Stacey McLachlan, Hootsuite
Instagram engagement is a common term in the social media world today. What exactly is "Instagram Engagement"? Engagement helps you get new followers, it helps you keep showing up on your current follower's pages, and it can really just help you "stay relevant". If your posts aren't reaching your followers or showing up on explore pages, then you basically aren't existing on social media.
What is Instagram Engagement?
It is measured using the Instagram Engagement rate. The rate is a measure of how users are interacting with your content. It uses everything from the number of followers you have, and the number of likes, comments, and shares you get. According to Hubspot, engagement rates are usually calculated by dividing your likes and comments by the number of followers you have.
Why Does Instagram Engagement Matter?
First and foremost, having good Instagram engagement is proof that your followers are not just seeing your content, but they are enjoying it and want to interact. This has a direct correlation to the Instagram algorithm. The more engagement you have, the greater chance you have that it will be boosted in your follower's news feeds, which in return gets you an even greater chance of reaching your followers and getting more attention.
How Do You Determine Your Engagement?
Instagram has a tool right there on the app called Instagram Insights. That's the most simple way to see how you're doing. Within the tool, there are 3 categories- activity, content, and audience. The activity tab will show profile visits and website clicks, and you can see how many times people clicked "get directions" to get directions to your business. Under the content tab, you can see how your posts, stories, and promotions are doing. The audience tab will show you the demographics of followers you attract. There are also other ways to determine what your engagement is besides using the Instagram insights tool, like Hootsuite Analytics, Creator Studio, and several more.
How to Increase Your Engagement
There are several things you can make sure you are doing to increase your engagement and keep it up. The first thing is to post regularly. Do your research to determine the best times you should be posting so you reach as many followers as possible. Another tip is to engage, engage, engage! Engaging with your followers is a great way for them to engage back which therefore increases your engagement. For example, they can leave a comment asking a question on your post and you can comment back with an answer. You are not only increasing your engagement but becoming more personable and more likely to grow your brand just by doing that. Engaging not only with your followers but with similar accounts also helps with this. One last tip is to just know your audience. You can use the Instagram insights tool to find your demographics. That will show you the type of people that follow you, like age and gender, and you can create content geared towards them.
There are a lot of things you can do to help your Instagram engagement. Research and planning are a big part of it. Know your audience, make content geared toward them, and engage! Keep up with your statistics and learn the best times to post and do it regularly.
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