Instagram remains a powerhouse, especially for a visually-driven industry like estate agency.
But how do you know if your Instagram efforts are truly paying off?
The key lies in understanding and tracking the right metrics. These insights not only tell you what’s working but also guide you on where to focus your efforts for better results.
In this blog, we’ll dive deep into the metrics that matter on Instagram, helping estate agents make data-driven decisions to boost their online presence and drive growth.
1. Engagement Rate
Why It Matters: Engagement rate is a critical metric because it reflects how well your content resonates with your audience. It measures the percentage of your followers who are actively interacting with your posts—through likes, comments, shares, and saves. A high engagement rate indicates that your audience finds your content valuable and relevant.
How to Calculate:
Engagement Rate = (Total Engagements / Total Followers) x 100
What’s a Good Benchmark?
A strong engagement rate on Instagram typically falls between 1% and 5%. However, for more niche accounts or highly targeted audiences, higher rates are common.
How to Improve:
- Post high-quality, relevant content that encourages interaction.
- Use compelling calls to action (CTAs) to prompt your audience to engage.
- Engage with your followers by responding to comments and messages.
2. Reach
Why It Matters: Reach refers to the number of unique users who have seen your post. It’s a key indicator of how far your content is spreading beyond your immediate follower base. Higher reach can lead to more followers and greater brand awareness.
How to Monitor:
Instagram Insights provides data on reach for each of your posts, as well as overall reach for your profile.
What’s a Good Benchmark?
A good reach rate varies by industry, but typically, reaching around 8% of your followers per post is a strong indicator of content performance.
How to Improve:
- Post at optimal times when your audience is most active.
- Use relevant and trending hashtags to extend your post’s visibility.
- Encourage followers to share your content, boosting reach organically.
3. Impressions
Why It Matters: Impressions count the total number of times your post has been seen, including multiple views by the same user. While reach measures unique viewers, impressions give you a sense of how often your content is being revisited, which can indicate its value to your audience.
How to Monitor:
Instagram Insights tracks impressions for each post and for your overall profile.
What’s a Good Benchmark?
High impressions relative to reach can indicate that your content is engaging enough for users to view it multiple times. Aim for an impression rate of between 3.5% and 6%.
How to Improve:
- Create visually appealing and valuable content that encourages repeated viewing.
- Experiment with Instagram Stories and Reels, which often generate more impressions.
- Promote your posts to increase visibility and re-engagement.
4. Follower Growth Rate
Why It Matters: Follower growth rate measures how quickly your Instagram audience is expanding. While the number of followers alone isn’t the most important metric, steady growth can indicate that your content and brand are attracting new potential vendors.
How to Calculate:
Follower Growth Rate = (New Followers / Total Followers) x 100
What’s a Good Benchmark?
A healthy follower growth rate is around 3% per month, depending on the size of your account.
How to Improve:
- Regularly post high-quality content that resonates with your target audience.
- Engage with users in your niche by liking, commenting, and following relevant accounts.
5. Click-Through Rate (CTR)
Why It Matters: The click-through rate (CTR) on your bio link indicates how effectively your Instagram profile drives traffic to your website or landing pages. This metric is crucial for converting social media engagement into instructions generated.
How to Calculate:
CTR = (Number of Clicks on Bio Link / Profile Views) x 100
What’s a Good Benchmark?
A CTR of 1-3% is typical, but higher rates are achievable with strong CTAs and relevant links.
How to Improve:
- Ensure your bio is compelling and clearly communicates the value of clicking the link.
- Use a link service like Auto.social’s built in link builder to offer multiple destinations, increasing the likelihood of clicks.
- Regularly update your bio link to reflect current promotions, listings, or content.
6. Instagram Stories Metrics
Why They Matter: Stories offer a different kind of engagement compared to regular posts. The key metrics here include views, taps forward (which indicate interest), taps back (indicating users want to see something again), and exits (which can indicate loss of interest).
How to Monitor:
Use Instagram Insights to track performance on your Stories, focusing on metrics like views, taps forward, taps back, and exits.
What’s a Good Benchmark?
- Views: High view counts relative to your follower count indicate strong interest in your Stories.
- Taps Forward: A moderate number suggests users are engaged but ready to move on to the next part.
- Taps Back: Indicates high engagement with particular slides.
- Exits: Should be minimal; if high, consider revising your content strategy.
How to Improve:
- Keep your Stories short and engaging to maintain interest.
- Use interactive features like polls, quizzes, and stickers to increase engagement.
- Experiment with different content types, like behind-the-scenes clips, Q&As, or quick tips, to see what resonates best.
7. Comments and Sentiment Analysis
Why It Matters: Comments provide direct feedback from your audience and are a strong indicator of engagement. Analysing the sentiment of these comments—whether they are positive, neutral, or negative—can give you insights into how your content is perceived.
How to Monitor:
Track the number of comments on each post using Instagram Insights, and consider using social listening tools to analyse the sentiment.
What’s a Good Benchmark?
A higher number of positive comments relative to negative ones is a good indicator of successful content. Benchmarking against previous posts can help identify trends.
How to Improve:
- Prompt your audience to comment by asking open-ended questions.
- Engage with comments by responding thoughtfully, which encourages further interaction.
- Use feedback from negative comments to improve future content.
8. Instagram Reels Metrics
Why They Matter: Reels are Instagram’s answer to short-form video content and have become a critical part of any Instagram strategy. Key metrics for Reels include plays, likes, comments, shares, and saves.
How to Monitor:
Instagram Insights provides data on Reels performance, allowing you to track how many times a Reel has been viewed (plays), engaged with (likes and comments), and saved or shared.
What’s a Good Benchmark?
The benchmarks for Reels can vary widely depending on the content, but aiming for high play counts with a strong ratio of likes and shares can indicate effective content.
How to Improve:
- Create engaging, visually appealing content that grabs attention in the first few seconds.
- Use trending audio tracks and relevant hashtags to increase visibility.
- Encourage viewers to share your Reels to extend their reach.
9. Share Rate
Why It Matters: Share rate indicates how often your content is being shared by users with their own networks. High share rates can lead to greater visibility, new followers, and increased reach.
How to Calculate:
Share Rate = (Number of Shares / Total Impressions) x 100
What’s a Good Benchmark?
It’s difficult to benchmark a good share rate due to the variables involved, but as a standard rule of thumb the higher the rate the better.
How to Improve:
- Create content that is relatable, informative, or emotionally engaging, prompting users to share it with others.
- Use compelling CTAs in your captions encouraging followers to share with their own audiences.
- Produce content that addresses common pain points or questions, making it more likely to be shared as a useful resource.
Focus on What Matters
Tracking the right Instagram metrics allows you to refine your strategy, create more engaging content, and ultimately drive better results for your estate agency.
Ready to take your Instagram strategy to the next level? Leverage these metrics, optimise your content, and watch your brand grow by starting your Auto.social free trial today!
