Quarter 3+4 INSTAGRAM ANALYTICS
GROWTH INSIGHTS
+2,080 followers
06/01/21 8,200
12/31/21 10,280
Follower Insights:
+Approximately 350 followers per month/12 followers per day gained
+Surprise Finding: Your impressions have nearly doubled when compared to the prior quarter
+Engagement rates see a total average rate of 5.44% 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
These posts are a great example of content that may seem simple, but resonates deeply with the fertility community. The goal of posts like this is to keep content to the point and lead them back to your profile and webpage as a continual resource. This post was seen by more than 13,000 accounts that were not already following you in addition to more than 4,000 of your own followers. 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.
BRANDED CONTENT
CONT’D
This particular post is one of the accounts highest performing posts in the MHD account’s history. This post reached more than 25,000 accounts with the majority of them finding this post via the ‘explore’ screen. This post also garnered a much higher than average profile activity of 279 profile taps and 118 follows. Many users expressed that they had recently or not so recently experienced a miscarriage and identified with this post, with another user expressing that many of their patients are sent to the Miscarriage Hope Desk page as a resource. As comments pour in, we are finding that user interactions are beginning to overlap and individuals are connecting to one another.
BRANDED CONTENT CONT’D
Part of the user feature series, this quote was our own and was still able to be featured as branded content on the account while sharing an October Monthly Feature participant’s story. Double score! Ideally, we’d like the branded content on the account to go viral, and this is the perfect accommodation when we roll out the October Feature option to users. This post reached more than double the number of non-followers as it did followers, gaining the account 52 followers and 94 profile visitors. The majority of accounts saw this from ‘home’ meaning users that already follow you saw this pop up on their home screen and users that did not already follow you, saw this pop up on a story of an account they follow.
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 garnered the most clicks from the Instagram page in the account’s history, showing us that autoimmunity must be something that users are struggling with or curious about. Nearly 7,000 accounts were reached, with more than half of the accounts reached not already following you. This post also received 27 comments altogether, competing with some of your viral posts. Comments also shared acknowledgement from several users who related directly to the post subject. This is a great post example that shows the number of Instagram ‘likes’ do not always determine the success of a post, and there is always more to be seen behind the scenes.
ARTICLE TOPICS
CONT’D
With this post, we tried something a little different. We linked a statistic to the relevant post topic of silent or missed miscarriages, linking users to the Miscarriage Hope Desk article content featuring blighted ovum and chromosomal abnormalities. This tactic helped increase overall post reach, engagement and impressions, while pointing users to an article on the website. Win, win win! You’ll also note that in nearly equal reach, users found content from explore, home and hashtags, making this a well-rounded, successful post. It is also worth noting that this particular statistic received 58 comments altogether, which far extends the post average, even for article posts which tend to see higher interaction rates.
ARTICLE TOPICS
CONT’D
This article topic received the second highest clickthrough rate from Instagram based on Smart Bio data. This post reached a nearly equal amount of followers and non-followers for a total reach of 6,500+ users, many of them finding you on their home tab. This article also saw a higher than average ‘save’ rates with more than 75 user saves and 41 comments. Article posts like this one often garner further questions from users. Should we tag Nattha to help answer the questions, lead them to the article, or some other candid answer? Would love to hear from you on this!
STATISTICS
This statistic was the best performing ‘statistic’ post yet, garnering a lot of interest in terms of likes, comments, shares, saves, follows and overall reach. With over 1k likes, 56 comments, 138 saves, and 78 new followers. This post showed us how many users relate to the ‘anxiety’ aspect after loss, (which makes us wonder the pool statistics are gathered from sometimes!) and is always worth future discussion. Extra bonus? These statistics feature your website, so every share and save will connect it to not only your profile but your website and the initiatives you share.
STATISTICS
CONT’D
This statistic was very much a one-off post; good for users to know and connect with, however troublesome to users who have experienced a second trimester loss in the past or have experienced multiple losses past the first trimester. This was a higher performing statistic reaching more followers than non-followers in reach, with the highest performing impressions from home. This post also received a high number of comments and saves and more website taps than on average. The call to action for this post was to join the Moving Forward Program which most closely correlates with the high volume of profile visits and greater number of website taps than on average.
STATISTICS
CONT’D
This high-performing statistic was a great gauge for us to find out how users relate to this topic, and if blindspots in the medical resonate with your following. Based on the account reach with followers and non-followers on top of impressions and content interactions, this was a hot topic, with many users feeling that the number should have been higher. We’ve touched on this topic many times since, and will continue to point to the issues women face when dealing with medical care in times of loss. In this post, we spoke to the specific module in the Moving Forward Program that connects to advocating for yourself and noted that the program would now be live and open 24/7 on the website. This garnered higher than average profile visits and website taps as a result.
TIMELY +
CONTENT DRIVEN
This particular quote is very relatable and connects to a very common saying- certainly striking a chord with your community and beyond. The timing for which this post was placed in the feed was particularly important, and was in part responsible for the reach it received. Sharing content that closely relates to seasonal experiences and holidays is key for users to be able to closely connect with. The call to action here was to have users join the Private Facebook Group that you offer and also alert users to other resources that may offer remembrance. This quote was shared 150 times and saved by 77 accounts. This post reached nearly 10,000 accounts, offered more than 10,000 impressions, and brought more than 50 new followers- as a direct result- to your user base. You received a large number of profile visits and comments, while reaching nearly 70% of accounts not already following you.
TIMELY +
CONTENT DRIVEN
CONT’D
I believe part of the success of this specific post was the timing. Feeling worn down from the season, financial strains, COVID stress- everyone can feel it and particularly those dealing with loss. This was an ode to the miscarriage survivors that feel especially unseen as the world keeps turning and others also continue to share their struggles that do not necessarily pertain to loss. With completely image based posts (no graphics), we work especially hard to create timely, thoughtful posts and content hooks that we know will strike a chord with your audience, and most of the time, they do. These posts help us test out post content to see what users are really reading and identifying with vs. a graphic that catches their eye- and this has helped us create future quote and stat graphics.
TIMELY +
CONTENT DRIVEN
CONT’D
This is another example of image driven content and written content performance. Our goal with the imagery in MHD is to bring diverse concepts into play, while also sharing that the face of miscarriage looks completely different. Some days it’s anxiety, other days it’s tears, and others it goes unseen. We hope this content draws users from all different backgrounds and circumstances and have found that the image is just as important as the written content for post performance.
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 half of your users are seeing your profile pop up on their home page which indicates that Instagram is sharing your posts with your followers and is happy with your account. Score!
+Your Engagement: All of your posts see extremely high engagement rates for a business account, with a total average greater than 5% engagement. Double score!
+Average post rates: 12 profile visits, 4 saves, 3 private shares and 2 website clicks. Saves and shares are especially high for quotes, articles, and featured art.
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.
+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: We’d like to set up posts with a specific call to action for users to share their story, connecting a link in the smart.bio directly to a Google Form that users can fill out. The more we can bring awareness to stories from women of all different walks of life with unique happy endings, the more relatable content we’ll have to share that can help women in a dark place see that there is hope. Did you see some emails come through from a recent call to action? We direct messaged them with your email.
QUOTE POSTS: The purpose of quote posts is to increase the accounts algorithm. As we continue to share quotes and learn more about what users directly relate to, we’ll be sure to share strategic content in the following posts knowing that these posts will naturally be shown to more accounts.
ACCOUNT FEATURES: We’ll continue to mix in account features and powerful resources for users. This is great for reaching the audience of users in a similar space, as well as sharing impactful resources for your audience.
VIDEO POSTS: Mixing in video quote and podcast posts has proven successful on posts that previously showed low performance and engagement. We’ll continue to share the podcast and occasional quote posts this way
ALGORITHM: Your account is doing quite well considering Instagram’s constantly changing algorithms and security updates. Our engagement growth approach has been proving successful and our account targets continue to be highly targeted, 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!