Instagram engagement is the most crucial metric indicating the followers’ reaction to your content (posts and stories). Traditional methods of engagement calculating show the percentage of the audience that responded to the publication. Results include likes, comments, and saved publications.
I reviewed the usual ways of engagement calculating in the article “Instagram Engagement rate ER and ERR”. In this article, we will consider details to understand the importance of the Instagram audience involvement.
From on my own Instagram experience, I learned that the sum of the reactions is not such significant as the types and quality of these reactions. For example, I want to know which publications are gaining the most number of likes and which are the most saved. This knowledge helps to create right and useful content, so your followers enjoy light and non-intrusive information.
To determine the publication type, we have developed by iXray service unique engagement rates.
Where to check unique engagement rates, and what do they reflect?
In iXray account, you have a statistics menu. It contains information on the latest publications: stories and posts. When you click on a post, you get the “publication card”:
Pic1. iXray stats indicators for posts
In the “Stats” block, you can see the engagement indicators of any post. At the same time, under the line usual Engagement Rate (ER) and Engagement on Reach Rate (ERR) are displayed – in the Russian version “Уровень вовлеченности” and “Уровень уникальной вовлеченности”.
Below, under ER, unique indicators of iXray engagement are displayed: Likes, Comments, and Saves rates.
What do the unique indicators of engagement reflect?
- the likes rate shows the percentage of users who viewed and liked the post
- the comments rate reflects the percentage of users who viewed the post and left at least one comment
- the savings rate shows the percentage of users who viewed the post and clicked the “Save” icon.
To calculate these engagement coefficients, we take all the users viewed the post (followers and Instagram users who saw the publication by tags, but are not followers of your account). You also need to understand that the totality of post views is considered, even if a user viewed the post for 2-3 times.
The unique indicators of engagement are calculated the same way as the above example. But in such a case, we consider only the unique views of the publication (one view of each unique user).
Why are the unique engagement rates so meaningful?
This indicator helps you understand the users’ reaction. So, this is a nice opportunity to create the right content and to get the reactions you need.
I have a travel Instagram account. My main goals are to provide subscribers with sapid content, to collect likes under photos of beautiful places, and to increase the number of likes. So, in iXray service stats, I am primarily interested in the Likes rate and Unique likes rate.
Pic 2. iXray unique stats indicators in Russian
I have 1300 account subscribers. Usually likes rate of them is 16-20%. I try to track these metrics daily, or at least for any new post. If the rate grows or remains at the level of 18%, I understand that my content is working the right way, so, I’m achieving my goals.
If the unique engagement rate sharply falls (sometimes to the level of 10-12%) like on the photo below:
Pic 3. An example of iXray stats indicators
… I try to find out what went wrong. In particular, the post showing the train was in video format. My video publications always get fewer hearts than photos. Here are other common reasons for reducing unique engagement rates:
- wrong publishing time (for example, Friday before the weekend)
- a boring photo or similar to a recently posted one. My followers don’t like monotony 😉
- irrelevant hashtags. Yes, yes, sometimes I am too lazy to make a relevant tags selection.
As a result, the rate falls such a way:
- the post got a small views number among non-followers of your account
- as a result of reach fall, I got for about 20-30% less likes
- ultimately, the likes rate (a significant indicator for me) decreased. By the same examples, we can explain the increase or reduce savings rate and comments rate indicators.
Some more business examples
You are the owner of a lash studio and have an Instagram business account, which is a “window for appointments”. Most new customers come from the account after they saw a photo with qualified extended eyelashes.
Typically, new Instagram users don’t immediately start to follow your account but save exciting or useful content to come back to this later. In this case, the development of such content is an essential factor. The most straightforward way to do this is to control iXray stats and the Unique savings metric.
Let’s consider the situation: you published a useful post on April 9th. The Unique savings rate was about 12%. This means that 12% of users viewed the post also saved it. Considering the dynamics for 1-2 months, you can surely get which kind of content you created: useful, likeable or discussed (by the number of comments). And if the usual 10-15% of account engagement sharply increases or decreases by 2-3 times, this is your reason to analyze the account dynamics to find the grounds of growth or decline.
Thus, the unique engagement indicators of iXray help you to create the right content and see the effect. This is no longer a blind decision like “maybe I’ll post some kitties today a some Jim Carrey gifs tomorrow”. The engagement assessment of a business account is a necessary critical screw of the SMM management machine. Never forget to monitor ER, ERR, and unique engagement indicators of iXray analytics service.
Let me remind you that the engagement indicators have already been calculated for the whole account, as well as for posts and stories in the “Recent Media” menu. You can check them directly by the publication and story cards. Just click the photo.
Pic 4. iXray stats indicators for the Stories
The most important thing is that you can track the post engagement by iXray for free. If you haven’t done this before, start right after reading this article. This is an absorbing and useful process. Believe in my own experience.
here is no “good” or “normal” Instagram engagement. There is the average engagement level of 5-7% for blogger accounts and between 1-2% for brand accounts.
Pic 5. An excellent example of ER and ERR on iXray
Examples of my accounts:
- my cat’s account gets a 70-80% engagement rate, but there are less than 500 followers
- the travel account engagement rate is between 15-30%, and there are 1300 subscribers
- the brand account I used to have has the engagement of only 2-3% in the frame of the active period. The followers number is about 12,000.
These examples show that there is a trend: more followers usually mean a decrease in the engagement rate. So, the conclusion is you have no need, not to pursuit of the followers’ number. You must concentrate on the content and the engagement rate. Just make your account cozy and useful fo your followers.
I wish you high engagement rates,
the iXray team.