Beauty Clients For Life: How To Foster New Business Relationships Using Social Media by Melissa Liscio

Author:Melissa Liscio [Liscio, Melissa]
Language: eng
Format: epub
Published: 2017-11-29T08:00:00+00:00

Chapter 13

What Do The Instagram

And Facebook “Metrics” Mean?

On Facebook, you may see certain notifications that encourage you to boost your Ads or they inform you that other pages have run ads for similar posts.

Having said that, whether you choose to continue to pay for Instagram and Facebook advertising or not, you will see certain numbers and results being recorded for you usually in the Instagram insights part of the App.

In internet marketing lingo, the total of these different numbers and results for different data mechanisms on social media and their output are referred to as metrics.

Usually, people will focus on likes or impressions or reach, but those usually only describe one result out of the many metrics available. In other words, “likes” is only one cog in the whole machine.

Instagram metrics basics.

Likes

This was originally Instagram’s only engagement metric back when Instagram was launched years ago.

Everyone wants their posts to be liked, however, with the current Instagram technology, we are not only able to see who liked, but also how many people were exposed to the post, i.e.: reach.

A good engagement ratio between likes and reach should be somewhere at 5% meaning if 5% of your reach was likes, then you made a post that people can relate to and should continue to make similar posts.

It’s important to focus on likes, but you should also now focus on the reach as well. Here’s why…

Reach

According to Instagram, reach is the “number of unique accounts who saw your post.”

There are a few ways to increase your reach, and my favorite one is to spend a few dollars per day so that more of my Tribe sees my post.

I’m comfortable with the paid reach solution, and personally, I feel that waiting around for organic reach is a waste of my time.

In other words, reach numbers are really the numbers of pairs of eyes that saw that post and the more people who see my posts, the better my brand building efforts become.

I’ve mentioned the correlation between likes metric and reach metric, but Instagram has added new metrics over the years that help us see the overall “engagement.” which should be a large percentage of your reach, in order to consider a post successful - 5% or higher.

Engagement:

Instagram refers to engagement as “the number of times your post was liked, saved and commented on.” Engagement is the new “like.” To me, engagement is the most important metric for any piece of content because things aren’t linear as people think.

Sometimes I get a low amount of likes, but I get more shares and more messages in my inbox because of the content I share.

So to me, one message in response to my comment is more worthwhile than a whole bunch of likes. A message indicates that the content I posted made an impact.

Depending on the content you share across your platforms, you will also see these types of trends pop up so in terms of reading and understanding your data better, focus your energy on increasing the engagement numbers, not just likes.

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