Facebook owns Instagram

In 2012 Facebook bought Instagram.

That is why your Facebook pages and Instagram accounts are connected. It is also why you need to log into Facebook in order to access Instagram data with Socialpeeks.

Different kinds of Instagram accounts

There are 4 types of Instagram Accounts:

Private | Public | Business | Creator

It is important to note that ONLY Business and Creator accounts have Instagram Insights. This means they are the only ones that can:

• See the performance metrics for their posts and stories
• View their follower demographics and location

Any influencer you work with should have a Business or Creator account. Those who don't are blind to their audience demographics or even how their content performs.

Instagram Insights

Instagram Insights is reporting that provides information about the account including:

Performance of post and stories

• Reach
• Impression
• Engagement

Activity on this account

• Visitors
• Interactions
• Reach & Impressions

Followers

• Follower growth
• Audience location
• Audience demographics

Instagram Insights are private

This most important information on Instagram is undoubtedly Instagram Insights.

The challenge is that this reporting is private to each Instagram Account. That is why you need to request to see the Instagram Insight from every influencer you work with.

You can do that by asking for screen shots from their phone OR by sending them a connection request using Socialpeeks.

Followers DOES NOT equal views

Just because someone has 100,000 followers DOES NOT mean 100,000 people will view their posts or stories.

In fact, usually only a fraction of someone’s followers see any given post or story.

Instagram determines what people see

When an instagram user scrolls through their feed they aren’t simply looking at the newest post from the people they follow!

Instead, Instagram has an algorithm that guesses what content you will like best and shows you that first.

Some Influencer’s post are shown more than others

As brand marketers you HAVE to understand this because (just like Google search results) some influences content is favored by the Instagram algorithm. This means their post reaches more people and gets more impressions.

What makes an Instagram “impression”

Like a tree falling in the forest, if no one hears it does it make a sound?

In the case of Instagram, when people publish a post, that image does not get rendered on someone’s phone until they scroll it into the screen. That is how Instagram is able to tell TRUE reach and impressions in their Instagram Insights reporting.

SO, hiring an influencer with a 50,000 follower does not mean you get 50,000 impressions. Instead, you have to wait and see how many people actually saw the #sponsored post.