How-To for Galleries: Leverage Instagram Analytics

Katie on October 29, 2019

Instagram analytics are the perfect way to gauge the success of your Instagram marketing. It can help you hone in on the best strategy for your gallery and pinpoint how to reach your target audience.

If you haven’t already switched to an Instagram Business profile, we highly recommend it. You can then unlock all the fantastic (and FREE) tools that will help you gain a better understanding of how your Instagram marketing is performing.

Find Your Insights

Once you’re set to a business profile, you’ll see a section called Insights when you select the menu in the top right corner of your Instagram. This is where you’ll access most of your analytics.

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At the top you’ll now see Content, Activity, and Audience. Each of these sections has information that is super helpful as you fine-tune your Instagram marketing strategy.

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Content

Under this section, click See All and sort all of your feed posts by different metrics to see which posts are performing best by that metric. You can filter by time frame and see which posts received the most engagement, received more likes, etc.

Different metrics will be more important depending on your Instagram marketing goals. If you click the small Understanding Your Insights link, Instagram breaks down what each one is specifically measuring. However, there are two important metrics that are particularly useful in this section.

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Engagement

Engagement is “the number of times your post was liked, saved and commented on.” Why is this important? Because Instagram rewards posts with good engagement.

Posts with good engagement go to the top of your followers' feeds and the top of hashtag searches. Seeing which of your posts are getting the most engagement will help you determine the types of posts and content you should consistently include in your gallery’s Instagram marketing.

Website Clicks

Website clicks may not be useful if you aren’t including links in your bio or CTAs in your Instagram content. However, if you’re trying to drive art sales through Instagram, keep your website link up to date and let followers know that they can find and purchase artwork in your Instagram profile and posts. Then, you can track with this metric to see which posts are driving the most traffic to your website.

Activity

Here’s where you can see the overall interactions taken on your account in a week’s time, broken down into two sections: Profile Visits and Website Clicks.

This will give you a good idea of your weekly performance. If you scroll down, you will see two more metrics as well, Reach and Impressions. While Impressions tell you “the total number of times all of your posts have been seen,” Reach tells you how many unique users your content is reaching. Reach is therefore often considered a more valuable metric as Impressions could be the same user scrolling past your content several times. Greater reach is what is going to help grow your following and your gallery’s brand.

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Audience

You can track weekly growth at the top, but as this number often oscillates up and down for many accounts, we prefer to track monthly audience growth. Just keep a log of your audience count at the beginning of each month and calculate your percentage to give you a better overview.

Audience is one of our favorite sections because it helps you understand the demographics of your audience, where they’re located, their age range, and even when they’re most active on Instagram.

You can use this data to see if your Instagram audience demographics are matching up with your actual or ideal client. If the age range of your gallery’s client base is primarily 35-44, but the age range of your audience on Instagram is primarily 18-24, you most likely need to reassess your Instagram strategy to better target your gallery’s client base.

Seeing which days and times your followers are most active on Instagram can also help you post at the best time to get maximum engagement. No more putting all your hard work into a post only to have no one see it. We recommend posting just before (10-15 minutes prior) peak times to make sure your content will be front and center when your followers are actually looking at Instagram.

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Keep track of these metrics either weekly or monthly to see how changes in your Instagram marketing move the needle of different metrics. You’ll be able to easily see what’s working and continue to build a better strategy as you move forward! If you are using Instagram to drive gallery sales, we also recommend keeping track of which sales are coming either directly or indirectly from Instagram in a spreadsheet. This will help you understand how your growth and development on Instagram is affecting gallery growth and sales.



Learn how ArtCloud works with gallery teams of all sizes to consolidate their marketing, sales and inventory data into one place, so they have more time for other things!

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