On this episode, I talk about what metrics really matter on Instagram in January 2018. Followers and even engagements and/or engagement rates with those followers are rapidly becoming less important as the platform moves towards a “pay to play” ecosystem. Nowadays, and even more so going forward, it will be more about how well you deploy smart paid social tactics, than how many user accounts follow you or how many likes your last picture received.
It is still important to story tell on this visual platform and to continue to publish branded content that conveys key brand messaging. If you want that key messaging to be seen AND to be seen by the right eyeballs, then you should boost that content at a very specific audience and guarantee delivery.
If retailers, partners or even your boss ask about why you don’t have more followers (or likes on your posts), tell them you don’t play in that game, as the platform has shifted away from it. Instead, show them real data that supports where you have deployed paid marketing dollars and how that has delivered targeted reach and attention for your messages. If those messages benefit them, they will be all ears.
Instagram stories are where attention is most being paid and an area where you can still stand out from the clutter and deliver key messages proactively. Commit to posting more consistently and look at the data to tell you what is resonating and where you might want to pivot and deploy different tactics.
Instagram is still “THE PLATFORM” of the moment, but the way you use it has definitely changed. Change with it and reap the benefits.