Among social media (SNS), Instagram, which is an SNS centered on images and videos, is actively used by brands and companies that place importance on visual appeal.
It is mainly adopted in genres that can appeal products and services more attractively than text, such as model images of haircuts at beauty salons, products on EC sites, and superb views of tourist attractions.
Accurate analysis is essential for successful Instagram-based marketing, such as managing your own account, Instagram advertising, and analyzing successful competitors.
This time, I will introduce how to analyze Instagram with social listening tools in order to utilize Instagram in business and marketing. Introducing overseas cases of how social listening is used for business and marketing.
Instagram analysis with social listening tools
You can analyze the accounts you own with the official Instagram analysis tool “Instagram Insight”. Instagram Insight allows you to see detailed data such as post reach, impressions, and follower attributes. However, you can only analyze your own account, and you cannot investigate competitors or general trends.
In order to effectively utilize Instagram for business and marketing, it is important not only to post content such as advertisements, designs, contents, and hashtags, but also to properly select the delivery timing and delivery method according to the target group.
That’s where Instagram analysis by social listening is used.
Social listening is a method of collecting and analyzing data on services, products, and behaviors from the huge amount of consumer voices posted around the world every day, and using it for marketing measures and promotions.
Instagram analysis marketing use case
Specifically, I will introduce what kind of business and marketing you can use Instagram analysis.
Awareness expansion / brand image survey
Photos and video images posted from your corporate account are directly linked to your brand image.
By continuously posting photos and videos of the image that the company wants to appeal to users, it can be expected to improve the image of the brand and expand the new fan base.
In addition, Instagram, which can appeal with images and videos, is suitable for marketing strategies where image is important, such as building a new brand image and developing product strategies for new target groups.
By investigating the increase / decrease in the number of posts including service name and brand name, sentiment tendency, and user attributes of posting with a social listening tool, it is possible to analyze whether awareness is expanding or whether there is any deviation from the company’s strategy.
Effective Instagram account management
There are many purposes for companies to operate Instagram, but hashtags are being used to reach target users more efficiently.
Let’s take “travel” as an example of how to choose a hashtag.
Instagram has a great influence on the selection of travel destinations, such as selecting a travel destination by looking at pictures of tourist spots on Instagram, and flooding the spots that became a hot topic when it looks good on Instagram. By utilizing photos and images that convey the charm of tourist destinations and hashtags, we can expect to attract foreign tourists who could not be approached until now.
Especially for foreign tourists who have never visited the land, it is easier to imagine the local situation by checking the tourist spots you want to visit on Instagram in advance, and sightseeing from the posts of users who visited the site. You can know the situation on the ground in detail.
Foreigners will not find simply posting a hashtag with the name of a tourist spot in English on the dark clouds. Engagement of your own posts by analyzing what hashtags foreign tourists used
Utilization for promotion campaigns
In addition to Instagram ads, hashtag-based campaigns are also actively used. A user-participation-type hashtag campaign that encourages posting with a specific hashtag can explosively increase the number of posts depending on the content of the project, and can be expected to increase awareness over the long term at low cost.
The products and information recommended by influencers who are usually supported by users are more reliable than general advertisements, and tend to be more likely to lead to purchases and actions.
Manufacturers and advertisers are not only relying on traditional advertising, they are also actively choosing influencer and ambassador marketing approaches.
By analyzing Instagram, you can identify influencers who are leading to bigger trends and who are creating content that clearly involves consumers.
While Instagram can be used to increase awareness, depending on the content of the post, there is a risk of damaging the brand image or leading to a fire. In addition, postings by general users may damage the corporate image or cause a fire.
It is indispensable for account management to analyze how the advertisements, designs, contents, and posted contents developed by the company lead to the improvement of the brand image and the increase of recognition, or the deterioration of the corporate image and the risk of burning.
If you can analyze the posts and advertisements of other companies that have led to the flame or brand image in the past with a social listening tool and understand the factors that are thought to have damaged the flame or brand image, you can utilize it for your own account management.
In addition, in order to quickly grasp the type of fire, it is necessary to have a system in place to monitor the increase and decrease in the number of posts daily and notify the person in charge when there is a sudden increase or decrease.