Supermetrics: Instagram Insights Connector
It is very difficult to deny the impact of Instagram, it exceeded one billion active users and has more than five million monthly advertisers. Even depending on the type of brand, product or service, Instagram may be a channel that generates much more revenue than Facebook.
In order to get the most out of Instagram, it is important to have easy access to the information from Instagram Insights and thus be able to find key information to generate optimizations.
It is for this reason that I wanted to tell you that now Supermetrics launched the Instagram insights connector for Google Sheets Y Google Data Studio.
In order to access this platform, it is necessary to have an Instagram company profile, which is linked to a Facebook page and you must be an administrator of that page
The benefits of the Supermetrics Instagram Insights connector
Get an overview of performance in just a few clicks
It significantly facilitates the analysis so that it is much faster compared to the native Instagram platform. With this connector you can extract the data you need in just a few clicks. There is no need to switch between different tabs within the application to see a big screenshot of the audience, the content performance or the profile activity. All these metrics will be visible in a single dashboard.
Go beyond the default app display
You can view the information with different types of charts in Google Sheets or Google Data Studio As shown in the image. This makes the presentation of our data much more dynamic
Store historical information in spreadsheets
Instagram Insights allow you to view and obtain information from the last two years. However, as I have discussed in other posts, looking at historical information is key to trend analysis. With this connector, all the data we have can be stored in Google spreadsheets. We can select the option "combine new and old results" that is available in the "options" section of the sidebar.
Now that we have seen the possibilities of this new Supermetrics connector, let's take a look at what kind of reports we can build using this data.
Case # 1: monitor the activity of our profile
The header of the Instagram profile is very important since it is the first thing that users see when they arrive at our account. The call-to-action buttons are located below the biography, where visitors can send emails to your business, get directions, or call.
By monitoring these actions we can see which is the best contact channel for your company. For example, if users frequently search for the address of your local or office, you probably need to check how your profile looks on Google My Business and keep the information there up to date.
Do they call more often? in this case, it might be good to see the volume of work that the customer service agents are having and assess whether it is necessary to increase the number of people dealing with the volume of calls.
Case # 2: Content and audience analysis
Instagram has launched multiple content formats in the past year and Supermetrics provides analytics for the two most important formats: profile posts and stories.
The latter have become a daily communication channel with your closest audience, while the Instagram feed is a space to show all the variety of products you offer.
Content analysis in the feed
First we must take a look at the performance of our content: What is more interesting, a static photo, a carousel or a video? What are the posts that generate the most engagement? Remember that it is important not only to monitor the likes and comments but also the "saved" ones, since the user will probably return to view our content later.
With this analysis, the content pillars can be identified, as well as the themes with which the audience generates the most engagement. After that the content planning can surely be guided by the data from our analysis.
Using the "preview image" option we can immediately see which were the most popular posts, it is not necessary to check on Instagram which image that post corresponds to.
Analysis of the stories
We can't deny that Stories changed the way we interact with brands on Instagram. In addition, with filters, gifs, boomerangs and text and image effects, you can find various resources to deliver a marketing message in a creative way.
Especially in this analysis, the Supermetrics connector offers us a great help, since the insights of the stories are available for a very short time in the Instagram application.
Audience analysis
Creating a "User Person" is key to analyzing our audience. We can easily export demographic information to see which is our most active segment and obtain information on age, gender and location.
In addition to that, we can find the volume of views of our profile on a specific day. It is also possible to find which day our audience is most active, in this way we can optimize our content publication schedule.
Case #3: Analyze which promotional activity attracts the most followers
Building a significant fan base is often a concern of many companies. Of course, having an interesting content quality and consistency is essential, but it is always necessary to amplify our messages in order to build a great community.
There are different tactics that can be used to attract followers. For example, working together with influencers who have a similar audience to our brand, running contests or working with ads. Whatever tactic we choose to achieve our goal, it is important to have a measurement before and after each of these activities in order to know the results with certainty.
Case #4: compare information from Instagram Insights with information from other networks
The multi-channel approach to reporting is a key practice in digital marketing today. That is, comparing information from different data sources in the same place and in a comprehensive way. With Supermetrics we can, for example, observe the performance of a specific type of content on different channels.
We can also perform an analysis to determine which is the social network that generates the highest amount of traffic or if there are differences between the user profile that follows us on Instagram or on Facebook.
Instagram Insights report template for Data Studio
Finally, I want to tell you that a default template is available in Google Data Studio to observe Instagram metrics. In my opinion it is a very complete visualization and that is why I recommend it. This can be found by selecting the use template option that appears when connecting the Supermetrics Instagram Insights integration.
I hope you find all this information useful. Personally, I believe that Instagram is the leading social network of the moment for many types of companies and everything related to the analysis of information on this platform still has a lot of growth field.
