Track these engagement KPIs on Instagram to slay the influencer marketing game

We often think of influence on Instagram as a way to reach large communities in a short time span (which is true) . However, the setting of an influencer strategy can also help you achieve quantitative goals as much as qualitative goals. In fact, influencer marketing may be one of the most precise levers to target a well defined audience on an ad-hoc activation generating engagement and conversion from no less than your core consumersThese qualitative KPIs will also allow you to add meaning to raw numbers, by identifying recurring behaviours among your core consumers to adapt your strategy consequently. Therefore, basing your analysis on engagement figures, rather than just audience reach, appears to be essential when assessing the efficiency of your influencer marketing campaign. These engagement KPIs will showcase not only that you advertise, but also that you advertise well, since your communities felt engaged enough to have a proactive approach with the brand content.

When assessing your performance, it would be counterproductive to only focus on quantitative KPIs: in that case, which underrated KPIs deserve more attention?

Here is an overview of interesting engagement metrics depending on the formats you can activate on your Instagram influence campaign:

 

PERMANENT POSTS 

  1. Engagement/impressions ratio (engagement rate)

Formula = number of likes+comments/number of impressions

This one is a great metric to investigate how people react when exposed to the post. This indicator will allow you to check the accuracy of your influencer selection for the brand message, given several criterias: was their audience the right target? Was the content created by the influencer suitable for the brand? 

We consider an engagement rate to be good from 2%. However, this number varies depending on the size of the influencer’s audience. It can go up to 40%, when nano-influencers are recruited as theyr are the ones offering the most engaging content for their audiences. If the ratio is especially good, the influencer could then become a premium candidate for a potential long-term partnership with the brand…

Beyond your global engagement rate, you can also take a look at the type of engagement of your audiences: if getting likes shows a first level of engagement, commenting, sharing and giving a review is a strong sign of proximity between the influencer and its community! To go even further, semantic analysis of the comments generated could bring real consumer insights for your brand, by highlighting recurring themes or tones used by the audience.

 

STORIES

The story format, probably one of the most popular on the platform, is an effective way to create photo or video contents that are impacting and interactive. For example, it offers several call to action (CTA) options exploitable to support your brand content. Here are some interesting KPIs to measure their effectiveness:

  1. CTR (click-through rate) of swipe-up stories 

Formula = number of swipes/number of impressions

Option exclusively offered to influencers with more than 10k followers, the swipe-up link is a great way to generate traffic towards a purchasing towards an appstore or an online store. The CTR will give a hint on the call to action’s effectiveness and the interest showed for the brand content.
The swipe-up link also provides a medium to precisely measure the activation’s ROI, by implementing a Google Analytics tag to track actions generated by the CTA, in addition to your basic Instagram performance indicators (an option often offered by influence agencies).

  1. Completion rate

Formula = number of viewers 1st screen/number of viewers last screen x 100

From the moment when a story is built on several screens, engagement allows you to analyze the interest of audiences for the content as the completion rate indicates the number of individuals who watched the story from beginning to end. Like the engagement rate for a post, the completion rate determines if the influencer selection was appropriate.

  1. Clicks on identification stickers and hashtags

These two CTA are very important as part of an influencer campaign, because they allow to link and directly identify the brand straight from the influencer content. Thus, audiences engaged get an incentive to visit the brand profile, and get exposed to the campaign hashtag.

The identification sticker is also a good option when the campaign includes a recruitment of targeted audiences. It allows to refer directly to the brand account and gets these target audiences to follow it. These CTA can be a support to determine if the content shared by the influencer had an impact: for example, when comparing the number of clicks on the brand identification sticker (on the short period span of the story’s broadcasting), to the number of new followers on the brand profile!

Of course, the last CTA to get your hands on for stories is the hashtag. It refers directly to the exploration page of this hashtag. Thus, it can be interesting to analyze the reuse of the hashtag by consumers, for example in the case of hashtags created for a “challenge” campaign.

 

IGTV

  1. Audience retention curve

Just as the completion rate of stories, this curve will highlight the evolution of your number of viewers throughout the video, with a final percentage of viewers who watched the video from beginning to end. Thanks to these numbers, your brand can evaluate its content attractiveness for your target audience.

 

REELS

To this day, the latest innovation of the platform, Reels, only active in three countries, makes available a very limited amount of statistics. indeed, the format only displays the number of views, likes and comments. Possibilities should be extended soon with the production launch on a global scale. Referring to engagement data from Tik Tok, offering a very similar format, Reels contents should progressively become an essential part of Instagram influence strategies to generate even more engagement metrics and performances on the platform.

Beyond the scope of your influence campaign, these KPIs will get you essential qualitative insights to measure performances for your content. You’ll be able to acquire a better understanding of your target audience behaviours when faced with brand content, and to perfectly adapt your strategy on every format available on Instagram!

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