We've talked before about how to use Onlypult to schedule one or more posts to one or more Instagram accounts, so you can take a look at that article if you'd like to learn more about that functionality.
Today, instead, I'd like to focus on how you can use Onlypult to monitor your brand performance and gauge how successful (or unsuccessful) your activities have been.
As a quick aside, we should talk for a moment about why monitoring is even important, and point out some specific techniques to enable you to get the most out of your monitoring activity.
"When performance is measured, performance improves. When performance is measured and reported back, the rate of improvement accelerates." - Thomas S. Monson
Monson's statement, which has been re-quoted and re-phrased many times as an axiom, is easily applied to social media marketing. If you're paying attention to how individual posts perform and how your presence overall is performing, you will inherently discover opportunities to improve.
And each time you make an improvement, you will monitor that and reaffirm your commitment to monitoring and improving.
So if you use that using 20 hashtags worked a lot better than using 4 hashtags did, you'll continue to use 20 hashtags and be rewarded with sustained performance. And you'll be glad that you were paying attention to what happened!
Conversely, if we pay little attention to how our posts and profiles are doing, we'll lack insight into trends, whether positive or negative, that should be praised or quickly adjusted.
The second part of Monson's statement is also true — that if you report your findings regularly, your improvement will come at exponential rates. It's human nature to be anxious about accountability and to determine to be even better when we know others are watching.
And social media performance is largely a private game. Sure, your followers can see how much engagement a particular post got if they're paying attention, but most could care less, as they're focused more on the substance of your posts.
So if you're the only one paying any attention at all, you're only accountable to yourself.
If, however, you have a CEO or Board or even peers that you report to, you will have additional motivation to test, monitor, improve and test again.
If you've updated your Instagram profile to Instagram for Business, you will have some analytics available to you within the Instagram app. If you haven't, or if you want a better, more accessible presentation of analytics, you'll need to use a third party tool like Onlypult.
When it comes to measuring the success of your Instagram profile, you're going to want to pay attention to the following:
We'll review how to go over each of these measurements using Onlypult.
While the exact number of fans that you have on Instagram or any other network is meaningless (we refer to that as a vanity metric) — whether your account and audience is growing is quite significant. If you're attracting more fans that means that you're creating content on the network that people are interested in.
Conversely, if you're losing fans on Instagram, that suggests that you're either turning off fans with your posts, or that you've been using hashtags that are really popular but not well aligned with your brand.
For instance, #motivation is an incredibly popular hashtag on Instagram. If you post a motivational image and sentiment, and use that hashtag, your post will do quite well. However, if your normal posts have nothing to do with motivation, the people that you followed you expecting more motivation will be quickly turned off.
One other important consideration when it comes to Instagram followers is the massive use of bots, for both commenting and following. Once you begin to use more popular hashtags, your account will quickly be targeted by these bots for those actions. In theory, accounts that follow you get your attention so that you're more likely to follow them back.