Followers are one of the first social media metrics. Before Facebook Fan Pages, Twitter had created the idea of a follower count and it has been ingrained in our collective brains ever since. You can’t help but look at a theater’s follower count and start to think that your may be lacking and that means you are lackluster. But what if I told you that followers - and their FB equivalent, Likes - aren’t as important as some other statistics that you could look here.
Find out why we consider a brand with only two hundred Instagram followers to be a great success and other metrics to stop looking at.
Like Count? Pshah!
It may seem impressive to hear that someone has a high amount of followers. It may even make you feel like a nobody if you don’t have anywhere near those numbers. But, the next time that you see posts from accounts with a lot of followers take a look more closely.
Have people liked the post? Have people commented on it? If the account has a lot of followers, but no one is engaging, that means that they have the wrong followers. It’s like the song lyric in the cult Broadway musical Title of Show
I’d rather be nine people’s favorite thing than a hundred people’s ninth favorite thing.
One of our clients is steadily building. It only has two hundred followers - but with every post there are at least fifty likes on it and 10 comments. That’s a VERY high rate of engaged people. Those people clearly love what is being put up on that account.
Will the account grow? Of COURSE it will! With that kind of engagement it is bound to.
Good Instagram Engagement Numbers
To figure out your engagement rate, add up your likes + comments and divide that by the number of followers. Then multiply by 100.
Shoot for an Instagram Engagement Rate of 3%.
So, for the above example, the account had a post with 60 likes, and ten comments. Add that together, divide it by 225 then multiply by 100 and you’ll see that account has a 31% engagement rate! That’s off the charts good!
But if you first looked at it and saw 225 followers, you’d maybe seem unimpressed. But industry insiders know that an engaged audience like that is JUST what you want. Like my ballet teacher’s ballet teacher used to say
"promises of things to come.”
Views vs How Long People Are Watching
Facebook loves video and we recommend posting a video to your Facebook feed at least once a week. Similar to people’s focus on likes on a post, they can focus on views. But we’ll counter with another option. Viewing time. Which would you rather have - 10,000 people watching two seconds of your video or 100 people watching all of it? Also, this information can tell you when people are dropping off, indicating ideal lengths for your videos.
So keep an eye on the percentage of video watched to have a better sense of how your videos are performing. We love seeing videos with a 15% - 17% completion rate - it happens quite a bit!
Go Through Your Analytics Monthly
Take a look at your statistics once a month to get a sense of where you are at and how you’re improving. Of course you may feel overwhelmed with the amount of analytics to go through. At Downstage Media you can work with us and we’ll help you isolate your key performance indicators and help you track them. Then, we’ll go through them monthly to see how you’re progressing.
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