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The Science of Instagram Analytics - Evan James, Social Bakers

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The Science of Instagram Analytics - Evan James, Social Bakers

  1. 1. The Science of Instagram Analytics @evanjames11 Evan James Head of North America
  2. 2. Stages of Social Maturity Socially Native Early Stage Leading brands on social today
  3. 3. Social Network Divisions Delivery NetworksDiscovery Networks
  4. 4.  The network is in a “development” stage  Content strategy should focus on interactions  Don’t measure in isolation  Turn insight into action Key Traits of Instagram
  5. 5. The Instagram Landscape in 2015 DevelopingKey focus now
  6. 6. Photo & Video Filter Engagement Average Interactions Fan Growth & Distribution Total Interactions Brand Perception Total Shares Post Type Effectiveness Custom Reporting & Dashboards
  7. 7. Media are some of the smartest social marketers 0 100 200 300 400 500 600 700 Brands Media Average Number of New Posts in 2014 0 50 100 150 200 250 300 350 Brands Media Celebrities Millions AVG Profile Interactions on TOP 10 Most Engaging Profiles
  8. 8. Photo or Video? 95% 89% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Brands Media Post Type Distribution image video 0.000% 0.500% 1.000% 1.500% 2.000% 2.500% 3.000% 3.500% image video Brands - Average of Post ER 0.000% 0.500% 1.000% 1.500% 2.000% 2.500% 3.000% image video Media - Average of Post ER
  9. 9. Normal Filters Dominate 0% 1% 1% 2% 2% 3% 3% 4% Brands - Image Filter Usage 81% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% image video Brands - Filter Usage Normal Others 0% 1% 1% 2% 2% 3% Brands - Video Filter Usage
  10. 10. Filter Usage Is Highly Dependent On Industry 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% Services Alcohol Auto Retail Beauty Beverages All Brands Fashion Electronics Ecommerce Sporting Goods Share of Normal Filter
  11. 11. Performance on Instagram 0% 5% 10% 15% 20% 25% 30% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >20 Global Brands - Hashtag Distribution
  12. 12. Hashtags: Also Depends On Your Industry 0% 10% 20% 30% 40% 50% 60% Fashion Beauty Ecommerce Retail Auto Alcohol Sporting Goods Electronics Beverages Services 0# 1# 2# 3# >4#
  13. 13. 90% of Posts < 300 Characters 0% 2% 4% 6% 8% 10% 12% 14% 16% Brands - Number of Post Characters
  14. 14. But Is Instagram A Place For Only Short – Form Text Only? 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% AVG Post ER - Number of Characters
  15. 15. Anyone can shoot & publish, but brands need high-quality photos & videos
  16. 16. Real Time Mapping…Like Know Other Social Network
  17. 17. @socialbakers at Socialbakers AnalyticsCore Analytics Advanced Reporting Premium Analytics Promoted Post Detection Social Health Index Inspiration Pack Data Exports Executive Dashboard Command Center Social Media Dashboard Over 100 Social KPIs Industry Benchmarks Competitor Comparison Custom Labels and Filters Integrated Facebook Insights
  18. 18. @socialbakers at A bit about Socialbakers Defining how social is measured 8,000,000+ Social Profiles $34M+ in funding 2,700+ global clients ½ of Global Fortune 500 500k site visitors/month
  19. 19. EngageX Jan Rezab @janrezabSocialbakers CEO
  20. 20.  Don’t blindly publish  Interactions are king  Measure in context  Be flexible Takeaways
  21. 21. 0 500 1000 1500 2000 2500 0 50 100 150 200 250 300 My Typical Ending Slide For A Larger Social Network Total Interactions (Thousands) Total Visits (Millions) 0 30000 60000 90000 120000 150000 Interactions Correlate with Conversions Increased Facebook Average Quarterly Interactions Socially Devoted Non-Socially Devoted Q1 2014 Q2 2014 Q3 2014 Q4 2014 Sep 2014 Oct 2014 Nov 2014
  22. 22. But With Instagram Social Marketing Is For The Taking
  23. 23. Thank You! @evanjames11 Evan James Head of North American Marketing

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