This document discusses key metrics to analyze for Instagram posts and ads, including average post frequency, likes and comments, follower growth, engagement rate, and best times to post. It recommends tracking average weekly and monthly post numbers, likes, comments, and types of media posted to understand engagement trends over time. Combining metrics like these, follower growth, and hashtag usage can provide deeper insights into what drives engagement for different types of posts. Analyzing metrics at different time intervals like weekly, biweekly and monthly allows marketers to understand what is working best for their followers on Instagram.

1. Instagram Analytics – What to analyze? – Sid Chaudhry
In this post I am going to discuss on what metrics one need to look in Instagram. Before
we start to dive deep let’s go through some facts for Instagram as of April 2016.
Instagram Facts
1) It has more than 400 million monthly active users.
2) More than 75% of those users are from outside U.S.
3) More than 40 billion photos have been shared.
4) The users generate 3.5 billion likes per day.
Sources: Statista, Sprout Social
Metrics for Instagram post and ads:
Average post frequency for per week and per month: This is a good metric to see what
is your average post number for weekly post and monthly post. When your engagement
has been increased or decreased this is the first line of defense to see week over week,
month over month if anything has changed.
Average # of likes & comments: You should always count the total average number of
likes and comments of past 5, 10 and 15 post.
Media Posted: There are two types of post Photo and Video. We are not going to
discuss the Carousel Ads this post.
Combination of all 3 metrics above will provide you with a deeper insight on your
engagement.
Most liked ever: One should always try to figure out what were the key segments for
your post that received the most like, whether it was the picture, the time of the day,
the hashtags.
Follower Growth: You should keep count of how many followers you have gained in the
last day, 7 days, 15 days and 30 days. This metric needs to be used along with Media
Posted metric to get a clear picture on how your posts are performing. If everytime you
post a video and you see growth in your followers compared to a still image you are able
to make a business case that your followers love video more than still image. If image is
the one where you are able to increase followers, you need to analyze the image
component such as color of image, filter used, what message does the image conveys
etc.
Hashtag Posts: This is to be used to see the impact hashtags have on your posts on
Instagram. Most of the companies use hashtags on their posts on Instagram but the
important part is to figure out the impact they have. Use media posted, follower growth
and hashtag posts together.

2. Engagement
Engagement Rate: Engagement rate is based on the likes and comments received
divided by the number of followers at the time of the post.
Likes received: Calculate the number of likes you have received in past week, 15 days
and 30 days.
Comments received: Calculate the number of comments you have received in past
week, 15 days and 30 days.
Best Time to Post: Discover what is the best time to post by analyzing the engagement
when the posts were published.
Tag Usage: Find out which tag you use the most frequently for your posts.
Most liked & commented media: Find out which media has received the most amount
of likes and comments and analyze to find out what was the secret sauce for it whether
it was the image, video, hashtags, or time of the post
Gained & Lost Followers: Calculate how many followers you have gained and lost
through your post.