The Science of Instagram Analytics - Evan James, Social Bakers

The Science of Instagram Analytics

@evanjames11

Evan James

Head of North America

Stages of Social Maturity

Socially Native

Early Stage

Leading brands

on social today

Social Network Divisions

Delivery NetworksDiscovery Networks

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

The Instagram Landscape in 2015

DevelopingKey focus now

Photo & Video Filter Engagement

AverageInteractions

Fan Growth& Distribution

Total

Interactions

Brand Perception TotalShares

Post Type Effectiveness

Custom Reporting & Dashboards

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

Mill

ion

s

AVG Profile Interactions on TOP 10 Most Engaging Profiles

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

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

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

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

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#

90% of Posts < 300 Characters

0%

2%

4%

6%

8%

10%

12%

14%

16%

Brands - Number of Post Characters

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

Anyone can shoot & publish, but

brands need high-quality photos & videos

Real Time Mapping…Like Know Other

Social Network

@socialbakers at #SMWNYC

Socialbakers AnalyticsC

ore

An

aly

tic

s

Ad

va

nc

ed

Re

po

rtin

g

Pre

miu

m

An

aly

tic

s

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

@socialbakers at #SMWNYC

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

EngageX

Jan Rezab @janrezabSocialbakers CEO

Don’t blindly publish

Interactions are king

Measure in context

Be flexible

Takeaways

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

Q12014

Q22014

Q32014

Q42014

Sep

2014

Oct

2014

Nov

2014

But With Instagram Social Marketing Is For The Taking

Thank You!

@evanjames11

Evan James

Head of North American

Marketing