Content analysis on Instagram is an important part of the marketing strategy for many companies
and bloggers. This method allows you to evaluate the effectiveness of content, understand the
interests of the audience and improve interaction with it. In this article, we will consider how
to properly conduct content analysis on Instagram, what techniques to use, what to pay attention
to in statistics and how to apply the obtained data.
How to conduct content analysis on Instagram?
Step 1: Defining the goals of the analysis
The first step is to decide why you need to conduct content analysis at all, what goals you are
pursuing and what result you need. This could be an increase in the number of subscribers,
improved interaction with the audience, increased engagement or something else. A clearly
defined goal will help you focus on the necessary aspects of the analysis and not waste time on
unnecessary details.
Step 2: Selecting tools for analysis
To conduct content analysis, you can use both built-in Instagram tools and third-party services.
If you are just starting the analysis, we recommend starting with the built-in tools. They
provide basic statistics that include views, likes, comments, and saves on your posts.
Additionally, built-in tools allow you to see user activity and how they react to your posts.
However, if you need more data, you can use third-party services such as Iconosquare,
Socialbakers, Sprout Social, and others. These services offer advanced features such as
competitor analysis, hashtag monitoring, audience segmentation, and more. They can also provide
data on your audience’s geographic location, demographics, and more.
Step 3: Content Analysis
Once you have collected all the data you need, it’s time to analyze your content. There are a
few things you need to consider first:
- Topics of posts: The diversity of topics discussed is assessed. Monotony of topics can
reduce
the interest of the public.
- Post formats: You need to check which formats are best received by your audience. These can
be
photos, videos, stories, or IGTV.
- Hashtags: Analyze the use of hashtags, their frequency and effectiveness. Hashtags help
attract
new audiences and increase the reach of publications.
- Geodata: It is worth noting the locations where users actively interact with your content.
This
will help you better understand your target audience and tailor content to specific regions.
- Comments: It is necessary to look at how many comments your publications receive. Activity
in
comments indicates the audience’s interest in your content.
- Saves of publications: The number of saves indicates the usefulness and interest of your
content for users.
- Likes and reposts: These metrics demonstrate the level of audience engagement. More likes
and
reposts mean greater interest in your content.
- Engagement rate: Determined by the ratio of the total number of actions (likes, comments,
saves) to the number of subscribers. A high level of engagement indicates the high quality
of
your content.
Step 4: Segment your audience
Segment your audience by various parameters. This will allow you to create more targeted content
that will best meet the needs and preferences of different user groups.
Life hacks for conducting content analysis
- Using analytics services: There are many free and paid services, such as Popsters,
Picalytics, Feedspy, that allow you to analyze the content of not only your account, but
also
your competitors' accounts.
- Creating a comparison table: Create a table that reflects the performance indicators of
each
type of content (photos, videos, stories). This will help you quickly identify which types
of
content work best for your audience.
- Modeling the success of competitors: Analyze the accounts of other popular bloggers or
companies in your niche. This will help you get inspired and find new ideas for your
content.
How to use the information you receive
- Developing
a content plan: Choose topics that are most popular and schedule posts based on
audience activity;
- Selecting hashtags: This will help increase reach and attract new subscribers;
- Answering questions and comments: This will not only increase their loyalty, but also
provide
additional information about what your audience cares about;
- Launching advertising: If you have an advertising budget, use the data you receive to target
your ads;
- Partnerships with influencers: This could be mutual PR, joint contests or promotions.
Conclusion
Content analysis on Instagram is a powerful tool for improving your business or blog. Using
various methods and services, you can get a detailed picture of what your audience likes and how
you can improve your content. The main thing is not to forget to regularly analyze the content
and the results it has brought.