April 16, 2014 Patricia Ferreria
As Instagram users who love to follow their favourite brands, we believe that the brands that we love don’t even think twice about us when we click that follow button. Wrong. They are constantly keeping an eye on their consumers, a really close eye on us in fact.
Union Metrics, a social analytics company, has just added an Instagram analytics tool. This tool helps brands keep track of their consumers. Through this tool brands are able to obtain useful and detailed information about the followers who interact with their posts.
This new analytics tool gives “detailed participant reporting”. With this tool, a brand is able to identify its biggest fans within Instagram. This tool can create timelines with comments, likes from each fan, and give you a break down on how each fan interacts with your brand.
This will allow brands to pinpoint their biggest fans or brands advocates and, in turn, help them execute an Instagram strategy.
For Marketers on social platforms like Instagram, it will allow for a deeper understanding of their consumers and how they work. It aids in initiating conversation with people who are loyal to your brand and interacting with your brand influencers. This also allows you to saturate you content so that it is extremely targeted to your audience. In the article “Brands you follow on Instagram are watching you very closely” they state, “there is no such thing as too much understanding of your audience.”
This tool also identifies popular imagery content on Instagram that are shared among their fans, which brands can then share on other platforms. It is very important to know that this tool is not evasive to the privacy of their fans.
Hayes Davis, The CEO of Union Metric said “A brand will be most successful in advertising on a social platform it already understands, so it is a great idea for brands to learn more about what organic content performs well on a particular platform before committing to a larger ad spend there.”
Patricia Ferreira, Raven5 Ltd, Oakville, Ontario April 2014.