The 4 Instagram KPIs you should be tracking 📈

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In today’s newsletter:

• The 10 marketing KPIs you should be tracking

• All the tips and tricks you need to use Pinterest successfully

• An honest look into our Engineering team engagement survey

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 🗞 What We’re Reading

Instagram

• Instagram tests putting suggested posts ahead of your friends'
• Instagram rolls out Reels ads globally

Facebook

• Facebook is bringing Shops to WhatsApp and Marketplace

•  

  Facebook officially launches its live Audio Rooms feature

• Facebook tests new animations when sharing a post in the news feed

Twitter

• Twitter opens applications for ticketed Spaces And Super Follows
• You can share tweets directly to Instagram Stories now

Audio apps

• Clubhouse is building a DM text chat feature

• Clubhouse reveals Brazilian creator, Dandara Pagu, as the new app icon

• How to download your Twitter Spaces audio recordings

Pinterest

• Pinterest partners with American Express to support small businesses
• Pinterest opens an office in Mexico City

Others

• 25 ways to use social proof on your e-commerce website to increase sales

• Snapchat adds new product integration for pride week, enabling users to create physical pride flags

• 5 tips for brands that want to succeed in the new era of influencer marketing

🔥 Hot Tip of the Week

Key Performance Indicators (KPIs) help you understand what’s working and what’s not working in marketing. And they should play an imperative role in your brand’s growth strategy. The hardest part is knowing which one's are the most important ones to track.

Here are 4 KPIs that every marketer should be tracking:

1. Engagement rate

Your engagement rate is a key indicator of whether your audience is enjoying the content content you are publishing. Basically any time one of your followers takes an action on your profile or in response to one of your posts, that's engagement.

Keeping an eye on your engagement rate matters because it shows you how people are reacting to your content. The more your audience relates to your content, the higher your engagement rate will be. This is a clear sign that your social media strategy is paying off.

Instagram metrics that influence your engagement rates include likes, comments, shares, saves, website clicks, profile visits, followers, and replies to Instagram Stories. Refer to our Instagram analytics guide for more info on how to view these metrics.

2. Follower growth rate

This one is a good indication of whether your business is reaching new people and catching their attention. You should evaluate your Instagram performance by looking at how your follower count changes rather than the actual number of followers.

Let's say you gain 50 new followers in a month. If you started with 500 followers, that means you grew by 10% – this is your growth rate. On the other hand, if you started out with 5,000 followers and got 50 new followers that month, your follower growth rate would only be 1%. This metric indicates that your Instagram marketing is stagnating, and it may be time to try a new strategy.

3. Traffic

By keeping track of website traffic that comes specifically from Instagram, you'll be able to understand whether your content is engaging enough to the point that it drives people to click on a link and check out your website.

When someone visits a link from social media and they end up on your website, Google Analytics recognizes the visitor as a referral. You can also track this by adding UTM parameters to any links you use on social media. 

Since you can't add links to Instagram posts, you can use clickable link in bio, like Shop Grid, to drive traffic and sales from Instagram.

4. Saves and shares

Over the last couple of years, the metrics we should be using to measure success have shifted from likes and followers to saves and shares.

When someone saves or shares your content it means it's resonating with them. A save means someone has found value in your content and it's something they want to reference and go back to. And if someone shares a post it’s a public declaration to show they feel aligned with your brand.

So if your metrics for success are saves and shares, you’ll be able to build a very engaged and loyal social media audience.

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Thanks for reading! Now, over to you – what Instagram KPIs are you tracking? Share them with us on Twitter by tagging @buffer and using #buffercommunity!

⚡️ What's New at Buffer

🛠 An Honest Look into our Engineering Team Engagement Survey

In the spring of 2021, we put out an engagement survey to our engineering team to understand their experience at Buffer. In this post, we share the very honest and eye-opening survey results, and the action steps we plan to take from our learnings.

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💰 A Guide to Selling on Instagram as a Small Business (with a Free Worksheet)

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In this post, we share how our Customer Advocacy team has adjusted their schedules, goals, and mindset to acclimate to and thrive in a 4-day work week, all while supporting thousands of customers.

💡 8 Social Media Content Ideas to Incorporate into Your Strategy

Looking for inspiration for your next social media post? These social media content ideas will help you keep your feeds feeling fresh and engaging for your audience.

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