FINDINGS:
+Surprise Finding: The number of impressions and account reach per post does not necessarily garner the most website clicks, though nearly every post leads to at least one website click, with certain topics garnering more clicks.
+Post Impressions: Nearly all of your posts see 1,000+ impressions and many users are finding your profile pop up on their home page or ‘explore’ page which indicates that Instagram is sharing your posts with your followers and is happy with your account. Hashtags are also a consistent source for users to find your account.
+Your Engagement: All of your posts see extremely high engagement rates for a business account, with a total average greater than 6% engagement. Double score!
MOST IMPACTFUL STRATEGY:
+Consistent Posting each week brings continued brand awareness and anticipation. This creates a primed audience to view, share, and save your work and to potentially turn into workshop participants and email sign ups. We suggest posting a minimum of three times per week on this account.
+Engaging Content writing engaging, relevant content with a strong but natural call to action is imperative for positive brand awareness and continued top engagement rates.
PLANS + RECOMMENDATIONS
STORIES OF HOPE: Continue to share these on the IG account, using quotes from the article. These types of posts that feature Stories of Hope tend to perform the best in terms of forward facing engagement and website clicks.
QUOTE POSTS: We encourage you to keep ‘Quotes’ including branded quotes, as an account staple. Finding the best quotes to share may come with some trial and error, though we think that sticking with the content theme of the month is a good marker for this.
ACCOUNT FEATURES: If you plan to feature 3 or more posts per week on the account, we suggest sharing ‘account features’ in a similar vein of the fridge features on Prep Dish. Find graphics and images that don’t clutter up the profile and have a similar feel to the content you’re already sharing.
VIDEO POSTS: Mixing in video quote and podcast posts has proven successful on posts that previously showed low performance and engagement. We suggest sharing the podcast and occasional quote posts this way. We also recommend using the Instagram Live feature once a quarter or more.
ALGORITHM: Your account is doing quite well considering Instagram’s constantly changing algorithms and security updates. Our engagement growth approach has proven successful, showing an increase in singular post reach and overall account reach and impressions.
RECOMMENDATIONS:
+Use posts to request participation in surveys to understand the content and topics users would like learn more about or see more of.
+Reach out to past participants (if there are) for a testimonial on the Moving Forward program.
+Request testimonials from professionals to feature on the account as a quote post to bring validity to the valuable resources you offer. Let’s start here with the editorial board!